Generation Y und Tourismus Verhaltensanalyse in Theorie und Praxis / Stefan Kreuzhuber
VerfasserKreuzhuber, Stefan
Betreuer / BetreuerinBlaim, Patrick
ErschienenWien, 30.04.2016
UmfangX, 93 Seiten
HochschulschriftFachhochschule des BFI Wien, Univ., Masterarbeit, 2016
URNurn:nbn:at:at-fhbfiw:1-971 Persistent Identifier (URN)
 Das Werk ist frei verfügbar
Generation Y und Tourismus Verhaltensanalyse in Theorie und Praxis [1.71 mb]
Zusammenfassung (Englisch)

Over the last 10 years new information technologies have changed the traditional systems in tourism. Organizations have to follow these new rules, in order to stay competitive. E-tourism is the source for new business fields and offers big opportu-nities. The first generation, which grew up with these technologies has been the Genera-tion Y, which is an expression for adolescents, who were born between 1980 and 2000. They are native speaker of the digital language, so called Digital Natives and show significant behavioral differences compared to former generations. Therefore, this thesis analysis how information technology has changed the condi-tions for tourism over the last years and in which ways travel behavior of the Gen-eration Y differs from other Generations. The thesis consists of a theoretical and a practical part. The empirical part is based on a quantitative research methodology regarding the Generation Y with an online-survey, answered by more than 680 people. For the conclusion the theoretical find-ings and empirical results have been compared. The results show, that the internet has changed the research behavior in tourism. Instead of contacting travel agencies, everyone can look for suitable offers online. User generated content like experience reports, hotel ratings, pictures or videos and various platforms for pricing checks increased transparency in tourism a lot and support decision making for customers. Compared to the overall population, Generation Y shows a significantly higher online affinity. The amount of bookings, generated via online channels is still in-creasing. Based on the survey, location and price level of destinations and accom-modations have the greatest influence on the booking process.When analyzing travel motives, adolescents of Generation Y have different sources of motivation than former generations. They are highly interested in making new experiences, getting to know new places and cultures and having fun. Generation X on the contrary is mainly interested in escaping the daily routine and relax away from everyday life. This could be the most interesting result for organizations spe-cialized on youth travelling. In general Generation Y prefers a very aesthetic way of communication. The communication style is more important than the communicated content.