• myGriffith
    • Staff portal
    • Contact Us⌄
      • Future student enquiries 1800 677 728
      • Current student enquiries 1800 154 055
      • International enquiries +61 7 3735 6425
      • General enquiries 07 3735 7111
      • Online enquiries
      • Staff phonebook
    View Item 
    •   Home
    • Griffith Research Online
    • Book chapters
    • View Item
    • Home
    • Griffith Research Online
    • Book chapters
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    Browse

  • All of Griffith Research Online
    • Communities & Collections
    • Authors
    • By Issue Date
    • Titles
  • This Collection
    • Authors
    • By Issue Date
    • Titles
  • Statistics

  • Most Popular Items
  • Statistics by Country
  • Most Popular Authors
  • Support

  • Contact us
  • FAQs
  • Admin login

  • Login
  • Adjusting attitudes using traditional media: magazines can still move millennials.

    Author(s)
    Loda, MD
    Coleman, BC
    Griffith University Author(s)
    Pendergast, Donna L.
    Wilks, Jeff
    Year published
    2010
    Metadata
    Show full item record
    Abstract
    This chapter examines the media habits and preferences of Millennials, and it considers several hypotheses that investigate how marketers of tourism products can influence attitudes by building belief strength and belief confidence among college-aged members of Generation Y. A total of 130 students at a south-eastern university were questioned about their feelings towards Aruba both before and after exposure to the promotional materials on Aruba. Findings show that the Millennial market is large, lucrative and elusive. However, while this age group is the most technologically savvy in history, they still attend to traditional ...
    View more >
    This chapter examines the media habits and preferences of Millennials, and it considers several hypotheses that investigate how marketers of tourism products can influence attitudes by building belief strength and belief confidence among college-aged members of Generation Y. A total of 130 students at a south-eastern university were questioned about their feelings towards Aruba both before and after exposure to the promotional materials on Aruba. Findings show that the Millennial market is large, lucrative and elusive. However, while this age group is the most technologically savvy in history, they still attend to traditional media, such as television and magazines. Tourism marketers looking to attract springbreak travellers should, of course, use the Internet aggressively in their media mix. However, the current research suggests that tourism marketers should not abandon the use of traditional magazines. Advertising and publicity can help increase belief strength, belief confidence and purchase intent among the Generation-Y cohort and Millennials in particular.
    View less >
    Book Title
    Tourism and Generation Y
    DOI
    https://doi.org/10.1079/9781845936013.0119
    Publication URI
    http://hdl.handle.net/10072/401666
    Collection
    • Book chapters

    Footer

    Disclaimer

    • Privacy policy
    • Copyright matters
    • CRICOS Provider - 00233E
    • TEQSA: PRV12076

    Tagline

    • Gold Coast
    • Logan
    • Brisbane - Queensland, Australia
    First Peoples of Australia
    • Aboriginal
    • Torres Strait Islander