Getting to know the Y Generation.

Abstract

The profile of the tourism industry is characterized by multigenerational visitors and a multigenerational workforce. A major shift in the balance of generational dominance is currently occurring, with the 'Baby Boomer' generation exiting the leadership roles in the workforce and the Y Generation dramatically entering, both in the workforce and as visitors. According to generational theory, each generation brings with them somewhat predictable traits, values and beliefs, along with skills, attributes, capacities, interests, expectations and preferred modus operandi directly attributable to their generational location. For the tourism industry, insights gained through the lens of generational theory has the potential to guide the incentives, the motivators, the leadership models and the overall culture of the profession to better connect with the Y Generation as the most recent members of the tourism workforce and as the current and future visitor market. This chapter sets out to provide some foundations around the concept of generations, discuss the demography and unique character traits of members of the Y Generation by drawing on a renowned generational theorist, and begin to consider this cohort as tourism, consumers. This chapter will thus serve as a platform for the following chapters in the book.

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