Literature Review
Generational shifts in the demographic profile of society are exerting a major influence on tourism behavior (Cooper and Hall 2008; Nedelea 2008). The World Tourism Organization (WTO) predicts that worldwide visitor arrivals will exceed one billion by 2012 (WTO 2012), driven by increases in population and life expectancy, migration, and changing family structures. In addition, expansion of the middle class in emerging economies, most notably China and India, has fueled tourism growth. With these changes come effects on the nature of travel consumption as well as opportunities and challenges for the tourism industry (WTO 2010). In particu- lar, as demand for tourism has increased and new tourist destinations have emerged, competition in the tourism sector has intensified (Crouch 2011; Getz and Brown 2006).