DETERMINING HOLIDAY PREFERENCES OF CONSUMERS WITHIN GENERATIONS

Authors : Davut KARAMAN, Özge AYKIN

Pages : 186-200

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Publication Date : 2021-09-08

Article Type : Research Paper

Abstract :Researches on generations especially help businesses to make the right decisions in their marketing strategies. In this context, the aim of the study is to determine consumer holiday preferences within the scope of generations. The research is a descriptive type study. The main sample of the study consists of baby boomers, X, Y and Z generation members residing in Antalya. In this context, questionnaires were applied to the baby boom, X, Y and Z generations. Another criterion taken as a sample is that the participants must have holiday experience. In addition, people under the age of 18 in the Z generation were excluded from the sample. The research was carried out with a total of 655 questionnaires. It has been determined that all generations learn most about the holiday from social media advertisements. As the most preferred accommodation choice during the holiday, all generations of participants mostly prefer to stay in hotels. All generations prefer the first highway, and the second airline, as the most preferred mode of transportation when going on vacation and returning. In addition to the contribution of the study to the literature, it is aimed to benefit tourism businesses and marketing experts.
Keywords : Consumer Behaviour, Holiday Preferences, Generations, Marketing