Abstract
Australian millennials take more trips to metropolitan compared to rural destinations; being inclined to visit the latter for short trips. Given the value of tourism to rural communities, the spending power of millennials and the inclination to revisit destinations later in life, this pilot study sought to explore the perceptions of destination marketing organisations unpacking why millennials visit rural domestic destinations, and the challenges in attracting this group to these destinations. Nine in-depth interviews with New South Wales regional destination marketing managers were conducted. The key reasons for travel being to experience nature and adventure, have authentic and unique rural experiences; and indulge in food and wine tourism. The results of this study will enhance marketing targeted at the millennial segment.
| Original language | English |
|---|---|
| Title of host publication | CAUTHE 2020: 20: 20 Vision: New Perspectives on the Diversity of Hospitality, Tourism and Events |
| Place of Publication | Auckland, NZ |
| Publisher | Auckland University of Technology |
| ISBN (Electronic) | 9780473509224 |
| Publication status | Published - 13 Feb 2020 |
| Event | CAUTHE 2020: 20: 20 Vision: New Perspectives on the Diversity of Hospitality, Tourism and Events - Auckland, New Zealand Duration: 10 Feb 2020 → 13 Feb 2020 https://www.cauthe2020.org/ |
Conference
| Conference | CAUTHE 2020: 20: 20 Vision: New Perspectives on the Diversity of Hospitality, Tourism and Events |
|---|---|
| Country/Territory | New Zealand |
| City | Auckland |
| Period | 10/02/20 → 13/02/20 |
| Internet address |
Keywords
- Millennial
- rural tourism
- destination marketing organisations
- New South Wales
- ritual inversion
