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:

    30 November 2010

  • 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

Citation

Leask, A., Fyall, A. & Barron, P. (2010). Generation Y: opportunity or challenge – strategies to engage Generation Y in the UK attractions’ sector. Current Issues in Tourism., 1-30. doi:10.1080/13683500.2011.642856. ISSN 1368-3500

Authors

Keywords

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

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