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
1-1-2015
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
Number of Pages
17-46
Document Type
Paper
Language
English
Source Title
Current Issues in Tourism
Volume
16
Issue
1
Copyright Status
Unknown
Copyright Date
2011-12-19
College
Rosen College of Hospitality Management
Location
Rosen College of Hospitality Management
STARS Citation
Leask, Anna; Fyall, Alan; and Barron, Paul, "Generation Y: Market Opportunity or Marketing Challenge – Strategies to Engage Generation Y in the UK Attractions’ Sector" (2015). Faculty Scholarship and Creative Works. 349.
https://stars.library.ucf.edu/ucfscholar/349