Abstract
Today's young people are influenced by a variety of factors when considering a holiday. During the late 1980s and 1990s we have witnessed a rise in recreational drug use and the move in music taste towards repetitive rhythms of re-mix DJs creating their music from synthesized tunes on records and CDs. The ‘Big Name’ DJs such as Sasha, Pete Tong, Danny Rampling, etc. are superstars within today's youth culture and receive wages to match their status. During the past 5–10 years, we have also witnessed a move towards young people taking holidays to pursue their interest in Dance Music and to follow their favourite DJ to wherever in Europe, or the world, they may be playing. Often the established night-clubs within countries will seek to attract these DJs, but sometimes special holidays are packaged by tour operators with a distinct Dance Music theme, highlighting famous ‘superclubs’ such as Cream and Ministry of Sound. Radio stations are also becoming involved, especially London's well known Dance Music station ‘Kiss FM’ who, in conjunction with a tour operator, offer a distinct Dance Music tourism experience.
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