The application of generational theory to tourism consumer behavior: An American perspective

The purpose of this study was to examine the attitudes and behaviors of American international travelers using a generational analysis. Based on Woodside and Dubelaar (2002)ʹs theory of tourism consumption systems (TCS), five hypotheses were proposed regarding touristsʹ information source preferences, destination visitation history, future destination preferences, destination evaluation criteria, and travel activity preferences. The study utilized Chi-square and ANOVA tests to detect statistically significant differences among generations. Additionally, two perceptual mapping techniques (correspondence analysis and multidimensional scaling analysis) were employed to graphically discern the relationships between generations and the variables of interest. The results support all five hypotheses, revealing not only a number of significant differences among generations, but also some important similarities. The study provides important empirical support for the theory of TCS, whilst showing the value of generational analysis as a commonsense segmentation criterion in travel market research.