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The Generation Y Wellness Traveler: Marketing Implications Nancy M. Hritz, Ph.D. Cara L. Sidman, Ph.D. Michelle D’Abu

The Generation Y Wellness Traveler: Marketing Implications Nancy M. Hritz, Ph.D. Cara L. Sidman, Ph.D. Michelle D’Abundo, Ph.D . University of North Carolina Wilmington. Introduction ~ Travel for health, fitness or wellness: New trends, but not a new idea. Introduction ~ Generation Y:

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The Generation Y Wellness Traveler: Marketing Implications Nancy M. Hritz, Ph.D. Cara L. Sidman, Ph.D. Michelle D’Abu

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  1. The Generation Y Wellness Traveler: Marketing Implications Nancy M. Hritz, Ph.D. Cara L. Sidman, Ph.D. Michelle D’Abundo, Ph.D. University of North Carolina Wilmington

  2. Introduction ~ Travel for health, fitness or wellness: New trends, but not a new idea

  3. Introduction ~ • Generation Y: • General characteristics • Travel characteristics • Gen Y & marketing

  4. Purpose of the study: To create a marketing profile of the Generation Y wellness traveler

  5. Literature Review/background ~ • Defining wellness tourism: • Medical tourism • Wellness and six dimensions • Travel motivations: • Push (internal) • Pull (external)

  6. Method: Survey instrument:  Perceived Wellness Survey (PWS)  Push/pull travel motivation statements (borrowed from Hallab 1999)

  7. Analysis~ • 315 Generation Y individuals from the southeastern area of the U.S. • Exploratory factor analysis (EFA) of push/pull questions for data reduction • K-means cluster analysis for marketing profile

  8. Results~ • Five distinct groups of the Gen Y Wellness Traveler: • Escapers (19.42%) • After Hours (16.83%) • Amenity Seekers (23.95%) • Most Unwell (16.18%) • Most Well (23.62%)

  9. Conclusions – what does it all mean? • Relationship between push and pull • factors • Connection between perceived • wellness and travel choices • Socialization’s importance and non- • importance • Amenity Seekers

  10. Thank you~ Questions?

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