IDEAS home Printed from https://ideas.repec.org/a/aif/journl/v5y2021i7p147-169.html
   My bibliography  Save this article

Does generation matter? A comparison between travel behaviour and factors affecting on travel decision of generation Y and Z

Author

Listed:
  • Oraon Kiatkajornvirat

    (School of Business, University of International Business and Economics (UIBE), Beijing P. R. China.)

  • Professor Sun Jin (PhD)

    (School of Business, University of International Business and Economics (UIBE), Beijing P. R. China)

Abstract

This study aimed to examine the differences in travel behaviours and attitudes toward factors affecting travel decisions between Generation (Gen) Y and generation Z Thai tourists. Moreover, this study proposes a tourism marketing strategy to promote tourism for both generations. The samples size of this study was 400 Gen Y and generation Z Thai tourists. The online questionnaire was used to collect data through Facebook fan pages. The result yielded that Gen Y and Gen Z Thai tourists shared many similar travel behaviours, such as travel objectives, transportation, the season of traveling, favourite areas, days of travel, frequency, and sources of information. The author recommended that cultural tourism, eco-tourism, and adventure tourism would fit the needs of these cohorts. Influencer marketing should be implemented to encourage sales promotion toward these generations. Moreover, the popular type of social media should be used to fit with the character of each generation.

Suggested Citation

  • Oraon Kiatkajornvirat & Professor Sun Jin (PhD), 2021. "Does generation matter? A comparison between travel behaviour and factors affecting on travel decision of generation Y and Z," International Journal of Science and Business, IJSAB International, vol. 5(7), pages 147-169.
    • Handle: RePEc:aif:journl:v:5:y:2021:i:7:p:147-169
    as

