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Events and Tourism Review Vol. 3 No. 1 (Spring 2020), 26-31, DOI: 10.18060/24220 

Copyright © 2020 Ijada Jackson-Macon & Godwin-Charles Ogbeide 

 This work is licensed under a Creative Commons Attribuion 4.0 International License. 

  

Events and Tourism Review 
 

June 2020 

 

Volume 3 No. 1 

 

 

Generation Y and Z Destination Attractiveness Attributes 
 

Ijada Jackson-Macon   

Indiana University Purdue University Indianapolis 

 

 

Godwin-Charles Ogbeide 

Purdue University Northwest 

 
  

 

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Jackson-Macon, I. & Ogbeide, G-C. (2020). Generation Y and Z Destination Attractiveness 

Attributes. Events and Tourism Review, 3(1), 26-31. 

 

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Jackson-Macon, I. & Ogbeide, G-C. (2020) / Events and Tourism Review, 3(1), 26-31.      

                                                27 

 

 
Events and Tourism Review Vol. 3 No. 1 (Spring 2020), 26-31, DOI: 10.18060/24220 

Copyright © 2020 Ijada Jackson-Macon & Godwin-Charles Ogbeide 

 This work is licensed under a Creative Commons Attribution 4.0 International License. 

 

Abstract 

 

The purpose of this study was to explore Generation Y and Z perceptions of destination 

attractiveness (DA) and their propensity to visit a destination. The objectives of this research 

include examining which destination attractiveness factors are critical to Generation Y, and Z 

tourists, and to compare and contrast Generation Y and Z attractiveness factors to other 

tourists. College students and recent graduates from multiple universities in the USA were 

surveyed for this study. The results of this study will contribute to the existing knowledge in 

the areas of destination marketing and management. 

 

Keywords: Destination Attractiveness, Cultural and Heritage Resources, Natural Resources, 

General Infrastructure, Hospitality, Generation Y and Z 

 

Introduction 

 

Destination attractiveness and competitiveness factors are very critical for tourism 

development (Crouch & Ritchie, 1999; Dwyer & Kim, 2003). The sample for most of the past 

studies on destination attractiveness and competitiveness includes tourists (mostly middle-aged 

adults) who have visited the specific destinations or both local and national tourists who visited 

the area. The aforementioned tourists usually respond to questionnaires regarding the destination 

competitiveness indicators chosen for the study (Cracolici & Nijkamp, 2008; Crouch 2011; 

Gupta & Singh, 2015; Law & Lo, 2016). Based on previous studies, it could be surmised that 

there is a critical need to identify the destination attractiveness factors to attract “future” tourists 

(Generation Y and Z) to destinations.  

 

Literature Review 

 

There are many factors in various research models used to explore destination 

attractiveness and competitiveness (Crouch, 2011; Dwyer & Kim, 2003). Some of the popular 

factors consist of core resources, culture, demand conditions, destination management, natural 

resources, and infrastructure (Crouch, 2011; Dwyer et al., 2004; Gupta & Singh, 2015; Hassan, 

2009; Hong, 2009). Some researchers indicated that natural resources and cultural/heritage 

resources are some of the best resources and destination competitive indicators for attracting 

tourists (Crouch, 2011; Dwyer et al., 2004; Gupta & Singh, 2015; Hong, 2009; Law & Lo, 

2016). Some of the core resources such as shopping, entertainment, and the domestic 

environment of a destination were not so important for destination competitiveness (Gupta & 

Singh, 2015; Hong, 2009). However, Generation Y tends to be attracted to meetings and events 

through entertainment (Ogbeide et al., 2013). Thus, there is a need to determine the factors that 

attract Generation Y and Z to destinations. 

 

Purpose and Objectives 

The purpose of this study was to explore Generation Y and Z perceptions of destination 

attractiveness. The objectives of this study include the following: 

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Jackson-Macon, I. & Ogbeide, G-C. (2020) / Events and Tourism Review, 3(1), 26-31.      

                                                28 

 

 
Events and Tourism Review Vol. 3 No. 1 (Spring 2020), 26-31, DOI: 10.18060/24220 

Copyright © 2020 Ijada Jackson-Macon & Godwin-Charles Ogbeide 

 This work is licensed under a Creative Commons Attribution 4.0 International License. 

