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Active sport tourists: Millennials vs baby boomers
[journal article]
Abstract
Purpose: Active sport tourism is one of the fastest rising leisure segments. Considering the extensive growth of both the millennial and baby boomers generation in this sector, there are large-scale economic potentials for tourism practitioners. The aim of this study is to explore the characterics o... view more
Purpose: Active sport tourism is one of the fastest rising leisure segments. Considering the extensive growth of both the millennial and baby boomers generation in this sector, there are large-scale economic potentials for tourism practitioners. The aim of this study is to explore the characterics of baby boomers and millennial active sport tourists and to differentiate them by relevant factors. Methods: Applying a qualitative research design numerical data is collected by using online surveys about the characteristics, needs and motivations of baby boomer and millennial active sport tourists. Results: Significant differences were found between the groups regarding social-economic characteristics (gender, education level, marital status and income) and motivations. For millennials, ‘Escaping from daily routine’’, ‘Thrill & sensation’, ‘Overcoming challenges’ and ‘Adrenalin’ appeared as relevant motivations. For baby boomers, ‘Health’ highlights as a principal motivation. Recommendations for professionals in the sector are suggested. Implications: Current study was considered to be important due to an extensive growth seen for both the millennial and baby boomers generation in the active sport tourism market and considering the fact that limited understanding of the characteristics, needs and motives was contradicting this enormous growth in the market. Differences were found between the millennial and the baby boomer active sport tourists.... view less
Keywords
tourism; consumption behavior; leisure time behavior; leisure time; sports; online survey; socioeconomic factors; motivation
Classification
Leisure Research
Free Keywords
sport tourism; millennials; baby boomers; consumer behavior; leisure tourism
Document language
English
Publication Year
2020
Page/Pages
p. 12-20
Journal
Journal of Tourism, Heritage & Services Marketing, 6 (2020) 2
DOI
https://doi.org/10.5281/zenodo.3835813
ISSN
2529-1947
Status
Published Version; peer reviewed
Licence
Creative Commons - Attribution-Noncommercial-No Derivative Works 4.0