Tourist behaviour and travel adoption among Millennials

Abstract

Millennials, who are perhaps the first generation to embody the postmodern tourism paradigm where advanced technology and individualization are combined, are those individual born between the 1980s and the beginning of the 21st century. They already exert a considerable influence on the tourism sector and this is only likely to grow in the foreseeable future. Members of the Millennial generation, who differ from those in previous generations, whose expectations and demands differ, are sensitive to the environment, are interested in the culture of their destination, and have the desire to have continuous learning and unique experiences. According to the “new tourism” concept, visitors are individuals who attach importance to ecological and sustainable development in the 21st century and also appreciate authentic experiences. This situation reveals the changing tourist profile (Seçilmiş and Köz, 2015). Marketers who divide people according to their generations with the idea that consumers who are born in similar age groups and the same years will show a similar tendency to consume and purchase goods and services that will appeal to these generations as a market segment based on their characteristics, decision-making styles, perceptions about products or services. They produce and create the marketing mix related to the product accordingly (Albayrak & Özkul, 2013; Mahmutoğulları and Şahin Perçin, 2018). In the study, tourist behaviour and travel adoption among Millennials will be evaluated. Millennials’ travel characteristics, travel habits, and future travel trends are specified. In this study, Millennials’ tourist behaviour, types, problems and solutions, travel adoption will be studied.