HOW DO YOUNG PEOPLE TRAVEL? – EVIDENCE FROM CROATIA AND SERBIA

Abstract

Purpose – Young people represent a significant segment of the tourism market, accounting for 23% of the total tourism market, according to UNWTO. This segment provides socio-economic opportunities for local communities as young travellers boost local tourism businesses, foster closer social interaction with host populations, and engage in environmental protection. The purpose of this research is to identify the basic characteristics of travel among young people from Croatia and Serbia and to determine which elements are most important to them when choosing a destination, while also determining whether there are differences between respondents from these two groups. Methodology - an online survey was conducted in Croatia and Serbia. The sample includes young people between the ages of 15 and 30. Descriptive statistical analysis was used to create the sample profile. Pearson’s chi-square tests and Mann-Whitney U tests were performed to detect significant differences between young respondents from Croatia and those from Serbia. Findings – The results of this study show that marketers can consider Croatian and Serbian youth travellers as a single market segment, because they are indistinguishable in many ways. Their motives and activities at the destination are similar, as are the elements by which they choose their holiday destination. Their attitudes toward sustainability issues also do not differ. Originality of the research – There is a considerable amount of academic research on young people and their travel. However, few studies have examined the travel of young people from Southeastern Europe or the attitudes of young people who experienced the pandemic. This study aims to fill this gap by providing insights into the attitudes of young travellers from Croatia and Serbia and what they look for when choosing a travel destination. Another important contribution is that this study also captures the views of young people from neighbouring countries, which provides an opportunity for comparison. This information will enable the destination management targeting young tourists to create tailored offers for the young population, which will have a positive longterm impact on the economy and the local community.