Country and destination image perception of mass tourists: generation comparison

Abstract

The aim of this study is to determine whether the generations make a difference in the perception of destination image of tourists. The study is carried between July-October 2019 at Antalya Airport International Terminals with 806 departing tourists. While CHAID analysis is performed for discovering age groups, multiple correspondence analysis is used to detect intersections and distinctions among destination image perceptions of tourists from different generations. Baby boomers have the highest destination experience and have more positive evaluation compared to Gen-X. Gen-Z outstands as a group with the least positive perception of destination and country image. Gen-Y has the most positive evaluation, thus some of the women in Gen-Y are young mothers and prefer all-inclusive system at their holiday.