 

1. Determine Generation Y and Z critical destination attractiveness factors  

2. Compare and contrast Generation Y and Z’s attractiveness factors to other tourists 

 

Methodology 

 

Population and Sample Selection 

The target population for this study was Generation Y and Z potential travelers in the 

Midwestern part of the USA. The instrument for this study was adapted from literature 

(Gomezelj & Mihalic, 2008; Gupta & Singh, 2015).  All the questions, except the demographic 

and psychographic questions, were based on a 7-point Likert scale instrument. The survey 

questions intended to measure how much each participant agreed or disagreed with the extent to 

which each statement represented his/her perception of destination attractiveness and propensity 

to visit a destination. A section of the instrument focused on the demographic and psychographic 

characteristics of the participants. The validity of the instrument was based on a panel of experts, 

and Cronbach’s alpha coefficient was used to justify its reliability. Data were collected online, 

and the Statistical Package for Social Sciences (SPSS) version 24 for Windows, a product of 

SPSS, Inc. was used for data analysis. Other tourist destination attractiveness factors were based 

on the literature review. 

 

Result and Discussion  

 

The results of this study indicated the top 15 destination attractiveness attributes (Table 

1). The results also indicated eight critical destination attractiveness factors and their mean 

ranking (Table 2). The similarities and differences within the findings of this study as compared 

to previous studies indicated eight destination attractiveness factors for US Generation Y and Z, 

domestic Indian tourists, and international tourists to India. These findings showed that “cultural 

and heritage resources” are the most important destination attractiveness factors. Other important 

factors between the three groups are cultural and heritage resources, hospitality, and general 

infrastructure. The least important factor between the three groups is entertainment. Other 

interesting observations from this study are Generation Y and Z’s interest in local 

foods/authentic cuisines. Local foods and authentic cuisines were highly ranked attributes in this 

study and in previous studies about destination attractiveness and competitiveness.   

 

Conclusion and Implication 

 

Cultural dispositions may affect Generation Y and Z’s, and other tourists’, destination 

attractiveness factors. For example, natural resources serve as critical destination attractiveness 

factors to tourists in India, but not Generation Y and Z in the US. Similarly, tourism 

infrastructure is a critical destination attractiveness factor to Generation Y and Z in the US, but 

not to tourists in India. Also, shopping is a critical destination attractiveness factor to Generation 

Y and Z within the US, but not to tourists in India. 

The findings of this study have critical policy implications for the authorities responsible 

for tourism development. They should pay more attention to enhancing the following three 

factors: cultural and heritage resources, hospitality, and general infrastructure in their 

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Jackson-Macon, I. & Ogbeide, G-C. (2020) / Events and Tourism Review, 3(1), 26-31.      

                                                29 

 

 
Events and Tourism Review Vol. 3 No. 1 (Spring 2020), 26-31, DOI: 10.18060/24220 

Copyright © 2020 Ijada Jackson-Macon & Godwin-Charles Ogbeide 

 This work is licensed under a Creative Commons Attribution 4.0 International License. 

 

communities to attract future tourists. These three factors were found to be important destination 

attractiveness factors (Table 2).. Besides, DMO’s should showcase the above factors in their 

campaign endeavors for attracting the attention of different market segments in the global 

tourism market. 

 

Table 1. Top Destination Attractiveness Attributes 

 

Destination Attractiveness Attributes N Mean Std. 

Deviation 

Factor 

Classification 

Personal safety and security 362 4.62 0.681 General Infrastructure 

Affordable place to visit 361 4.54 0.767 Shopping/Affordability 

Availability of local foods and authentic 

cuisines 

363 4.49 0.756 Cultural and Heritage 

Resources  

Good opportunities to experience the unique 

culture of the area 

360 4.47 0.753 Cultural and Heritage 

Resources  

Availability of natural attractions/scenery (e.g., 

mountains, beaches, lakes etc.) 

364 4.45 0.775 Natural Resources 

Cleanliness and sanitation of the destination 362 4.42 0.774 Natural Resources 

Good lodging facilities 364 4.38 0.774 Tourism Infrastructure 

Positive word-of-mouth from friends/family 358 4.26 0.873 Hospitality 

Personal income or the availability of financial 

resources 

360 4.25 0.972 Shopping/Affordability 

Good destination image/perception 358 4.22 0.905 Hospitality 

Good telecommunication systems in place (e.g., 

Wi-Fi, Internet, and Cell Phone Towers) 

364 4.16 1.002 General Infrastructure 

Good culinary “foodie” destination 364 4.16 0.901 Tourism Infrastructure 

Climate for summer-based activities (e.g., 

camping, beach, swimming etc.) 

