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

Anna Leask, Alan Fyall and Paul Barron

Current Issues in Tourism, 2013, vol. 16, issue 1, 17-46

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.

Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:taf:rcitxx:v:16:y:2013:i:1:p:17-46

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DOI: 10.1080/13683500.2011.642856

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