Stage 1 - FMB

01 TRAVEL EXPERIENCE An exploration into the future of travel and unfolding the ugly truth behind tourists evolving motivations and behaviours.

HarrIet exton N0733000 7,370 STAGE 1

PROJECT DECLARATION This submission is the result of my own work. All help and advice, other than that received from tutors has been acknowledged and primary and secondary sources of information have been properly attributed.

Should this statement prove to be untrue I recognise the right and duty of the board of examiners to recommend what action should be taken in line with the University’s regulations on assessment contained in its handbook.

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Print Name…………………

Date……………………...

contents Introduction

1.1 Introduction................................................6 1.2 Rationale....................................................6 1.3 Question, Aims and Objectives.....................7

Literature Review

2.1 Introduction................................................10 2.2 Role of the Internet....................................10 2.2.1 Technology................................................10 2.2.2 Social Media and Sharing..........................11 2.3 Motivations to Travel..................................12 2.4 Consumer Behaviour.....................................14

2.4.1 Trust.................................................14 2.5 Sustainable Travel......................................17 2.6 Perceived Value of Travel............................18 2.7 Research Gap Analysis - the known, the gap, the direction......................................................20

Methodology

3.1 Overview........................................................24 3.2 Sample Group................................................25 3.3 Secondary Research.....................................26

3.3.1 Positives.............................................26

3.3.2 Limitations..........................................26 3.4 Primary Research.........................................27

3.4.1 Online Survey......................................27

3.4.2 Industry In-depth Interview................28

3.4.3 In-depth Consumer Interview...............29 3.5 Triangulation Approach................................30 3.6 Limitations.....................................................33

Findings and Discussions

4.1 Introduction...................................................36 4.2 Chapter 1: Behaviours and Motivations...........37

4.2.1 Evolving Mind-sets...............................37

4.2.2 Chapter Insights...................................39 4.3 Chapter 2: Connected World............................40

4.3.1 Social Synergy.......................................40

4.3.2 Chapter Insights....................................41 4.4 Chapter 3: Sustainable Travel.........................43

4.4.1 Sustainable Approaches.........................43

4.4.2 Chapter Insights....................................44

Reflections

5.1 Critical Reflections..........................................47

Conclusions

6.1 Recommendations................................................51

6.1.1 Decelerated Tourism.................................51

6.1.2 Limitless Age...........................................51 6.2 Conclusion........................................................52

References

7.1 Appendix...............................................................54

7.1.1 18-30 ONLINE SURVEY QUESTIONS....................55

7.1.2 50-65 ONLINE SURVEY QUESTIONS..................56

7.1.3 18-30 Online survey answers.....................57

7.1.4 50-65 Online survey answers....................67

7.1.5 Respondent 1, consumer interview..............77

7.1.6 respondent 2, consumer interview.............79

7.1.7 RESPONDENT 3, CONSUMER INTERVIEW.........82

7.1.8 RESPONDENT 4, CONSUMER INTERVIEW.........84

7.1.9 INDUSTRY INTERVIEW.................................86

7.1.10 RESEARCH CANVAS...................................88

7.1.11 GANTT CHART...........................................89

7.1.12 CONSENT FORMS......................................90

7.1.13 Csikszentmihalyi (1975) flow state........93

7.1.14 MEMORABLE TOURISM EXPERIENCE..............94

7.1.15 maslow’s hierarchy of needs.................95 7.2 References.......................................................96 7.3 Bibliography.....................................................102 7.3 Image References..............................................112

INTRODUCTION

This report is going to focus on the research question of “An exploration into the future of travel and unfolding the ugly truth behind tourists evolving motivations and behaviours”. Firstly, it will establish the themes within this subject by beginning to review the existing literature. This will be followed by utilising primary research to bridge any gaps that had been discovered throughout the theoretical framework. The outcome of these research methods will be critically analysed to generate insights. This report will act as a springboard to present these opportunities within stage 2.

RATIONALE RATIONALE

“Tourist experience is a constant flow of thoughts and feelings during moments of consciousness, a subjective mental state experienced during a tourist activity, where learning, enjoyment and escape represent facets of experience.” (Loureiro, S., et al, 2019)

The travel and tourism industry has recognised the importance of an integral experience. The more they can facilitate a holistic experience, the more the entire tourism ecosystem will prosper. Many companies have discovered evolving motivations from the run-of-the-mill, overpopulated attractions and are alternatively seeking out means to get under the skin of the destination (The World Shopping Hub, 2019).

