The Influence of Others on the Vacation Experience: An Ethnographic Study of Psychographics, Decision Making, and Group Dynamics Among Young Travelers

The vacation experience is often enjoyed in the company of others. Whereas scholars have focused on the consumer behaviors of mature travelers, young travelers have received less attention. The present study explores customer-to-customer interactions among young travelers (in their 20s and 30s) within a European tour-group setting. Furthermore, it attempts to understand the influence such travelers have on one another. The decision-making patterns, role of the tour guide, group dynamics, and psychographic preferences are studied from an ethnographic approach. Results indicate that the young travel segment is not as homogeneous as previously conceived. Notable differences in activities, interests, and opinions were observed. Additionally, several cases of en-route group purchase decisions were observed. This article draws upon the concept of compatibility management to advocate for a more targeted approach in appealing to this particular market segment. Conclusions are made regarding the differences among trip participants and potential segmentation strategies are proposed