Moving Millennials out of the too hard basket: Exploring the challenges of attracting Millennial tourists to rural destinations

Lewis, Clifford; Nelson, Kim; Black, Rosemary

doi:10.1016/j.jhtm.2020.11.012

Cited by 13 publications

(7 citation statements)

References 44 publications

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“…(pág. 210) Aunado a las contradicciones expuestas, el presente estudio declara diferencias sustantivas en el perfil y nivel socioeconómico del millennial que viaja a entornos rurales al interior de la república mexicana; ya que, mientras que Lewis et al, (2021) señalan que este segmento tiene ingresos altos, los participantes de la investigación declaran ser de estatus económico medio y buscan destinos económicos; lo que sugiere que la diferencia de los resultados se debió al lugar y contexto socioeconómico del estudio.…”

Section: Discussionunclassified

“…El nuevo y potencial turista rural exige productos de turismo rural más diversificados y de mayor calidad que los actuales, con oportunidades al aire libre, festivales de ocio y actividades culturales; por lo que, las empresas y destinos de turismo rural encuentran discrepancias entre las expectativas de servicio de los clientes potenciales y la real oferta turística (Hjalager, Kwiatkowski, & Østervig, 2018). Además de estas exigencias, el turista rural millennial es un desafío para los especialistas en marketing de los destinos rurales, debido a que este segmento va en aumento para la industria del turismo, tiene altos niveles de ingresos, presenta una movilidad en la etapa temprana de la vida y una longevidad de presencia en el mercado (Lewis, Nelson, & Black, 2021).…”

Section: Turista Millennialunclassified

“…2). Además, los especialistas en mercadotecnia enfrentan desafíos cuando analizan segmentos actuales con interés en el turismo rural, ya que deben considerar la brecha de conocimiento entre los hallazgos de los especialistas en mercadotecnia sobre la percepción del turista y la información de la oferta de servicios turísticos de los destinos rurales (Lewis, Nelson, & Black, 2021).…”

Section: Objetivo De La Investigaciónunclassified

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Mapa de empatía, grupo focal y método de persona para perfilar al turista rural millennial

2023

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El objetivo de la presente investigación es la de diseñar el perfil del turista rural millennial durante la etapa post COVID-19 con base en sus motivaciones, percepciones y experiencias. Esta investigación es cualitativa, descriptiva y no experimental. Para la recolección de datos se aplicó el mapa de empatía y el grupo focal. El muestreo empleado fue el de participantes voluntarios, se contó con la participación de 15 sujetos para el mapa de empatía y un grupo de 7 sujetos para el grupo focal. Finalmente, para diseñar el perfil del turista rural millennial se utilizó el método de persona. Los resultados permiten exponer que el turista rural millennial tiene una percepción sobre este tipo de turismo como aquella actividad facilitadora de estados emocionales vinculados a conceptos de tranquilidad, paz, felicidad, descanso y sobre todo la desconexión. Asimismo, resaltan dos contradicciones de este perfil: 1) la búsqueda de la desconexión de la urbanización y la necesidad de estar conectado a plataformas online; y 2) la necesidad de aislamiento social y la búsqueda de interacción con los lugareños del destino rural. En conclusión, este turista procura el contacto con dos elementos principales, la cultura y la naturaleza; manifiesta una expectativa principal, la desconexión; sin embargo, requiere una conectividad con su vida, el exterior y lo conocido por medio de las redes sociales; expresa una preocupación significativa sobre las políticas, apoyos públicos y privados para el desarrollo de los destinos rurales debido a que percibe una masificación descontrolada, contaminación e inseguridad.

