Does generation matter? A comparison between travel behaviour and factors affecting on travel decision of generation Y and Z

This study aimed to examine the differences in travel behaviours and attitudes toward factors affecting travel decisions between Generation (Gen) Y and generation Z Thai tourists. Moreover, this study proposes a tourism marketing strategy to promote tourism for both generations. The samples size of this study was 400 Gen Y and generation Z Thai tourists. The online questionnaire was used to collect data through Facebook fan pages. The result yielded that Gen Y and Gen Z Thai tourists shared many similar travel behaviours, such as travel objectives, transportation, the season of traveling, favourite areas, days of travel, frequency, and sources of information. The author recommended that cultural tourism, eco-tourism, and adventure tourism would fit the needs of these cohorts. Influencer marketing should be implemented to encourage sales promotion toward these generations. Moreover, the popular type of social media should be used to fit with the character of each generation