Travel Motivations and Destination Activities of Young Travelers of Different Ages: An Empirical Study in the United States

Abstract

Several studies have investigated the differences in tourism and destination activities of different age groups of the travelers in the United States. Previous research studies suggest different segments of American travelers exist based upon generational groupings. The findings of the study, based upon 744 respondents, clearly identified two distinct segments of tourists in the age group of 18-23 and 24-30 in terms of travel motivation and destination activities. The results can be used by managers to improve the experience of these two distinct groups of young travelers. Introduction Many researchers have developed a variety of segmentation techniques for the travel industry. Dolnicar (2002) provided a review of the various segmentation schemes that have been applied in the travel industry. Hudson (2000) investigated gender-based segmentation, Goldsmith and Litvin (1999) examined the heavy-user segment, and Wong and Chi-yung (2001) developed the segmentation of hotel consumers. MacKay and Fesenmaier (1998) examined the segmentation of the getaway market, Stemerding et al., (1996) investigated leisure market segmentation, and Enz et al. (1999) studied the restaurant segmentation. Some researchers studied segmentation based upon age (Cho, 1998 and Shoemaker, 2000). A number of studies have focused specifically on segmentation based upon the motivations for travel as well as on the desired activities available at the travel destination. May et al. (2001) performed a segmentation of Wyoming snowboarders, McKercher et al., (2002) provided an activities-based segmentation of cultural tourists, and Moscardo et al., (2001) compared activities-based and geographic segmentation schemes. Additionally, Bieger and Laesser (2002) used motivationally-based segmentation to profile travelers to Switzerland and Andreu et al., (2005) examined the motivations to travel of British tourists visiting Turkey. Population Study - American Generations New population groups of young individuals are constantly maturing into young adults. It is vital that hospitality marketers take note of these emerging groups. Further, it may not be appropriate to assume that the travel behavior and preferences of these new groups are similar to the preceding groups. It is important for the modern hospitality management to know what travel tastes are emerging in the young adults in America today. This emerging group in the American society today is the 18 years to 30 years of age. Additionally, it would be useful for the management of the hospitality industry to understand and possibly segment this age group of individuals in order to develop appropriate policies to enhance their service. Strauss and Howe (1991) has divided the current American population into six living generations and our study focuses on two of these groups: Thirteenth or X (Born 1961 to 1981) and Millennial or Y (Born 1982 to 2000). The authors suggest that each generation possesses a distinctive sense of self that is influenced by growing up and experiencing major events together as a group at a similar time in life. Each generation, in essence, experiences national events, moods and trends together. These concurrent experiences may shape many aspects of the way a generation behaves. The Current 18 to 30 Market - A Generation Break between Generation X and Generation Y? According Neuborne and Kerwin (1999), the Y generation will eventually be at least 60 million strong and will be three times the size of the X generation. A study conducted by Markley (2002) suggests that the Y generation will be as big as the Baby Boom generation and that meeting planners need to begin to consider what this generation wants in the way of events. Allen (2007) discusses the future of event marketing in which the X generation is defined as being entrepreneurial, as having experienced mother leaving to go to work, economic downturns, high divorce rates, and as being a group that is looking for balance in life. …