Is the Australian domestic holiday a thing of the past? Understanding baby boomer, Generation X and Generation Y perceptions and attitude to domestic and international holidays

Abstract

This study adopts a generational perspective to understand the shift in domestic and international travel motivations of Australians. In consideration of the largest and most dominant travel consumers at present, the Baby Boomer, Generation X and Generation Y cohorts, the study reveals significant differences between the cohorts’ value perceptions, attitude and intention associated with domestic holidays. However, the findings revealed no significant differences between the cohorts in Australians’ value perceptions and attitude towards international holidays. The study offers important insights for destination marketers seeking ways to address changes in tourism demand from a generational perspective, particularly those seeking to target the Australian tourism market.