IDENTIFYING THE NATURE OF DOMESTIC-MILLENNIALS’ FUTURE TRAVEL INTENTIONS WITH SPECIAL REFERENCE TO WESTERN PROVINCE, SRI LANK

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.