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Generation Y: opportunity or challenge – strategies to engage Generation Y in the UK attractions’ sector

Leask, Anna; Fyall, Alan; Barron, Paul

Authors

Alan Fyall



Abstract

This study examines the extent to which Generation Y (Gen Y) serves as an opportunity or challenge for visitor attractions in the UK and the corresponding strategies adopted to seek engagement with this generational segment. A multiple-case study design was adopted with face-to-face interviews undertaken with senior personnel at leading visitor attractions across the UK. The paper advances a number of marketing and experiential strategies before advocating that further research is required to explore the growing pains of Gen Y from ‘adolescence’ to ‘adulthood’ if the industry is going to be able to understand, meet and hopefully exceed their needs, wants and expectations in the challenging years to come

Citation

Leask, A., Fyall, A., & Barron, P. (2013). Generation Y: opportunity or challenge – strategies to engage Generation Y in the UK attractions’ sector. Current Issues in Tourism, 16(1), 17-46. https://doi.org/10.1080/13683500.2011.642856

Journal Article Type Article
Acceptance Date Nov 16, 2011
Online Publication Date Dec 19, 2011
Publication Date 2013-01
Deposit Date Aug 28, 2012
Journal Current Issues in Tourism
Print ISSN 1368-3500
Electronic ISSN 1747-7603
Publisher Routledge
Peer Reviewed Peer Reviewed
Volume 16
Issue 1
Pages 17-46
DOI https://doi.org/10.1080/13683500.2011.642856
Keywords visitor attraction; tourist attraction; Generation Y; marketing strategies; UK
Public URL http://researchrepository.napier.ac.uk/id/eprint/5632