Motivações dos viajantes millennials globais




Millennial; motivações; comportamento de viagem; Geração Y; Geração Z


Este artigo relata uma pesquisa global com viajantes millennials entre 18 e 35 anos e analisa as motivações em todas as regiões e países do mundo. Uma versão adaptada da Leisure Motivations Scale foi submetida a análise fatorial, revelando quatro dimensões de motivação: Relaxamento, Exploração, Desafio e Socialização. Todos os Millennials tendem a ver a exploração como o mais importante, mas os viajantes asiáticos, em particular, enfatizam o relaxamento e o desafio. Verificou-se também que as motivações variam de acordo com a idade e o destino, indicando que as motivações não são apenas individuais, mas também relacionadas ao contexto. Concluímos que a geração do milênio não é uma geração global coesa em termos de motivações de viagem.

Biografia do Autor

Greg Richards, Breda University and Tilburg University, the Netherlands

Is Professor of Placemaking and Events at Breda University of Applied Sciences and Professor of Leisure Studies at Tilburg University in the Netherlands. He has been involved with the New Horizons youth travel research programme since 2002.

Wendy Morrill, World Youth Student & Educational Travel Confederation (WYSE)

Is Manager of Research and Education at the World Youth Student & Educational (WYSE) Travel Confederation, an international travel trade association based in the Netherlands. She has been involved with WYSE Travel Confederation and the New Horizons youth travel research programme since 2008.


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