Marketing destinations to customers from diverse generations

Authored by: Medet Yolal

The Routledge Handbook of Destination Marketing

Print publication date:  April  2018
Online publication date:  April  2018

Print ISBN: 9781138118836
eBook ISBN: 9781315101163
Adobe ISBN:

10.4324/9781315101163-11

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Abstract

Generational cohorts exhibit somewhat predictable traits, values, beliefs and lifestyles that set them apart from other generations. Due to changing consumption patterns, each generation requires a specific marketing approach to address its needs. In line with this observation, understanding the differences among generations helps destination marketers and managers better tailor their products and services. Therefore, this chapter aims to discuss the importance of generational marketing for destinations. The study reviews the literature on generational theory and summarizes the characteristics of different generations. Further, the study discusses key points for destination marketers when segmenting markets based on generation. The chapter ends with specific tips for improving generational marketing.

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