Limitations and Future Research
While this study identified key constructs that underlie generational travel decision making, it has some limitations that suggest directions for future research. Future research on this topic could unpack the constructs examined here, perhaps by using other research methodologies such as more participatory narrative-based approaches, including story- telling and biographic studies (Nimrod 2008; Sedgley, Pritchard, and Morgan 2011). Cross-cultural studies are also important to advance understanding of generational cohorts, particularly to establish whether these generations, with their associated travel decision-making processes, are a global, western, CANZUS, or country-specific phenomenon. Longitudinal studies of generational travel behavior, as undertaken by Pennington-Gray et al. (2003), may also provide some further insights into the changing preferences and behavior of each cohort.
The next important step in advancing understanding of generational travel decision making is to test the robustness of the model across generational cohorts, comparing the cohort models with each other to investigate the similarities and differences between the cohorts. Furthermore, cross- generational comparison of the conceptualization of the key constructs in the model would be useful. For instance, exploring each cohort’s views on value for money, similar to the experimental approach adopted by Nicolau and Selllers (2012), could yield important insights. Given the popularity of generational cohort analysis and the dynamic and rapidly changing environment in which the tourism industry oper- ates, further investigation of a generational approach to understanding travel consumption is warranted.
Limitations and Future Research
While this study identified key constructs that underlie generational travel decision making, it has some limitations that suggest directions for future research. Future research on this topic could unpack the constructs examined here, perhaps by using other research methodologies such as more participatory narrative-based approaches, including story- telling and biographic studies (Nimrod 2008; Sedgley, Pritchard, and Morgan 2011). Cross-cultural studies are also important to advance understanding of generational cohorts, particularly to establish whether these generations, with their associated travel decision-making processes, are a global, western, CANZUS, or country-specific phenomenon. Longitudinal studies of generational travel behavior, as undertaken by Pennington-Gray et al. (2003), may also provide some further insights into the changing preferences and behavior of each cohort.
The next important step in advancing understanding of generational travel decision making is to test the robustness of the model across generational cohorts, comparing the cohort models with each other to investigate the similarities and differences between the cohorts. Furthermore, cross- generational comparison of the conceptualization of the key constructs in the model would be useful. For instance, exploring each cohort’s views on value for money, similar to the experimental approach adopted by Nicolau and Selllers (2012), could yield important insights. Given the popularity of generational cohort analysis and the dynamic and rapidly changing environment in which the tourism industry oper- ates, further investigation of a generational approach to understanding travel consumption is warranted.
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