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

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 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.