Travel Decision Making: An Empirical Examination of Generational Values, Attitudes, and Intentions

Abstract

Underpinning generational cohort analysis is the notion that the formative experiences of each cohort influence its members' lifelong beliefs, values, and behavior. However, previous studies have failed to verify this notion. This study is the first to do so, showing that memories of the formative years influence a generational cohort's present-day travel decision making. Focus groups and an online survey of Australian Baby Boomer, Generation X, and Generation Y consumers provided data for the development and testing of the model presented here. Structural equation modeling shows the proposed model is robust, substantiating the importance of formative referents influencing salient referents, value perceptions, and attitude and intention to travel. This study provides a theoretical foundation for future research on this topic, highlighting the importance of considering a travel segment's generational perspective when designing a marketing strategy.