Title

Generation Y: Market Opportunity or Marketing Challenge – Strategies to Engage Generation Y in the UK Attractions’ Sector

Keywords

visitor attraction, tourist attraction, Generation Y, marketing strategies, UK

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.

Publication Date

2015

Original Citation

Leask, A., Fyall, A. and Barron, P. (2013). Generation Y: Market Opportunity or Marketing Challenge – Strategies to Engage Generation Y in the UK Attractions’ Sector. Current Issues in Tourism 16 (1), 17-46. http://www.tandfonline.com/doi/abs/10.1080/13683500.2011.642856

DOI

10.1080/13683500.2011.642856

Number of Pages

17-46

Document Type

Paper

Language

English

Source Title

Current Issues in Tourism

Volume

16

Issue

1

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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