Open AccessMotivations of global Millennial travelers
Author(s) -
Greg Richards,
Wendy Morrill
Publication year - 2020
Publication title -
revista brasileira de pesquisa em turismo
Language(s) - English
Resource type - Journals
ISSN - 1982-6125
DOI - 10.7784/rbtur.v14i1.1883
Subject(s) - context (archaeology) , advertising , scale (ratio) , tourism , destinations , generation y , marketing , psychology , geography , business , cartography , archaeology
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.