Millennials: America’s cash cow is not necessarily a herd
Purpose – The purpose of this paper is to examine the travel motivations, perceived benefits of travel, and the utility of travel mediums among US millennials. Design/methodology/approach – In order to further examine the homogeneity of millennial travelers, millennials were put into two subgroups...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Emerald Publishing
2018-06-01
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| Series: | Journal of Tourism Futures |
| Subjects: | |
| Online Access: | https://www.emeraldinsight.com/doi/pdfplus/10.1108/JTF-12-2017-0056 |
| _version_ | 1828116831035981824 |
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| author | Steven J. Migacz James F. Petrick |
| author_facet | Steven J. Migacz James F. Petrick |
| author_sort | Steven J. Migacz |
| collection | DOAJ |
| description | Purpose – The purpose of this paper is to examine the travel motivations, perceived benefits of travel, and the utility of travel mediums among US millennials. Design/methodology/approach – In order to further examine the homogeneity of millennial travelers, millennials were put into two subgroups based on their age and annual income. Data were collected in multiple phases, incorporating both qualitative and quantitative methodological approaches. Findings – Results revealed that several significant differences exist between the proposed millennial subgroups, labeled “young and free millennials” and “professional millennials.” Research limitations/implications – Implications from this study include direction for both tourism marketers and destination suppliers based on the differences and perceptions of both groups and suggest millennials are not a homogeneous market. Originality/value – Millennials are far from being part of a homogenous cohort. Therefore, the current study sought to examine differences in the benefits received from travel and the primary reasons to travel among distinct millennial segments. |
| first_indexed | 2024-04-11T13:04:19Z |
| format | Article |
| id | doaj.art-e325d051c8de4608abd365e1bc0f7af1 |
| institution | Directory Open Access Journal |
| issn | 2055-5911 2055-592X |
| language | English |
| last_indexed | 2024-04-11T13:04:19Z |
| publishDate | 2018-06-01 |
| publisher | Emerald Publishing |
| record_format | Article |
| series | Journal of Tourism Futures |
| spelling | doaj.art-e325d051c8de4608abd365e1bc0f7af12022-12-22T04:22:51ZengEmerald PublishingJournal of Tourism Futures2055-59112055-592X2018-06-0141163010.1108/JTF-12-2017-0056605814Millennials: America’s cash cow is not necessarily a herdSteven J. Migacz0James F. Petrick1Department of Recreation Park and Tourism Sciences, Texas A&M University, College Station, Texas, USADepartment of Recreation Park and Tourism Sciences, Texas A&M University, College Station, Texas, USAPurpose – The purpose of this paper is to examine the travel motivations, perceived benefits of travel, and the utility of travel mediums among US millennials. Design/methodology/approach – In order to further examine the homogeneity of millennial travelers, millennials were put into two subgroups based on their age and annual income. Data were collected in multiple phases, incorporating both qualitative and quantitative methodological approaches. Findings – Results revealed that several significant differences exist between the proposed millennial subgroups, labeled “young and free millennials” and “professional millennials.” Research limitations/implications – Implications from this study include direction for both tourism marketers and destination suppliers based on the differences and perceptions of both groups and suggest millennials are not a homogeneous market. Originality/value – Millennials are far from being part of a homogenous cohort. Therefore, the current study sought to examine differences in the benefits received from travel and the primary reasons to travel among distinct millennial segments.https://www.emeraldinsight.com/doi/pdfplus/10.1108/JTF-12-2017-0056MillennialsProfessional millennialsTravel benefitsTravel motivationsYoung and free millennialsAdvertising mediums |
| spellingShingle | Steven J. Migacz James F. Petrick Millennials: America’s cash cow is not necessarily a herd Journal of Tourism Futures Millennials Professional millennials Travel benefits Travel motivations Young and free millennials Advertising mediums |
| title | Millennials: America’s cash cow is not necessarily a herd |
| title_full | Millennials: America’s cash cow is not necessarily a herd |
| title_fullStr | Millennials: America’s cash cow is not necessarily a herd |
| title_full_unstemmed | Millennials: America’s cash cow is not necessarily a herd |
| title_short | Millennials: America’s cash cow is not necessarily a herd |
| title_sort | millennials america s cash cow is not necessarily a herd |
| topic | Millennials Professional millennials Travel benefits Travel motivations Young and free millennials Advertising mediums |
| url | https://www.emeraldinsight.com/doi/pdfplus/10.1108/JTF-12-2017-0056 |
| work_keys_str_mv | AT stevenjmigacz millennialsamericascashcowisnotnecessarilyaherd AT jamesfpetrick millennialsamericascashcowisnotnecessarilyaherd |