364 4.09 0.975 Natural Resources 

Access to online and/or mobile travel booking 359 4.08 0.998 Hospitality 

Good local transportation systems in place (e.g., 

Taxis, Uber, Rental Cars and Metro) 

364 4.05 0.942 General Infrastructure 

 

One of the important and relevant components of this study is the noticeable difference in 

some of the destination attractiveness factors between Generation Y and Z within the US and 

other tourists. Hence, DMOs should be mindful of all these destination attractiveness indicators 

and differences and utilize the knowledge to create appropriate marketing strategies to attract 

Generation Y and Z and other future tourists to their communities. 

 

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Jackson-Macon, I. & Ogbeide, G-C. (2020) / Events and Tourism Review, 3(1), 26-31.      

                                                30 

 

 
Events and Tourism Review Vol. 3 No. 1 (Spring 2020), 26-31, DOI: 10.18060/24220 

Copyright © 2020 Ijada Jackson-Macon & Godwin-Charles Ogbeide 

 This work is licensed under a Creative Commons Attribution 4.0 International License. 

 

Table 2. Eight Critical Destination Attractiveness Factors and Ranking 

 

Destination  

Attractiveness Factors 

US 

Generation 

Y and Z 

 
Domestic 

Indian 

Tourists’ 

 
International 

Tourists to 

India  
Mean Rank 

 
Mean Rank   Mean Rank 

Cultural and Heritage 

Resources  
4.17 1  4.13 1   4.87 1 

Tourism Infrastructure 4.15 2  2.73 6   2.87 5 

Hospitality 4.15 2  3.21 3   3.15 3 

Shopping/Affordability 4.10 4  1.46 8   1.90 7 

General Infrastructure 4.08 5  3.18 4   2.98 4 

Natural Resources 4.03 6  4.01 2   3.90 2 

Recreational Activities 3.53 7  2.95 5   2.60 6 

Entertainment 3.31 8  1.64 7   1.39 8 

 

References 

 

Cracolicl, M. F., & Nijkamp, P. (2008). The Attractiveness and Competitiveness of  Tourist  

Destinations: A study of Southern Italian Regions. Journal of Tourism  Management, 

Vol. 30, pp. 336-344, Elsevier Ltd.   

Crouch, G. I. (2011). Destination Competitiveness: An Analysis of Determinant Attributes.  

Journal of Travel Research, Vol. 50, No. 1, pp. 27-45, Sage Publications.   

Crouch, G. I., & Ritchie, J. R. B. (1999). Tourism, competitiveness and societal prosperity .  

Journal of Business Research, Vol. 44, No. 3, pp. 137-152.   

Dwyer, L., & Kim, C. (2003). Destination Competitiveness: Determinants and Indicators.   

Current Issues in Tourism, Vol. 6, No. 5, pp.369-413.   

Dwyer, L., Edwards, D., & Mellor, R. (2004). Attributes of Destination Competitiveness: A  

Factor Analysis. Tourism Analysis, Vol. 9, pp.00-00, Cognizant Communication Corp.   

Gomezelj, D. O., & Mihalic, T. (2008). Destination Competitiveness—applying different  

models, the case of Slovenia. Journal of Tourism Management, Vol. 29, pp.  294-307, 

Elsevier Ltd.   

Gupta, S., & Singh, A. (2015). Determinants of Tourism Destination Competitiveness: A Case of  

Bundelkhand, India. International Journal of Management Research, Vol. 6, No. 2.   

Hassan, S. S. (2000). Determinants of Market competitiveness in an Environmentally  

Sustainable Tourism Industry. Journal of Travel Research, Vol. 38, No. 3, pp. 239-245, 

Sage Publications.   

Hong, W. C. (2009). Global Competitveness measurement for the tourism sector. Current Issues  

in Tourism, Vol. 12, No. 2, pp. 105-132, Routledge Taylor & Francis Group.   

 

 

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Jackson-Macon, I. & Ogbeide, G-C. (2020) / Events and Tourism Review, 3(1), 26-31.      

                                                31 

 

 
Events and Tourism Review Vol. 3 No. 1 (Spring 2020), 26-31, DOI: 10.18060/24220 

Copyright © 2020 Ijada Jackson-Macon & Godwin-Charles Ogbeide 

 This work is licensed under a Creative Commons Attribution 4.0 International License. 

 

Ogbeide, G-C., Fenich, G., Scott-Halsell, S., & Kesterson, K., (2013). Communication  

preferences for attracting the millennial generation to attend meetings. Journal of 

Convention and Event Tourism, 14(4) 331-344. 

Law, F. Y., & Lo, M. C. (2016). Rural tourism destination competitiveness of Kubah National  

Park in Sarawak: Tourists’ perspectives. Asian Academy of Management Journal, Vol.  

21, Supp. 1, pp. 127-148.   

 

 

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