This dissertation was written as part of the MSc in Hospitality and Tourism Management at
the International Hellenic University.
The millennial generation has been much discussed by the media and the academic world,
since it is regarded as quite different from the previous generations being the first digital
native generation in history. Their power in the tourism industry as travellers is everincreasing as they are growing up and their preferences and needs are redefining the
tourism industry. The present study concerns the travel behavior and motivations of the
Greek millennial generation. The main research objectives are: to examine how the travel
behavior and motivations of the Greek Millennials compares to that of the Greek Generation
X and Baby Boomers, to see how their behavior compares to that of the foreign Millennials
as presented in the literature, and to discuss if the travel behavior of the Greek Millennials
seems to have been affected by the formative events of the millennial generation, namely
the internet, the risk aversion and the financial crisis.
Based on a literature review of past studies on travel behavior and generational theory, an
online survey was distributed to Greek citizens of different ages inquiring about their travel
habits, preferences and attitudes towards travel activities, factors of influence on travel
decision making and means they use to realize their trip. The results showed differences
both between the two older Greek generations and the Millennials and also between the
Greek and the foreign Millennials, while it indicated that the Greek Millennials’ travel
behavior may have been affected by the formative events of their generation, although
further research is required to decide the magnitude of their impact.
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