Abstract:
Domestic-tourism clientele in Sri Lanka is distinguished from international-tourism
clientele. Every tourism industry practice offered for international tourists is not always
compatible with the locals. Therefore, industry stakeholders should identify the motives
and intentions of domestic tourists. Under that, the millennial generation who live in
Sri Lanka is the most active and lucrative domestic clientele. Though millennials seem
like a younger generation, some literature has proved that they will turn into adulthood
in the coming years. Then, it cannot be predicted that the millennial crowd will follow
the same travel patterns they used to follow. This study aimed to identify the nature of
the future-travel intentions of domestic-millennial clientele and their preferred travel
activities in the future. This study was designed under convergent parallel research
design, using both inductive and deductive approaches. Data were collected using an
online survey via Google forms (331 respondents). This consisted of three sections; two
sections for closed-ended answers and one section for open-ended answers. The
quantitative part was done based on Alderfer's ERG theory. The impact of ERG
motivation factors on domestic millennials' future travel intentions was measured with
multiple regression analysis. Thematic analysis was used to analyze their preferred
travel patterns and behaviors in the future. Existence level and growth level needs
positively and significantly influence Sri Lankan millennials' future travel intentions,
while relatedness level needs have a negative but significant influence. The qualitative
analysis revealed four major themes; compelling need to seek novelty, the purpose of
having relaxation, the tendency to travel to overseas destinations, and how future senior
travelers may differ from typical pilgrimage type tourists in Sri Lanka. Industry
stakeholders can anticipate the probable travel preferences of domestic millennials
when they turn from adolescence to adulthood. Further, industry stakeholders can
provide more diversified travel options for domestic millennials before shifting to
overseas travels.
