Dynamics of the Youth Travel Market on a Global Level

• Author: Demeter T., Bratucu G., Palade A.
• Pages: 95-106

Bulletin of the Transilvania University of Braşov

Series V: Economic Sciences • Vol. 8 (57) No. 1 - 2015

Dynamics of the youth travel market on a global level

Timea DEMETER1, Gabriel BRĂTUCU2, Alexandra PALADE3

Abstract: The segment of young tourists has been considered a niche market and was

treated as a branch of the tourism industry. In the past 10 years, however, its market value

has began to increase significantly bringing real benefits to the companies adapting to this

segment by developing appropriate strategies and policies. Therefore, the aim of this project

is to analyse the dynamics of the youth travel market, on a global level, taking into

consideration the international youth arrivals, youth accommodation units and the

behavioural habits of young tourists, serving as a starting point in the strategy development

process.

Key-words: youth tourism, market, marketing, market dynamics, tourism, global level.

1. Introduction

As part of the tourism industry, the segment of young tourists has been considered a

niche market and has not drawn the attention of researchers or marketing specialists

for many years. In the past 10 years, however, its evolution has been remarkable,

generating a yearly revenue of over 170 billion dollars. This aspect raises the

question if this market can still be considered as being small, or should it be treated

as a market worth giving attention to, and for which there is the need to develop

specific policies and strategies.

In order to develop the appropriate policies and strategies it is necessary to

observe the current dynamics of the market to gain a better understanding of it and

to predict its evolution in future.

Market dynamics is closely linked to the customers who represent the demand, and

whose behaviour must be studied in order to build the products and services that will

satisfy their needs, as well as possible.

1 Transilvania University of Braşov, timea.demeter@unitbv.ro

2 Transilvania University of Braşov, gabriel.bratucu@unitbv.ro

3 Transilvania University of Braşov, alexandra.palade@unitbv.ro