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Understanding the Travel Behavior of Generation Y
Mid Sweden University, Faculty of Human Sciences, Department of Tourism Studies and Geography.
2014 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]


This paper studies the travel patterns and motivations of Generation Y

members living in Sweden and in Finland. The research is made from Generation Y

members’ point of view. Earlier studies have discussed Generation Y’s travel

behavior, but no research was found studying the differences between the age groups

inside the Generation Y. As the Generation Y is a big generation group, it is important

to notice the possible differences within this group. This research aims to find out the

possible differences between the young and the older members of the generation. The

purpose of the study is to contribute to the understanding of Generation Y’s travel

behavior, which is important to understand for tourism planning, as the younger part

of the generation will enter the tourism markets in the near future. The research is a

quantitative study, testing a hypothesis that there are differences in the travel behavior

between the younger and the older members of Generation Y. An electronic survey

was sent to various persons, using social media as a tool for reaching the target group

for data collection. The survey was done using a SoGo online survey tool. Collected

data was moved into an SPSS for analyzing. The results indicated that there was no

significant differences found between the two age groups. However the results show

the Generation Y respondents’ motivation, values, expectations, experiences and

attitudes towards travelling. The results will help in understanding Generation Y’s

travel behavior, and help examine and define the potential differences in this

generation group. For future work, the findings of this research could be compared

with qualitative research, made by interviewing tourism professionals and Generation

Y members.



Place, publisher, year, edition, pages
2014. , 55 p.
National Category
Human Geography
URN: urn:nbn:se:miun:diva-22287Local ID: KS1-V14-A1-002Archive number: 002OAI: diva2:729149
Educational program
Master (one year) in Tourism Studies STURA 60 higher education credits
Available from: 2014-06-25 Created: 2014-06-25 Last updated: 2014-07-04Bibliographically approved

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