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Travel and Tour Preferences of Millenials
Journal of Economics and Management Sciences
The study was conducted to determine the travel and tour preferences of millennials in Batangas State University Malvar Campus. Specifically, the study described the profile of the respondents in terms of sex, age, educational attainment, and occupation; determined the millennials’ travel and tour preferences in terms of service, accommodation, and promotion; and tested if there was a significant relationship on the travel and tour preferences when the respondents were grouped according to their profile through descriptive research method. The respondents were millennials, employees and students at Batangas State University Malvar Campus. The results reveal that majority of the respondent millennials are in age of 18-23 years old; majority are females, majority are high school graduates; and most of them are students. With regard the assessment of respondents’ service, accommodation, and promotion, the study also reveals that the millennial respondents are psychocentric type of trav...
Millennials' Travel Behavior in Small Island Destination: The Overview of Gili Trawangan, Indonesia
Asian Journal of Advanced Research and Reports, 2021
Aims: The purpose of this study is to examine the travel behavior of millennial generation tourists in Gili Trawangan at the pre-, during-, and post-travel stages. This research also looks into the viability of Gili Trawangan as a small island destination. Methodology: This study employs a qualitative descriptive approach, with data gathered through questionnaires, in-depth interviews, and literary techniques. The questionnaire was distributed in May and June, with 100 millennial generation tourists on Gili Trawangan, both international and domestic, serving as respondents. Result: According to the findings of this study, Gili Trawangan is one of the small island destinations that offers tourism-related products such as water tourism attraction, accessibility, ancillary service, and tourist activity. On the demand side, millennial tourists who visit this island are productive generations who come from various large cities in Indonesia or abroad. They are considered a digital generation due to their reliance on smartphones and social media in all aspects of daily life, including work, entertainment, and travel. As a result, millennial tourists' travel decisions are heavily influenced by digital information such as social media status and digital advertisements. Although there is almost no significant difference in the travel behavior of the two types of tourists in general. However, there are some basic differences caused by socio-cultural differences and economic conditions. Implication/Applications: This research is useful as a reference for tourism industry stakeholders on the island of Gili Trawangan to comprehensively understand the characteristics of millennial generation tourists. Theoretically, the results of this study can also enrich the existing information related to the behavior of millennial tourists, especially those who visit small island destinations. The Originality of the Study: The small sample size and short questionnaire distribution period were two of the study's limitations. As a result, future research will be able to examine other island tourist destinations with better numbers and an even distribution of vacation sessions.
A structural model of millennial tourist behavior towards tourism in Davao Region
Journal of Advances in Humanities and Social Sciences
This study was conducted to theoretically develop and empirically test to explore the best it model of millennial tourist behavior towards tourism in Davao Region, Philippines. Structural equation was utilized in this study to test the causal relationship between variables. A total of 553 survey questionnaires was collected from selected millennial tourist in Davao Region. The data were obtained at the pre-departure area of Davao City Airport and selected major tourism destinations of Davao Region. Descriptive statistics, Pearson R, Stepwise Regression, and Goodness of Fit Test were used to analyze the data. The results revealed that tourist attitude, tourist motivation, social media, tourist visit intention, and tourist behavior were all rated as moderately high. Furthermore, tourist attitude, tourist motivation, social media, and tourist visit intention were highly correlated with tourist behavior. Meanwhile, tourist visit intention and tourist attitude were the best predictor of tourist behavior while tourist motivation and social media were the least predictors. Furthermore, the inal model passed all the goodness-ofit indices criteria. The implication of these indings can be applied to the enhancement of tourism destination competitiveness.
Millennial Tourists in Bali: Motivation, Satisfaction and Revisit Intention
E-Journal of Tourism, 2020
The Ministry of Tourism of the Republic of Indonesia has developed strategies to attract millennial tourists who are estimated to dominate the world tourism market, where Bali is ranked as the fourth most desirable destination for millennials around the world. One of the important factors for tourists in making a visit decision is motivation. Motivation can affect tourists' satisfaction that is triggered by evaluations through their experiences during a visit and it can affect their revisit intention. Decision making for revisit intention to a destination is actually the behavior of satisfied tourists. This research is a quantitative study with samples of millennial tourists visiting the areas of Ubud, Kuta, Seminyak, Canggu and Uluwatu. Research results were analyzed by Structural Equations Modelling (SEM) analysis usings SmartPLS software 3.0 version. The results showed that motivation consisting of push and pull factors has a significant effect on tourist satisfaction. Tourist satisfaction has a significant effect on the revisit intention. The push factor has a positive but not significant effect on the revisit intention while the pull factor has a significant effect on the revisit intention. Another result showed that 69% of millennial tourists make use of social media as a source of information about Bali. This is also the reason for the facts that 91% of millennial tourists prefer to arrange their own trips.
The explores the travel motives, perception, satisfaction and other behavioural characteristics of millennial travellers who visited the East coast of Sri Lanka. The primary data collect from 300 millennial travellers and descriptive statistics, correlation and regression analysis were mainly utilized to analyze the data. The push factors such as refresh mentally and physically, explore new destinations, enjoy in a comfortable and hot climate etc. and pull motives i.e. diversity of attractions, friendly local community, sandy beaches etc. are motivated the millennial travellers to visit East cast of Sri Lanka. The ccommodation, infrastructure, service quality and tourist attractions are positively influenced for the tourists satisfaction. However, the tourists are dissatisfied with more other destination related factors, which are more important to have a sustainable tourism destination. These findings can be used by the Sri Lankan travel and tourism sector to target the millennial generation in future tourism product planning successfully.
