The theoretical model of generational travel decision making validated in this study extends previous attitudinal theories, such as the theory of planned behavior. In contrast to previous models that have focused solely on the decision making of individuals, the introduction of formative referents to a travel decision-making model means that group (i.e., generational cohort) as well as individual dynamics are incorporated into the attitude formation process. The unique formative experience of each cohort creates the basis of a
“generation gap” that distinguishes generational cohorts from each other. As a result, each generational cohort is a unique consumer group with distinct attitudinal beliefs that are collectively shared by the cohort’s members. Therefore, while the model developed in this investigation focuses on the decision making of individuals, it also accounts for the influence of group dynamics that exist as a result of indi- viduals being part of a cohort.