Tourism Trends Among Generation Y in Poland

On the basis of empirical studies and available sources, the author presents tourism as undertaken by young Poles from Generation Y, with reference to demographic, and above all generational changes. She focuses on presenting tourism preferences and typical behaviour. The analysis shows that their behaviour is similar to those observed by Generation Y globally. The similarities are also visible in tourism - new, post-modernist trends, such as gap year and internet couch surfing portals, as forms of independent travel organization, are becoming more and more popular. On the other hand, the consumptionist habits of Generation Y (preferences for comfort and entertainment), as well as an orientation towards family and friends, frequently travelling companions, can also be observe

Corporate Social Responsbility in Business Courses: How Can Generation Y Learn?

This paper deals with the teaching of Corporate Social Responsibility (CSR) in Business courses to Generation Y Business students in Australian universities. Generation Y students embody particular characteristics that may seem paradoxical, such as placing an increased emphasis on an improved materialistic lifestyle alongside green marketing or climate change issues. Generation Ys also highly value a balanced work-leisure environment but are comfortable with living on high levels of debt and expenses. The question then emerges: what is the most effective method of educating Generation Y Business students about CSR? A three-fold approach is proposed: a foundation of life-long learning about the theory and principles of how one goes about making intrinsic decisions in life and business, incorporating concepts of CSR into Business units, and then applying these concepts in Business Internships

Does brand image or taste have more influence on consumer preference for energy drinks?

In the past, numerous studies have been completed comparing brand image to product performance. In these studies it has been shown that brand image does have an effect on preferences and observers evaluate product performance differently when brand image is part of the equation. However, Generation Y is often cited as being skeptical of advertising, because they have been bombarded with media their entire lives. Therefore, this study examined a product targeted towards Generation Y, energy drinks, and compared stated brand preferences to actual product performance. The sample was 68 college students from Bryant University varying in age from 18 to 23 years old. In the study, participants were asked to complete an online survey about energy drinks and within the survey they were asked to rank five energy drinks (Red Bull, Monster, Full Throttle, Amp, and Rockstar) in order from favorite to least favorite. Several days later, the participants then came to the Applied Psychology Research Center on campus and participated in a blind taste test where they again ranked the energy drinks favorite to least favorite. Results showed that Generation Y is not immune to advertising. In the survey, Red Bull was clearly the most preferred brand with 47% of respondents selecting it as their favorite. In the blind taste tests, Monster was most preferred with 28% of respondents choosing it as their favorite. When comparing favorites using mean ranks, Red Bull was also most preferred in stated preferences (mean rank = 2.2) and Amp was most preferred in taste tests (mean rank = 2.7). Thus, Generation Y may be more skeptical about advertising, but they are still influenced by marketing efforts as shown by the discrepancy between stated preferences and the taste test preferences. These results provide important information for marketers because they show that advertising dollars aimed at Generation Y are effective

Sports consumption behaviour among generation Y in mainland China

The Chinese Government has relaxed its tight control over sport (Stensholt 2004), the country is set to host the 2008 Olympic Games and every major sport franchise in the world is making plans for a full assault on the Chinese market. The game is on in mainland China, however despite the excitement about the market there is little understanding of sport consumption in China or the attitudes and behaviours of potential sport consumers. The bulk of the literature in consumer behaviour within sports relates specifically to developed industrialised nations, specifically USA, Canada, Europe and Australia. Of particular interest to academics and practitioners alike should be the potential of the huge generation Y market in China. Generation Y (those born after 1978) represent not only a current lucrative market but also represent the future development of sport and sport consumption in China. This exploratory study has revealed that generation Y consumers in China exhibit sports consumption behaviours which differ in numerous respects from their counterparts in the USA and deserve deeper study