Attracting Young Travellers to a Tourist Destination: Exploring Millennials’ Dreams
Tourism in Southern and Eastern Europe, 2019
Purpose-The purpose of this study is to examine Millennials' selection of future travel destinations especially destinations they dream to visit as well as to identify pull factors that attract them to dream destination. As Millennials are becoming dominant travel segment it is important to explore how they evaluate and based on what characteristics they select their dream destinations they plan to visit. Design/Methodology-The empirical research aimed to explore Millennials' dream destination. Research framework is based on Morgan and Xu (2009) and Kapferer (2008) research. Also, information seeking patterns of Millennials are explored. Empirical research collected data of 420 European travel Millennials. Results were analysed using qualitative and quantitative research techniques. Findings-Research results indicate that young travellers prefer to visit countries in South and Mediterranean Europe. Mainly choosing countries that are famous for their physical attributes and cultural interactions. Several pointed out beautiful nature, cultural heritage and sea & sun. Dream travel destinations are chosen as they offer destination-oriented and socially-oriented attributes. Originality of the research-The paper contributes to understanding Millennials motives for planning future tourist destinations. Also, it contributes to identifying Millennials' perspective in process of selecting future experience as tourists. The research results are valuable to marketing managers in tourist destinations to help them identify future travellers' motives in selecting a tourist destination.
Motivations of global Millennial travelers
RBTUR, 2020
This paper reports on a global survey of Millennial travellers aged 18-35 and analyses motivations across world regions and countries. An adapted version of the Leisure Motivations Scale was subjected to factor analysis, revealing four dimensions of motivation: Relaxation, Exploring, Challenge and Socialising. All Millennials tend to see exploring as most important, but Asian travellers in particular emphasise both relaxation and challenge. Motivations were also found to vary according to age and destination, indicating that motivations are not just individual, but also context-related. We conclude that Millennials are not a coherent global generation in terms of travel motivations. Resumo Este artigo relata uma pesquisa global com viajantes millennials entre 18 e 35 anos e ana-lisa as motivações em todas as regiões e países do mundo. Uma versão adaptada da Leisure Motivations Scale foi submetida a análise fatorial, revelando quatro dimensões de motiva-ção: Relaxamento, Exploração, Desafio e Socialização. Todos os Millennials tendem a ver a exploração como o mais importante, mas os viajantes asiáticos, em particular, enfatizam o relaxamento e o desafio. Verificou-se também que as motivações variam de acordo com a idade e o destino, indicando que as motivações não são apenas individuais, mas também relacionadas ao contexto. Concluímos que a geração do milênio não é uma geração global coesa em termos de motivações de viagem. Resumen Este artículo informa sobre una encuesta global de viajeros de la generación del milenio de entre 18 y 35 años y analiza las motivaciones en todas las regiones y países del mundo. Una versión adaptada de la Escala de Motivaciones de Ocio fue sometida a un análisis factorial, que reveló cuatro dimensiones de la motivación: Relajación, Exploración, Desafío y Socialización. Todos los millennials tienden a ver la exploración como la más importante, pero los viajeros asiáticos en particular enfatizan tanto la relajación como el desafío. También se encontró que las motivaciones varían según la edad y el destino, lo que indica que las motivaciones no son solo individuales, sino también relacionadas con el contexto. Concluimos que la generación del milenio no es una generación global cohesionada en términos de motivaciones de viaje. Palavras-chave:
Destination Successes Factors for Millennial Travelers Case Study of Tanah Lot Temple, Tabanan, Bali
ADI Journal on Recent Innovation (AJRI), 2020
Millennials are a popular term to replace the term Generation Y (Gen Y). There are 2.5 billion millennials worldwide. They have contributed to business travel, and tend to spend most of their expenses on travel and vacation, driven by future travel trends. This research conducted to shape the success factor of the destination for millennial tourists, where the destination of Tanah Lot Temple is used as a case study, which is quantitative research, using survey design and purposive sampling. There are 160 millennial tourists as respondents (who are visited Tanah Lot Temple). The instrument used was a questionnaire with a Likert scale, and the data were analysed using descriptive statistics and factor analysis. This research has indicated that there are nine (9) main factors that shape the success factor of the destination for millennial tourists. The nine main factors are: Millennials interested in traditional costume guides and officers, believe in social media reviews, Millennial w...
Analysis of the Urban Millennial Travelers’ Intention
International Journal of Travel, Hospitality and Events
Purpose: This study aims to identify the main factors that influence the travel intention of urban millennial travelers and why travel intentions are essential to be studied by stakeholders. Research methods: This research uses a qualitative descriptive approach, which implications travel intention from the point of view of urban millennial travelers to the main factors that affect travel intention. Travel Intention became a unit of analysis and the main focus of this research. Purposive sampling techniques were used to establish the sample number of this study, which is 100 respondents. Results and discussion: The results showed that the identification of travel intention popular among urban millennial travelers in Jakarta four important factors significantly affect the quality of the place that is the leading destination of urban people in Jakarta. The factors are, self-conformity, attitude, destination image, and perceived quality. Implication: The attitude became a reasonably p...