In keeping with these changes, marketing activities increasingly speak to the distinct consumer psychology of a particular target market (Schiffman et al. 2008). Thus, tourist destinations are progressively moving away from mass marketing and are instead pursuing more sophisticated approaches to segmenting tourist markets. As a result, a generational perspective on travel and other purchase decisions is preferable to other segmentation variables such as demographic characteristics of age and life stage, which have traditionally been used to identify market segments. More recently, generational cohort segmentation has become popular because it examines historical and environmental influences on consumer psychology (Benckendorff, Moscardo, and Pendergaust 2010).