    Download full text from publisher

    File URL: https://ijsab.com/wp-content/uploads/770.pdf
    Download Restriction: no
    File URL: https://ijsab.com/volume-5-issue-7/4003
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Keeney,Ralph L. & Raiffa,Howard, 1993. "Decisions with Multiple Objectives," Cambridge Books, Cambridge University Press, number 9780521438834, November.
    2. Fujii, Satoshi & Gärling, Tommy, 2003. "Application of attitude theory for improved predictive accuracy of stated preference methods in travel demand analysis," Transportation Research Part A: Policy and Practice, Elsevier, vol. 37(4), pages 389-402, May.
    3. Kosei Fukuda, 2010. "A cohort analysis of household vehicle expenditure in the U.S. and Japan: A possibility of generational marketing," Marketing Letters, Springer, vol. 21(1), pages 53-64, March.
    4. Friman, Margareta & Gärling, Tommy & Ettema, Dick & Olsson, Lars E., 2017. "How does travel affect emotional well-being and life satisfaction?," Transportation Research Part A: Policy and Practice, Elsevier, vol. 106(C), pages 170-180.
    5. Golob, Thomas F., 2001. "Joint models of attitudes and behavior in evaluation of the San Diego I-15 congestion pricing project," Transportation Research Part A: Policy and Practice, Elsevier, vol. 35(6), pages 495-514, July.
    6. Jörgen Garvill & Agneta Marell & Annika Nordlund, 2003. "Effects of increased awareness on choice of travel mode," Transportation, Springer, vol. 30(1), pages 63-79, February.
    7. Rufat Mammadov, 2013. "Tourism As The Main Factor Of Socio-Economic Development Of Regions In Azerbaijan," International Conference on Energy, Regional Integration and Socio-economic Development 6014, EcoMod.
    8. Kiril Postolov & Marija Magdinceva Sopova & Aleksandra Janeska Iliev, 2017. "E-Learning In The Hands Of Generation Y And Z," Poslovna izvrsnost/Business Excellence, Faculty of Economics and Business, University of Zagreb, vol. 11(2), pages 107-119.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Thøgersen, John, 2006. "Understanding repetitive travel mode choices in a stable context: A panel study approach," Transportation Research Part A: Policy and Practice, Elsevier, vol. 40(8), pages 621-638, October.
    2. Rafael Maldonado-Hinarejos & Aruna Sivakumar & John Polak, 2014. "Exploring the role of individual attitudes and perceptions in predicting the demand for cycling: a hybrid choice modelling approach," Transportation, Springer, vol. 41(6), pages 1287-1304, November.
    3. Martin Dijst & Sendy Farag & Tim Schwanen, 2008. "A Comparative Study of Attitude Theory and other Theoretical Models for Understanding Travel Behaviour," Environment and Planning A, , vol. 40(4), pages 831-847, April.
    4. Di Ciommo, Floridea & Monzón, Andrés & Fernandez-Heredia, Alvaro, 2013. "Improving the analysis of road pricing acceptability surveys by using hybrid models," Transportation Research Part A: Policy and Practice, Elsevier, vol. 49(C), pages 302-316.
    5. Small, Kenneth A., 2012. "Valuation of travel time," Economics of Transportation, Elsevier, vol. 1(1), pages 2-14.
    6. Araz, Ceyhun & Ozkarahan, Irem, 2007. "Supplier evaluation and management system for strategic sourcing based on a new multicriteria sorting procedure," International Journal of Production Economics, Elsevier, vol. 106(2), pages 585-606, April.
    7. Haowen You & Elizabeth B. Connelly & James H. Lambert & Andres F. Clarens, 2014. "Climate and other scenarios disrupt priorities in several management perspectives," Environment Systems and Decisions, Springer, vol. 34(4), pages 540-554, December.
    8. Vredin Johansson, Maria & Heldt, Tobias & Johansson, Per, 2006. "The effects of attitudes and personality traits on mode choice," Transportation Research Part A: Policy and Practice, Elsevier, vol. 40(6), pages 507-525, July.
    9. Tim F. Thormann & Pamela Wicker, 2024. "Environmentally-Friendly Stadium Travel of Football Fans: A Stated Preferences Study," Journal of Sports Economics, , vol. 25(1), pages 3-29, January.
    10. Marcel Clermont & Alexander Dirksen & Barbara Scheidt & Dirk Tunger, 2017. "Citation metrics as an additional indicator for evaluating research performance? An analysis of their correlations and validity," Business Research, Springer;German Academic Association for Business Research, vol. 10(2), pages 249-279, October.
    11. Løken, Espen & Botterud, Audun & Holen, Arne T., 2009. "Use of the equivalent attribute technique in multi-criteria planning of local energy systems," European Journal of Operational Research, Elsevier, vol. 197(3), pages 1075-1083, September.
    12. KARRI PASANEN & MIKKO KURTTILA & JOUNI PYKÄlÄINEN & JYRKI KANGAS & PEKKA LESKINEN, 2005. "Mesta — Non-Industrial Private Forest Owners' Decision-Support Environment For The Evaluation Of Alternative Forest Plans Over The Internet," International Journal of Information Technology & Decision Making (IJITDM), World Scientific Publishing Co. Pte. Ltd., vol. 4(04), pages 601-620.
    13. Margarida Rodrigues & Mário Franco, 2022. "Bibliometric review about eco-cites and urban sustainable development: trend topics," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 24(12), pages 13683-13704, December.
    14. Ru, Zice & Liu, Jiapeng & Kadziński, Miłosz & Liao, Xiuwu, 2022. "Bayesian ordinal regression for multiple criteria choice and ranking," European Journal of Operational Research, Elsevier, vol. 299(2), pages 600-620.
    15. Van Acker, Véronique & Mulley, Corinne & Ho, Loan, 2019. "Impact of childhood experiences on public transport travel behaviour," Transportation Research Part A: Policy and Practice, Elsevier, vol. 130(C), pages 783-798.
    16. Juergen Branke & Wen Zhang, 2019. "Identifying efficient solutions via simulation: myopic multi-objective budget allocation for the bi-objective case," OR Spectrum: Quantitative Approaches in Management, Springer;Gesellschaft für Operations Research e.V., vol. 41(3), pages 831-865, September.
    17. Pendaraki, K. & Zopounidis, C. & Doumpos, M., 2005. "On the construction of mutual fund portfolios: A multicriteria methodology and an application to the Greek market of equity mutual funds," European Journal of Operational Research, Elsevier, vol. 163(2), pages 462-481, June.
    18. Edmond Daramy-Williams & Jillian Anable & Susan Grant-Muller, 2019. "Car Use: Intentional, Habitual, or Both? Insights from Anscombe and the Mobility Biography Literature," Sustainability, MDPI, vol. 11(24), pages 1-17, December.
    19. Steimetz, Seiji S.C. & Brownstone, David, 2005. "Estimating commuters' "value of time" with noisy data: a multiple imputation approach," Transportation Research Part B: Methodological, Elsevier, vol. 39(10), pages 865-889, December.
    20. Christopher Robert & Richard Zeckhauser, 2011. "The methodology of normative policy analysis," Journal of Policy Analysis and Management, John Wiley & Sons, Ltd., vol. 30(3), pages 613-643, June.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aif:journl:v:5:y:2021:i:7:p:147-169. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Farjana Rahman (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.