Keep Exploring, Sharing, and Tweeting: Connecting Millennials, Social Media and Destination Canada’s Brand

Lever, Michael; Mulvey, Michael S; Elliot, Statia

Publication:
Keep Exploring, Sharing, and Tweeting: Connecting Millennials, Social Media and Destination Canada’s Brand

dc.contributor.author	Lever, Michael
dc.contributor.author	Mulvey, Michael S
dc.contributor.author	Elliot, Statia
dc.contributor.department	University of Guelph
dc.contributor.department	University of Ottawa
dc.contributor.department	University of Guelph
dc.date	2023-09-23T21:27:44.000
dc.date.accessioned	2024-04-26T21:36:29Z
dc.date.available	2024-04-26T21:36:29Z
dc.date.issued	2018-10-01
dc.description.abstract	Social media has become a powerful influencer in its ability to sway customer intentions and behaviors in an online setting. Given the importance of social media and its users in acting as information spreaders and disseminators, particularly in the context of global tourism, the goal of this research is to profile and/or understand youth travellers within the context of their social media behaviour. Using latent class analysis which helps to identify unobserved subgroups within a population, this study utilizes the rich dataset offered by Destination Canada which gives valuable traveler-focused information across the globe, including Brazil, China, Australia, Germany, South Korea, United Kingdom, and more. The results of this quantitative analysis reveal important differences based on age, explorer types and lifestyles, and geographic location as it relates to Canadian travel behaviors. By understanding what motivates these millennial-aged travelers particularly, destinations can create an environment where their actions are better anticipated and encouraged. The contribution of this original research is an empirically-informed view of how travelers share their experiences via social media.
dc.identifier.uri	https://hdl.handle.net/20.500.14394/49677
dc.relation.url	https://scholarworks.umass.edu/cgi/viewcontent.cgi?article=1011&context=ttracanada_2018_conference&unstamped=1
dc.source.status	published
dc.subject	Millennials
dc.subject	Travel Behavior
dc.subject	Social Media
dc.subject	Destination Branding
dc.subject	Multi-Country
dc.subject	Latent Class Analysis
dc.subject	Marketing
dc.subject	Tourism and Travel
dc.title	Keep Exploring, Sharing, and Tweeting: Connecting Millennials, Social Media and Destination Canada’s Brand
dc.type	refereed_academic
dc.type	article
digcom.contributor.author	isAuthorOfPublication\|email:lever@uoguelph.ca\|institution:University of Guelph\|Lever, Michael
digcom.contributor.author	Mulvey, Michael S
digcom.contributor.author	Elliot, Statia
digcom.identifier	ttracanada_2018_conference/11
digcom.identifier.contextkey	12157907
digcom.identifier.submissionpath	ttracanada_2018_conference/11
dspace.entity.type	Publication