Why Millennials As Digital Travelers Transformed Marketing Strategy in Tourism Industry

Starcevic,S.,&Konjikusic,S. (2018),Why Millenials As Digital Travelers Transformed Marketing Strategy in Tourism Industry, International Thematic Monograph Tourism in Function of Development of the Republic of Serbia - Тourism in the Era of Digital Transformation, University of Kragujevac, pp.221-24

20 Pages Posted: 2 Dec 2018 Last revised: 15 Sep 2021

See all articles by Sladjana Starcevic

Sladjana Starcevic

FEFA Faculty

Sneţana Konjikušić

FEFA - Faculty of Economics, Finance and Administration

Date Written: June 1, 2018

Abstract

As digital natives, millennials have led to significant shifts in the marketing approach of organizations in the tourism industry. The aim of the paper is to analyze how digital technologies have influenced the travel behavior of millennials and to create their profile, in order to help marketing managers in tourism to create effective marketing strategy. Meta-analysis approach has been used, taking different published studies into account, focused on tourism and marketing concepts in the era of information technology. The analysis showed that millennials have a high level of technological proficiency, they are price sensitive, not predictable, do not respond to traditional marketing, use social media and digital influencers as a source of information for travel decisions, prefer mobile applications for travelers, are equipped with many digital devices while traveling and choose destinations that offer them experience that can be shared on social networks instantly.

Keywords: millennials, digital technologies, tourism, travel, travel behavior, travel behavior, tourism marketing

JEL Classification: M31, M37

Suggested Citation

Starcevic, Sladjana and Konjikusic, Sneţana, Why Millennials As Digital Travelers Transformed Marketing Strategy in Tourism Industry (June 1, 2018). Starcevic,S.,&Konjikusic,S. (2018),Why Millenials As Digital Travelers Transformed Marketing Strategy in Tourism Industry, International Thematic Monograph Tourism in Function of Development of the Republic of Serbia - Тourism in the Era of Digital Transformation, University of Kragujevac, pp.221-24, Available at SSRN: https://ssrn.com/abstract=3280320

Sladjana Starcevic (Contact Author)

FEFA Faculty ( email )

Bulevar Zorana Djindjica 44
Belgrade, +381
Serbia
+381 11 2600 600 (Phone)

HOME PAGE: http://www.fefa.edu.rs/index.php?lang=en

Sneţana Konjikusic

FEFA - Faculty of Economics, Finance and Administration ( email )

Bulevar Zorana Djindjica 44
Belgrade, +381
Serbia

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