Millennials and Digital Marketing in Tourism: The Greek Case

Abstract

AbstractThis paper aims to explore the attitudes of millennials (Generation Y) towards digital marketing applications related to peer-to-peer short-term rental services within the sharing economy in tourism sector. In particular it aims to identify the factors that influence Greek millennials to use those applications and to classify them into groups according to their attitudes towards those websites. A primary survey conducted in November–December of 2019 to a random selected sample of Greek tourists. Multivariate statistical techniques including principal component analysis (PCA) conducted to identify the main factors that affect tourists in using digital marketing application related to peer-to-peer short-term rental services within the sharing economy in tourism sector. Cluster analysis performed to classify tourists into groups according to their attitudes towards the use of those websites while discriminant analysis conducted to check cluster predictability. Non-parametric tests including chi-square test performed to profile each strategic group according to their demographic characteristics and their preferences regarding their holidays/travel.KeywordsDigital MarketingTourism MarketingAirbnbPeer-to-peer short-term rental servicesGeneration YMillennial