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The Generation Y Wellness Traveler: Marketing Implications Nancy M. Hritz, Ph.D. Cara L. Sidman, Ph.D. Michelle D’Abundo, Ph.D .

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The Generation Y Wellness Traveler: Marketing Implications Nancy M. Hritz, Ph.D. Cara L. Sidman, Ph.D. Michelle D’Abundo, Ph.D . University of North Carolina Wilmington. Introduction ~ Travel for health, fitness or wellness: New trends, but not a new idea. Introduction ~ Generation Y:

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Presentation Transcript
slide1

The Generation Y Wellness Traveler:

Marketing Implications

Nancy M. Hritz, Ph.D.

Cara L. Sidman, Ph.D.

Michelle D’Abundo, Ph.D.

University of North Carolina Wilmington

slide2

Introduction ~

Travel for health, fitness or wellness:

New trends, but not a new idea

slide3

Introduction ~

  • Generation Y:
  • General characteristics
  • Travel characteristics
  • Gen Y & marketing
slide4

Purpose of the study:

To create a marketing profile of the Generation Y wellness traveler

slide5

Literature Review/background ~

  • Defining wellness tourism:
  • Medical tourism
  • Wellness and six dimensions
  • Travel motivations:
  • Push (internal)
  • Pull (external)
slide6

Method:

Survey instrument:

 Perceived Wellness Survey (PWS)

 Push/pull travel motivation statements (borrowed from Hallab 1999)

slide7

Analysis~

  • 315 Generation Y individuals from the southeastern area of the U.S.
  • Exploratory factor analysis (EFA) of push/pull questions for data reduction
  • K-means cluster analysis for marketing profile
slide8

Results~

  • Five distinct groups of the Gen Y Wellness Traveler:
  • Escapers (19.42%)
  • After Hours (16.83%)
  • Amenity Seekers (23.95%)
  • Most Unwell (16.18%)
  • Most Well (23.62%)
slide9

Conclusions – what does it all mean?

  • Relationship between push and pull
  • factors
  • Connection between perceived
  • wellness and travel choices
  • Socialization’s importance and non-
  • importance
  • Amenity Seekers
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Thank you~

Questions?

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