Research Output

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

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

Type:

Article
Date:

31 December 2011
Publication Status:

Published
DOI:

10.1080/13683500.2011.642856
ISSN:

1368-3500
Library of Congress:

HD Industries. Land use. Labor
Dewey Decimal Classification:

338.4791 Tourist industry

http://researchrepository.napier.ac.uk/output/203171 <p>Leask, A., Fyall, A., & Barron, P. (2011). Generation Y: opportunity or challenge – strategies to engage Generation Y in the UK attractions’ sector. <i>Current Issues in Tourism</i>, 1-30. https://doi.org/10.1080/13683500.2011.642856</p>

Citation

Leask, A., Fyall, A., & Barron, P. (2011). Generation Y: opportunity or challenge – strategies to engage Generation Y in the UK attractions’ sector. Current Issues in Tourism, 1-30. https://doi.org/10.1080/13683500.2011.642856