Mitigating seasonality in tourism by attracting young travellers: evidence from Cyprus
Journal
Worldwide Hospitality and Tourism Themes
Date Issued
August 15, 2022
DOI
10.1108/WHATT-07-2022-0077
Abstract
Purpose – Generation Z, Millennials, young travellers or iGeneration represent the age range from 18 to 29
with uniquely different characteristics and tourism preferences. This study aims to understand the travel
behaviour of young travellers in terms of the travel decisions they make and their involvement in tourism
activity.
Design/methodology/approach – Primary data collection was facilitated by a focus group discussion with
12 participants from this age group.
Findings – Study results suggest that young travellers are attracted to technologically advanced destinations
that provide multi-purpose experiences. Competitive tourism destinations are those adjusted to the needs of
this cohort of travellers’ propensity to embrace change and innovation. Considering the needs and expectations
of young travellers is key to a destination’s long-term survival and sustainability, as the market share of young
travellers is rapidly growing.
Originality/value – The study looks at the trends in this emerging market segment and discusses new
generational behaviour. Furthermore, the study provides insight into ways to make destinations attractive as
year-round experiences and thereby control the problem of seasonality.
with uniquely different characteristics and tourism preferences. This study aims to understand the travel
behaviour of young travellers in terms of the travel decisions they make and their involvement in tourism
activity.
Design/methodology/approach – Primary data collection was facilitated by a focus group discussion with
12 participants from this age group.
Findings – Study results suggest that young travellers are attracted to technologically advanced destinations
that provide multi-purpose experiences. Competitive tourism destinations are those adjusted to the needs of
this cohort of travellers’ propensity to embrace change and innovation. Considering the needs and expectations
of young travellers is key to a destination’s long-term survival and sustainability, as the market share of young
travellers is rapidly growing.
Originality/value – The study looks at the trends in this emerging market segment and discusses new
generational behaviour. Furthermore, the study provides insight into ways to make destinations attractive as
year-round experiences and thereby control the problem of seasonality.