Generation Y and Z Destination Attractiveness Attributes

The purpose of this study was to explore Generation Y and Z perceptions of destination attractiveness (DA) and their propensity to visit a destination. The objectives of this research include examining which destination attractiveness factors are critical to Generation Y and Z tourists and to compare and contrast Generation Y and Z attractiveness factors to other tourists. College students and recent graduates from multiple universities in the USA were surveyed for this study. The results of this study will contribute to the existing knowledge in the areas of destination marketing and management.