Millennials’choices in applying digital techniques for tourism purposes

Codruța Adina Băltescu

doi:10.2478/picbe-2021-0025

Abstract

Abstract Digitisation is a constant of contemporary life. The generation most accustomed to using online resources and electronic devices is that of Millennials.Considered a rebel generation, Millennials have strong believes and values, are deeply connected to their peers and to the world, and also, important users of electronic devices and online sources for entertainment purposes. Although considered a labor industry, tourism is increasingly adapting to the new trends of the activity’s digitisationThe paper presents two types of researches. The first one aims to emphasize Millennials’ habits in the tourism consumption. In this respect, the results of a qualitative research were presented. The second objective highlights which are the most famous museums in Romania and evaluates the 11 selected museums based on specific criteria on their digitisation progress. At the same time, the 11 museums were assessed based on the number of reviews and the average scores recorded on Google and TripAdvisor platforms. The results obtained show a little interest of the millennial consumers in applying digital techniques for visiting tourist attractions, mainly museums. They majority considers virtual visits as temporary habits, and only as a consequence of crisis situations. On the other hand, the process of Romanian museums’ digitisation is in progress, managerial transformations being valuable. The main contribution of the paper consists in the x-ray performed on the digitisation process of the Romanian museums.

Highlights

Generational theory is neither new nor uncontroversial
Tourism websites are designed to generate commercial and financial benefits by influencing consumers' decisions, promoting tourism products, creating and retaining customers (Sugandini et al, 2018).Having a great desire for active involvement and engagement, Millennials are attracted not mainly by the physical location, instead they appreciate more the attraction experience, as they seek for adventure and fun (Benckendorff et al, 2010).Millennials' tourism consumption is dependent on the degree of enjoyment and pleasure, considered as essential factors for their attitudes and emotional responses
In the attempt to make a list of Romanian museums that introduced digitisation means to increase the visiting experience and interaction with the virtual visitor, the most updated museum is MuzeulNațional al HărțilorșiCărțiiVechi, which met six of the eight criteria.It is followed by the National History Museum of Romania and the National Museum of Art of Romania which have implemented five of the evaluated digitization criteria

Summary

Introduction

Generational theory is neither new nor uncontroversial. Taking into account the fact that "there is no absolute consensus as to the exact calendar years constituting each generation", Millennials or Generation Y were born between 1982 and 2005 (Howe & Strauss, 2007), and are the present leaders, managers and important consumers for tourism services (Benckendorff et al, 2010, p. 2).The differences between the generations are widely accepted, and people's inclusion into a certain generation,largely influence their behavior and lifestyle. Taking into account the fact that "there is no absolute consensus as to the exact calendar years constituting each generation", Millennials or Generation Y were born between 1982 and 2005 (Howe & Strauss, 2007), and are the present leaders, managers and important consumers for tourism services Public cyberspace and use of information are pillars for Millennials' behavior, and they expect nonstop interaction with their peers, developing new standards for social networking, especially the online social interaction (Howe & Strauss, 2007; Nusair et al, 2013). A number of 11 museums were selected and based on specific criteria their digital performances were evaluated. The hierarchy of these museums based on the reviews recorded by visitors on Google and TripAdvisor platforms was discussed

Literature review

Methodology

Results and discussions

Conclusion