Millennials’ support for tourism development: the effect of market orientation by governments

Abstract

Purpose This study aims to investigate the impact of local government market orientation as perceived by Millennials on their intention to support tourism development. Design/methodology/approach An online survey administered to a sample of 418 Millennials was designed for descriptive and causal data analyses. Findings The results show that Millennials’ intention to support tourism is high and depends on perceived market orientation. In the proposed model, market orientation by local government directly predicts perceived benefits and attitudes, and indirectly, the intention to support. Economic benefits are not the only relevant benefits to Millennials. Research limitations/implications The main limitation of this work is related to the selection and combination of the internal and external variables included in the proposed model, given the great diversity of variables in the literature in this field. Practical implications This study allows us to predict and encourage Millennials’ intention to support tourism development through very few variables. This study is of theoretical and practical interest to local government, tourism firms, educators and researchers. These entities can, thus, encourage the support process collaboratively among Millennials. Originality/value This predictive study of Millennials’ intention to support includes variables that have not been previously studied together. Through market orientation by local government, the organizational world and young consumers are connected. The generational approach adopted allows the use of global actions to encourage Millennials’ support.

Residents’ support toward tourism and socio-economic crisis by covid19 -The case of young residents in Okinawa island, Japan

“…The sample was selected from young residents of the university on the island aged between 18 and 29 years. A generational approach ('Net Generation' or 'Generation Z') has been used in the study, considering the following reasons;(a) university students are a suitable representation of that generation;(b) they tend to be more active in adopting innovative technologies to make decisions about tourism development and participation;(c) they will contribute towards more sustainable tourism development at the destination as future generation (Fyall et al, 2017;Parra-Lopez et al, 2021).…”

“…Thus, residents' trust in tourism policy and institutions influences their reactions to tourism impacts (Nunkoo & So, 2016). Furthermore, tourism policy in these regions was shown to be more likely to influence significant predictive perceptions of economic, socio-cultural, and environmental impacts (Nunkoo & So, 2016;Parra-Lopez et al, 2021).…”

“…https://doi.org/10.58345/EVFL3995 | 5 studied for a more accurate prediction of residents' support for tourism (Nunkoo & So, 2016). However, the variable about trust for tourism policy have rarely been studied together with variables such as tourism impact and attitudes (Ouyang et al, 2017;Parra-Lopez et al, 2021).…”

“…Tourism development has generated several positive benefits such as increasing job opportunities and revenue in the region and developing the region's infrastructure (Parra-Lopez et al, 2021;Yoon et al, 2001). Additionally, the development of tourism in regions has emerged as having a positive socio-cultural impact (e.g.…”

“…As trust in tourism policy is related to residents' perception processes, policymakers need to fully understand their perceptions of tourism and incorporate them into policies and strategies (Gursoy et al, 2017). Additionally, residents' trust in tourism-related institutions is involved in policy (Ouyang et al, 2017); this is because the policy affects the perceived impact of tourism (Parra-Lopez et al, 2021). Based on these findings, the study of the influence of residents' perceptions of tourism using SET as an analytical framework should be strengthened by considering trust in tourism policy and institutions.…”