Future Viability of Family-run Tourism Businesses: Are Their Special Characteristics Still Relevant for Generation Y?
Abstract
Due to their large spending on private leisure trips Generation Y represents a significant market for the family-run hotel industry. Nevertheless, Generation Y is a challenging group to target, travel providers often do not meet their needs and the family business status is also not perceived as a positive characteristic by all consumers. This paper explores in how far Generation Y is attracted by the characteristics of family businesses on the example of four- and five- star family-run hotel industry in the Alpine region. Semi-structured interviews were conducted with twenty Generation ...
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