BS in Recreation, Parks, and Tourism Administration
Recreation, Parks, and Tourism Administration Department
Jerusha B. Greenwood
Millennial generation students are a growing market for the travel and tourism industry, yet tourism marketers lack research regarding travel habits and motivations for them. As a result, the travel and leisure industry have not been able to capitalize on this revenue stream. The purpose of this study was to explore the beliefs, motivations, and attitudes that millennial generation students have about the benefits of travel and leisure. Topics for the literature review included motivations and attitudes, and qualitative research. Essays on motivations and beliefs of travel and leisure were assigned in fall 2009 to the RPTA 214 class and submitted electronically over Blackboard. Of the original 22 essays 12 were randomly selected and converted into a master copy to eliminate names. The researcher analyzed the data qualitatively by scanning for word usage and context. The results indicated that the major beliefs, motivations, and attitudes for millennial generation students were: the whole experience, education, freedom, and personal growth. These findings can be used by the travel and leisure industry to better target the millennial generation college students.