Reactions of Generation Y to Luxury Hotel Twitter Promotions

Social media refers to the means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks (Merriam-Webster, 2013). Social media marketing refers to the process of gaining website traffic or attention through social media sites (Evans, 2008). In today’s society, social media refers mainly to websites including (but not limited to) Facebook, Twitter, LinkedIn, and Google+. The most popular and fastest growing of these social media venues is Twitter. Twitter was founded in 2006 by Jack Dorsey, Evan Williams, and Biz Stone. Since 2006, almost 200 million users across the globe have joined the site; over 140 million tweets are “tweeted” daily (Picard, 2011). Twitter took advantage of a niche in the market, allowing 140 characters to express an idea or emotion. Twitter has changed the media world as a news source, tweeting real-time information from stories that arise (Picard, 2011). In the lodging industry, methods of social media to promote hotels are becoming more popular. Twitter, in particular, has emerged as a “moment of truth” for a hotel, demonstrating how instantly and tactfully hotels react to the thoughts and opinions of former, current, and potential guests. Studies have also suggested that “online social life mirrors offline relationships in many ways” (Moore, p. 440). Therefore, Twitter accounts should be viewed as an extension of the hospitality business, in particular lodging, echoing the relationship a customer would feel upon arrival to the hotel. Hotel marketing teams have reached “great success by driving demand to hotels through increased online advertising and web optimization” (Chipkin, 2013). This has increased overall customer views of the hotel without affecting the rate strategy of the property or brand. Twitter presence could, potentially, help a patron decide between two hotels, “If a promotion, experience or package is unique, it definitely works to generate bookings and helps put you first in a consumer’s mind when they are choosing between two or three hotels,” says Rachel Harrison of Hyatt Andaz (Chipkin, 2013). Hotel companies worldwide are investing in their social media networks. Certain hotels (i.e. W Barcelona) are even hiring social media and marketing managers whose responsibilities include instant Twitter feedback (Appendix 1). The purpose behind this investment is to maximize these social media accounts, creating feedback from all potential guests, allowing them to react to both positive and negative word of mouth. Social media managers have recently encountered an opportunity; Generation Y is becoming a target demographic. As Generation Y enters the workforce and begins a career, the exposure to hotel brands and types will increase. Luxury hotel stays are becoming more financially reachable to these Generation Y guests because of their career advancements (Fields, 2013). This study will serve to evaluate the added benefits from the adoption of social media channels, particularly Twitter

What does generation Y want from conferences and incentive programmes?

This article examines the particular characteristics of Generation Y, such as their high expectations, their desire for ongoing education and their technological aptitude. It investigates the ways in which conferences and incentive programmes can be designed in such a way that they appeal to this youngest, but fastest-growing, segment of employees. Approaches include effective use of technology, involvement at the design stage, consideration of CSR and sustainability and effective use of speakers. The recommendations will be of interest to all intermediaries and suppliers in the conference and incentive travel industry, including convention bureaux and other destination marketing organisations, destination management companies, professional conference organisers and incentive travel houses, venues and speakers

The influence of social value and selfcongruity on interpersonal connections in virtual social networks by Gen-Y tourists

This research focuses on the relationship of self-congruity and perceived social value with the interpersonal connections established by Generation Y tourists in virtual social networks. A quantitative study was performed using a sample of young travelers from Spain. The methodologies of Confirmatory Factor Analysis (CFA) and Structural Equation Models (SEM) were used to analyze the results. The findings of the research show that self-congruity influences the perceived social value; the perceived social value leads to satisfaction and the creation of interpersonal connections in virtual social networks; and the interpersonal connections in virtual social networks influence the use of these tools by Generation Y travelers

The Academic Librarian and Techno-Communication: Facilitating Social Networking with Generation Y Students

This paper will address the ways in which academic librarians can work to bridge the communication gap with Generation Y students using social networking and techno-communication. Utilizing cyber-communication opens many doors previously shut to educators. Academic librarians, specifically, have much to gain by embracing the trend toward online communication and social networking. Facebook, and other social networking sites like Friendster and MySpace, have helped to dissolve barriers between librarians and students. An online profile can allow, even moderately techno-savvy librarians, a new brand of accessibility to the university community. Academic librarians can gain acceptance and direct access to students, and anyone else in the university network with a Facebook account. Cyber-connected librarians are also able to directly advertise—and even personally invite—online university members to events, inform network users of new library collections, new online databases, upcoming library workshops, and any number of other outreach activities. In addition, a librarian’s online profile page can include links to sites designed to help students with citing sources for a paper, RSS feeds to library and university news and events, current national and world news items, book reviews, and personal and reference desk contact information. Other forms of technological communication, such as IM (instant messaging or chatting) can also be a useful tool for the academic librarian.International Federation of Library AssociationsUniversity of Toronto, LibraryUniversity of Toronto, Faculty of InformationUniversity of Illinois, LibraryTitle VI National Resource Center Grant (P015A060066)unpublishednot peer reviewe

A Comparison of X, Y, and Boomer Generation Wine Consumers in California

This research shows that the wine market in the California is segmented by age. The wine-consumption behavior of the California wine consumer differs between the Generation X consumer and those in Generation Y and Baby Boomers. There are differences in demographics, purchasing attitudes, and purchasing behaviors among wine consumers from different generations. The findings from this research demonstrate that it is increasingly important to develop marketing strategies that are segmented for the target wine consumer. Generation Y are young wine consumers who are especially important for the industry because they offer an opportunity for growth–these younger generations are developing tastes now that are likely to last as they age.Consumer/Household Economics,