Vacation Activity Preferences: An Examination of Generational Differences across Psychographic Categories Employing Plog’s Model

Authors

  • Ryan Merritt
  • Carol Kline
  • Alleah Crawford East Carolina University
  • Paige Viren
  • Ginni Dilworth

DOI:

https://doi.org/10.18666/JPRA-2018-V36-I4-8891

Keywords:

Activities, adventure travel, generation cohorts, psychographics, vacation preferences

Abstract

This study investigated potential differences of preferred vacation activities among three generational cohorts using psychographic profile characteristics based on Plog’s Model of Tourist behavior. The generational cohort psychographic analysis illustrates how the different generations distribute across Plog’s continuum and their vacation activity preferences. Data suggest a fairly uniform psychographic distribution across the generational cohorts, however, specific activity preference differences were found across generations, with Generation Y preferring slightly more active pursuits, such as beach activities, walking, kayaking, and biking. DMOs should consider activity preferences and psychographic needs when creating marketing materials for all generational cohorts. Connecting the needs of the psychographic categories with preferred activities is a streamlined approach to destination marketing.Subscribe to JPRA

Author Biography

Alleah Crawford, East Carolina University

College of BusinessSchool of Hospitality LeadershipAssociate Professor

Published

2018-11-14

Issue

Section

Regular Papers