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Generation Y: opportunity or challenge – strategies to engage Generation Y in the UK attractions’ sector

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  • Anna Leask
  • Alan Fyall
  • Paul Barron

Abstract

This study examines the extent to which Generation Y (Gen Y) serves as an opportunity or challenge for visitor attractions in the UK and the corresponding strategies adopted to seek engagement with this generational segment. A multiple-case study design was adopted with face-to-face interviews undertaken with senior personnel at leading visitor attractions across the UK. The paper advances a number of marketing and experiential strategies before advocating that further research is required to explore the growing pains of Gen Y from ‘adolescence’ to ‘adulthood’ if the industry is going to be able to understand, meet and hopefully exceed their needs, wants and expectations in the challenging years to come.

Suggested Citation

  • Anna Leask & Alan Fyall & Paul Barron, 2013. "Generation Y: opportunity or challenge – strategies to engage Generation Y in the UK attractions’ sector," Current Issues in Tourism, Taylor & Francis Journals, vol. 16(1), pages 17-46.
    • Handle: RePEc:taf:rcitxx:v:16:y:2013:i:1:p:17-46
    DOI: 10.1080/13683500.2011.642856
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    Cited by:

    1. Dedeoglu, Bekir Bora & Boğan, Erhan & Kucukergin, Kemal Gurkan & Birinci, Muhammet Cenk, 2023. "Are tourists afraid of the unknown? Examining the role of travel constraints and tourist xenophobia with symmetric and asymmetric perspectives," Journal of Business Research, Elsevier, vol. 165(C).
    2. Hyt Ewa & Stasiak Andrzej, 2023. "The influence of the Crown of Polish Mountains on the attitudes of its ascensionists," Miscellanea Geographica. Regional Studies on Development, Sciendo, vol. 27(1), pages 26-39, January.
    3. Chi, Shu-Yi & Huang, Biing-Wen & Luo, Han Xing, 2019. "Some Rural Attractions Which Attract Tourists," Asian Journal of Agriculture and Rural Development, Asian Economic and Social Society (AESS), vol. 9(01), January.

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