Local tourism and the millennials: the determinants influencing the accommodation choise

• Autor(a) principal: Rebelo, Mariana Martins
• Data de Publicação: 2020
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/21935
• topic: Tourism marketing; Millennials; Local accommodation; Choice attributes; Marketing do turismo; Alojamento local; Atributos de escolha

The present thesis focusses their studies on the most important choice attributes that Millennials consider when searching for a hospitality accommodation and also reflects on their perception of Local Accommodation in specific. Recently, the Tourism market is facing the biggest challenge of the previous years, the pandemic COVID-19, which reduced significantly the guests staying in all types of accommodations in Portugal for vacation. Despite of this, it also appears that a good part of this business has come to represent the owner's main source of income, so it is important to reflect on a strategy to attract the biggest customer of tourism - the Millennials. The Generation Y behaviour was studied in the present report in order to know how Local Accommodation can meet their needs by having an offer with the attributes they value the most. Also, it was done an analysis on how the different demographic characteristics and travel behaviours affect these preferences. To achieve this a lot of information was collected from scientific articles and it was developed an online survey, which gathered data from 242 travellers. From this analysis it was possible to structure the most important attributes by levels of priority for the consumer, which will consequently be the order of approach suggested to be taken by the owner of the establishment.