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Micro MBA by David Starr-Glass, Ana Raquel Sampaio de Sousa, Ana Lúcia Rodrigues, Miguel L. Pinheiro, Jordi Olivella Nadal, Gilda Hernandez-Maskivker, Gema Calleja Sanz, Filomena Antunes Bràs, J. Paulo Davim, Carolina Machado

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Gilda Hernandez-Maskivker

4Consumer behavior: the importance of millennials in the tourism industry

Abstract: The study of consumer behavior has become key for companies in the tourism industry to improve business performance through customer-focused strategies. This interest comes from the increasing need to understand consumption and satisfy consumers. By understanding their customers’ desires and needs, companies can create better products and services, promote them more effectively, and develop marketing plans and strategies that create a sustainable competitive advantage. Over the past few years, the hospitality industry has focused its efforts on understanding millennials. Companies in the industry have been examining their products and ...

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