INSPIRING FUTURES

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

Leask, Anna, Fyall, Alan and Barron, Paul (2011) Generation Y: opportunity or challenge – strategies to engage Generation Y in the UK attractions’ sector. Current Issues in Tourism. pp. 1-30. ISSN 1368-3500

Full text not available from this repository. (Request a copy)

Abstract/Description

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

Item Type: Article
Print ISSN: 1368-3500
Uncontrolled Keywords: visitor attraction; tourist attraction; Generation Y; marketing strategies; UK;
University Divisions/Research Centres: The Business School > School of Marketing, Tourism and Languages
Dewey Decimal Subjects: 300 Social sciences > 330 Economics > 338 Production > 338.4 Secondary industries and services > 338.47 Services & products > 338.479 Travel related services > 338.4791 Tourist industry
Library of Congress Subjects: H Social Sciences > HD Industries. Land use. Labor
Item ID: 5632
Depositing User: Mrs Lyn Gibson
Date Deposited: 28 Aug 2012 16:28
Last Modified: 28 Aug 2012 16:28
URI: http://researchrepository.napier.ac.uk/id/eprint/5632

Actions (login required)

View Item

Edinburgh Napier University is a registered Scottish charity. Registration number SC018373