New generation of consumers in the tourism industry: Secondary Research

Komodromos, Ioannis (2018)

Working Paper

Marketing communication has taken a new approach towards the consumers due to the vast transition and interaction of technology in our daily lives. After introducing the relevant factors stating the importance of mobile friendly website and app, the study will evaluate how it applies to the new generation of consumers- the millennials. This is key for businesses in capturing younger consumer base as well as understanding how technological trends are affecting the future of consumer’s behaviour. By understanding the new generation of consumer’s behaviour and their interaction with technology, an organisation can target a larger group of consumers and gain their loyalty. If a company wants to remain relevant in the minds of millennials, they must integrate themselves into the digital world, whether by creating an app, social media page or a mobile friendly website. Moreover millennia’s interaction with social media platforms and technological innovations affect the tourism market and tourist trends across the globe. It has been proven that consumers involve social media platforms at all 3 stages of their journey (journey preparation, during the journey, after the journey). This article aims to highlight the most common communication channels of the millennial generation and the level of influence that each channel has during the decision making process.

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