Abstract
Demand for domestic tourism in Australia is in decline, particularly for young Australian travellers (YATs) who prefer to travel overseas. Although models exist to explain destination choice, many of these have limitations, including the assumption of a rational consumer and a focus on the functional attributes of travel and tourism. Further, there has been a tendency to replicate studies, albeit in different contexts, rather than search for new insights into destination choice. With the aim of better explaining the decision of destination choice by YATs, focus groups comprising representatives from the population of interest were conducted. The approach was to examine tourism from a sociological perspective, drawing on theories of ritual, ritual inversion and fashion. The results reveal the importance of self-identity and social norms in destination selection. It is concluded that destinations that contribute to enhancing one’s self-identity, particularly when they are consistent with one’s existing or aspirational social group, are more likely to be visited by YATs.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.