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Section: Discussionunclassified

Section: Turista Millennialunclassified

Section: Objetivo De La Investigaciónunclassified

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Mapa de empatía, grupo focal y método de persona para perfilar al turista rural millennial

2023

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“…Source Pine and Gilmore (1998) The complex interplay of subjective elements that make up the tourist experience affects how visitors feel and behave (Yin et al, 2022) Several factors depend on tourists' needs, desires, and motivation (Wang, 2021) Other factors that depend on aspects related to the idea are setting, accommodation, local attractions, and atmosphere (Lewis et al, 2021). In other words, the tourist experience is associated with satisfaction and is a subjective condition felt by tourists (Kastenholz et al, 2018).…”

Section: Figure 1 Four Realm Experiencementioning

confidence: 99%

Experienced economic approach in tourism product development in The Keranggan Tourism Village, South Tangerang

Juliana

Sihombing

Antonio

2022

J. Pariwisata Pesona.

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The experience economy approach shows that consumers are not only offered a product as a commodity but as an experience. Experience in a destination will distinguish one place from another. The purpose of this research is to examine the four categories of experiences owned by the Keranggan Tourism Village and to provide a product development strategy based on that experience. The four categories are aesthetic experience, entertainment, education, and getting out of the routine. Kampung Keranggan has been developed since 2012 and already has several tourist attractions that are visited by tourists. The research method used is descriptive qualitative. Data collection was done by interviewing the Tourism Awareness Group and field observations. The findings of this study are that Kampung Keranggan already has aspects in realizing the experience, but the packaging still needs to be developed. Among them, the educational experience for tourists is given the experience of food processing production, from harvesting cassava, peeling, steaming, and mashing to forming opaque chips. The results of this experience study will be included in the tourism product development strategy.

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“…The advent of e-commerce has brought life-changing to business environments, and it seems to be a vital platform for the fashion industry because it is a medium of interplay and unlimited communication with customers and prospects (Soni et al, 2019). With the huge amount of advertisements every year, millennials tend to be more aware of marketing techniques and avoid being manipulated (Lewis et al, 2021). Millennials are obsessed with fashion and spend two-thirds of their money on clothing (Medalla et al, 2020;Lianto et al, 2021).…”

Section: Introductionmentioning

confidence: 99%

Brand Loyalty of Millennials to Online Fashion Brands; E-commerce Sites in Kota Kinabalu, Sabah

Linus¹,

Gisip²,

Guililing³

2022

IJARBSS

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As e-commerce has rapidly grown in past decades, the fashion industry in Malaysia has experienced positive growth in economic values. As millennials are the biggest spenders in Malaysia, their loyalty is often left behind. In fact, millennials' brand loyalty is difficult to attain by e-commerce sellers because of their preferences in buying online products and their tendency to be cautious of marketing techniques to avoid being manipulated. Despite immense spending power, millennials were found to be very disloyal to brands. This study aims at examining various literature on brand loyalty. There are three theories integrated into this study which consist Technology Acceptance Modal (TAM), Expectation Disconfirmation Theory (EDT), and Theory of Reasoned Action (TRA). It also aspired to identify the relative importance of income as a moderator to trust as one of the most critical factors influencing millennials' brand loyalty to online fashion brands' e-commerce sites. In addition, this paper seeks to determine the moderating effect of income on the relationship between trust and millennials' brand loyalty. Based on empirical studies in marketing literature done by previous researchers, this study came out with a conceptual framework pertaining to the relationship between website efficiency, customer service, trust, and brand image on millennials' brand loyalty ware explored empirically. The study involved three hundred and ten millennial respondents, and the data collected was analyzed using Statistical Package for Social Sciences (SPSS) version 25 and the Smart-PLS version 3 software. The findings in this study illustrate that customer service, trust, and brand image significantly impact brand loyalty, and income moderates trust and brand loyalty. In conclusion, besides contributing to enriching the literature, the study can assist policymakers in developing and formulating strategies to understand online customers, particularly millennials in Malaysia.

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Moving Millennials out of the too hard basket: Exploring the challenges of attracting Millennial tourists to rural destinations

Cited by 13 publications

References 44 publications

Mapa de empatía, grupo focal y método de persona para perfilar al turista rural millennial

Mapa de empatía, grupo focal y método de persona para perfilar al turista rural millennial

Experienced economic approach in tourism product development in The Keranggan Tourism Village, South Tangerang

Brand Loyalty of Millennials to Online Fashion Brands; E-commerce Sites in Kota Kinabalu, Sabah

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