ACADSTAFF UGM
| Title | : | Buy or Bye? Indonesian Millennial Tourists’ Motives and Consumption Patterns |
| Author | : |
Prof. Dr. Janianton Damanik, M.Si. (1) PUTU DIAH SASTRI P (2) Dr. Tri Kuntoro Priyambodo, M.Sc. (3) SUCI SANDI WACHYUNI (4) |
| Date | : | 2 2020 |
| Keyword | : | Tourists,Millenials,Motives,Consumption Tourists,Millenials,Motives,Consumption |
| Abstract | : | Purpose – This paper elaborates a study on behavioural changes in the consumption of millennial tourists in Indonesia, which to date is still little being studied. This thesis departs from an idea that casts doubt on the assumption that the tourism consumption pattern of the millennial generation is homogenous as is often discussed by previous studies. The main goal is to describe empirical facts about the diversity of motives and consumption patterns based on socio-demographic characteristics, as well as tourist experiences, and destinations visited by millennial tourists. Design/methodology/approach – This study aims to develop a study of Indonesian millennials motives and consumption pattern, based on their endogen and exogen factors which affected their behaviour during travel. As delineated in the background of the study, millennials travel pattern are still not clearly mapped. What makes a certain destination attractive to millennials that makes them want to buy and what makes a destination is less attractive (bye). An online survey of 577 respondents was conducted to find an extensive analysis of the behaviour of Indonesian millennials in buying or leaving a destination. Theoretical Approach – At the leading concept of the study, endogen and exogen factors composes millennials travel motives and consumption patterns which leads to “a good buy” and “good bye” categorisation process. A supporting concept is included to provide nuanced by differentiating evidence and supplementary information with reference to existing theories and secondary data sets. The supporting concept will emphasize on three different aspects consisting of purchase behaviour, travel motivation and experience necessities to Indonesia millennials tourist. The framework of the study holds the explanatory of millennials tourists' motives and consumption patterns in Indonesia. Findings - The motivation and consumption patterns of millennials while travelling are strongly influenced by exogenous and endogenous factors. Two main endogenous factors, namely marital status and willingness to pay, are the basis for selecting destinations. The exogenous factors embedded in the elements of sustainability have proven to be very attractive or defined as a “good buy” instead of a “good bye” to millennial’s visitation. endogenous and exogenous make a major contribution to the behaviour of millennials; whether buy (take it) or bye (leave it). Endogenous elements that influence the motivation and consumption patterns of millennials include 1) marital status; 2) age group; 3) income 4) gender and 5) level of education. Meanwhile, exogenous elements that affect the behaviour of Indonesian or considered as a good buy for Indonesian millennials are 1) destination attractiveness which is equivalent to destinations that maintain sustainability; 2) volunteering activities; 3) conservation concerns; 4) sharing economy and 5) local community interaction. Originality/value – The study is aimed to filling the theoretical gap between motive linearity and tourism consumption behaviour, especially among Indonesian millennials. Changes in motivation behaviour and consumption patterns will be developed from previous studies through secondary data. |
| Group of Knowledge | : | |
| Level | : | Internasional |
| Status | : |
Published
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