Understanding the Heterogeneity of Generation Y's Preferences for Travelling: a Conjoint Analysis Approach

Abstract

The unique motives of young travellers make this market segment very important to the key objectives of the global tourism plan. Accordingly, it is important to understand better the main drivers that affect their choice of a tourism offer. This paper introduces conjoint analysis as an appropriate tool for evaluating the preferences of travellers. The survey was conducted on a sample of 514 respondents. To isolate homogeneous young traveller segments, preference-based segmentation was performed on the conjoint data. Based on the study findings, a marketing strategy for each identified market segment is suggested.