Abstract
PurposeThe purpose of this paper is to investigate the importance of culture as a motivator for young generations to travel and their willingness of using crowdfunding to sustain culture.Design/methodology/approachUsing a mixed-methods sequential exploratory design and through a quantile regression analysis for count data, a sample of 1,721 Italian young people is examined.FindingsThe analysis reveals that culture is a significant factor for a trip’s motivation among young generations and crowdfunding represents a key alternative instrument for financing culture.Originality/valueThe research fills the gap in extant literature by clarifying the role of culture in the choice of a touristic destination by young generations. This is a significant achievement since understanding the motivations is crucial to attract tourists at a specific destination and it represents a relevant insight for policy makers.
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