The Generation Y Wellness Traveler:Marketing Implications
Nancy M. Hritz, Ph.D.Cara L. Sidman, Ph.D.
Michelle D’Abundo, Ph.D.
University of North Carolina Wilmington
Introduction ~
Travel for health, fitness or wellness:
New trends, but not a new idea
Introduction ~
Generation Y:
General characteristics
Travel characteristics
Gen Y & marketing
Purpose of the study:
To create a marketing profile of the Generation Y wellness traveler
Literature Review/background ~ Defining wellness tourism:
Medical tourismWellness and six dimensions
Travel motivations:Push (internal)Pull (external)
Method:
Survey instrument:
Perceived Wellness Survey (PWS)
Push/pull travel motivation statements (borrowed from Hallab 1999)
Analysis~
• 315 Generation Y individuals from the southeastern area of the U.S.
• Exploratory factor analysis (EFA) of push/pull questions for data reduction
• K-means cluster analysis for marketing profile
Results~
Five distinct groups of the Gen Y Wellness Traveler:
Escapers (19.42%) After Hours (16.83%) Amenity Seekers (23.95%) Most Unwell (16.18%) Most Well (23.62%)
Conclusions – what does it all mean?
Relationship between push and pull factors
Connection between perceived wellness and travel choices
Socialization’s importance and non-importance
Amenity Seekers
Thank you~Questions?
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