DETERMINING THE MOTIVATIONS OF MILLENNIAL TRAVELLERS IN THE CONTEXT OF CULTURAL EXPERIENCES IN SOUTHEAST ASIA
Cardiff Metropolitan University
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The aim of this study was to explore what motivational factors influence travel for cultural experiences in Southeast Asia for the millennial traveller. The main topics that are discussed and analysed in this study include cultural tourism, motivation, general and travel characteristics of millennial travellers and Southeast Asia. Literature around these topics suggest that millennials are not like their previous generation while travelling and desire to visit a lot more international destinations. It also suggests that they have different travel characteristics and technology plays a big part in their holiday choices. During the literature review, there were key theories that played a crucial role in the study. These included, motivational theories from well-known authors such as Maslow and Pearce. Plog's (1974) tourist typologies and Mckercher and du Cros (2003) that defined five types of cultural tourists also helped shape questions in the researchers interviews and questionnaires. The researcher used qualitative and quantitative research methods while carrying out this study. They consisted of 112 paper and online questionnaires on millennials and four semi-structured interviews on millennials who have travelled to Southeast Asia. From this research the results were thematically analysed and come to illustrate that technology is mostly important to millennials when travelling normally, however when travelling to Southeast Asia, it was not important at all. The results also found that the majority (80%) of millennials would rather spend their money on an experience than a materialistic possession and are mainly mid-centrics or allocentrics (Plog's 1974 typologies). In terms of motivations to travel to Southeast Asia, it was concluded that interpersonal, cultural and personal development motivations were the highest recorded. Also, self-development could be an important motivation as more experienced travellers are more likely to travel to Southeast Asia. Most millennials related memorable experiences in Southeast Asia to culture, uniqueness and learning experiences, however found the image of the destination was untrue. The researcher concluded from this there needs to be a greater focus of community based tourism for millennials in Southeast Asia to suffice millennials needs and give the destination a safer image for future tourism generation.
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