With the contemporary surge of people travelling, it has driven a thorough analysis into consumers value and incentives to travel. Chang (2018) states that “tourists are further inclined to spend more when the perceived value of the experience exceeds their expectations”. The advancements within the tourism industry continue to outpace global economic growth, bearing witness to its vast capabilities of delivering opportunities (United Nations, 2019).

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QUESTION

An exploration into the future of travel and unfolding the ugly truth behind tourists evolving motivations and behaviours.

To explore the value of travel and the differing attitudes between the ages of 18-30 and 50-65 year olds and the impact that a changing demand for experience is having both positively and negatively.

OBJECTIVES

AIM

1. To explore how the travel industry is meeting our desires for experiences.

2. To understand the implications that our increased hunger to travel is having on the earth.

3. To discover what 18-30 year olds and 50-65 year olds value when travelling?

4.To identify the growing role that the internet is having within the tourism industry.

5. To investigate how the motivations and behaviours of travellers are impacting on their final destination decisions.

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lITERATURE LITERATURE REVIEW 9

INTRODUCTION

A critical analysis of existing literature is imperative to aid in producing a comprehensive research study. This literature review has been completed to pose and synthesis any existing insights. Furthermore, it will scrutinise research and discuss findings regarding travellers motivations, values and behaviours; reflecting on the advancements. The theories will be discussed and analysed as well as accentuating possible limitations and biases. With this taken into consideration, the review will reveal the gaps within the research and potential opportunities to explore.

ROLE OF THE INTERNET

technology technology

“Technologies have become a critical role not only for competitiveness of tourism organisations but also for the experience of tourists” (Huang, 2017). It is indisputable to argue the significance of the internet and the crucial part it plays in the travel industry. According to Huang (2017), Smart Travel Technologies (STT) have drastically enhanced the efficiency of transactions and revolutionised travel and tourism; with their principal intention of being informative to allow travellers to discover and explore. Many authors concur with this perception; with Kim et al (2017) describing that online spaces are supposed to facilitate users when browsing, connecting and generate gratifying experiences, this initiates a value for a consumer, which is noticeably essential for consumer satisfaction. It has become discernible that the use of emerging technologies is an effective means of marketing; with these mediums contributing to the richness of information given to consumers (Chung, N, 2015; Munar, A, 2014). As early as the 1990’s, the internet was predicted to be the most important and effective utensil for researching and influencing travel decisions (Buhalis, D, 1998), with the latest technologies aiding this influence. There has been an expanding replacement of traditional media sources such as a movement away from consumers visiting travel agents to book their holidays; as online spaces are now providing a wealth of intelligence to tourists, allowing them to discover real-time experiences and perspectives (Chung, N, 2015; Munar, A, 2014; Wang, D, 2013). The nature of these interactivities and the advent of new media is a remarkable instrument to explore credible and pertinent data, “helping users construct initial ideas about travel” (Huang, C, et al, 2017). It is worth indicating that although the internet has drastically revolutionised this industry, nonetheless travellers are perturbed with their security and privacy with the vast expansion of technologies. Despite authors promoting the eminence of the internet, it is essential to be aware that the success of these technologies has not yet been widely studied on the impact of travellers motivations.

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SOCIAL MEDIA MEDIA & & SOCIAL SHARING sharIng enjoyment which boosts the sharing demeanor.

Kang et al (2013) claim that using social media as a key component to your travel plan is an “extrinsic motivation (usefulness) influenced by intrinsic motivations (perceived enjoyment)”, this theory is also likened by Chung, N et al (2015), with them proposing that if the perceived value of social media is significant then travellers are likely to use these platforms, where as, if the perceived value is inadequate, travellers are expected to show greater resistance. In order to verify the appropriateness of this ideology of Kang et al (2013), which was originally produced by Zeithaml (1988), there requires additional studies to reinforce the benefits of this theory, as these attitudes are comparatively uncommon. It is integral to recognise transitions in technologies and travellers behaviours which impacts the production, dissemination, and approachability of travel information.

“Social media platforms permit tourists to digitise and share online knowledge, emotions and experiential moments far more widely than in the past” (Munar, A, 2014). Social media platforms have radically advanced the way tourists discover, acquire and interpret information with reference to destinations and travellers distributing their experiences (Chung, N, 2015), it has become an imperative apparatus to attain a considerable quantity of information (Law et al, 2009; Sigala et al; 2016).

Social media has matured into a myriad of social networking services that permit communities from diversified backgrounds to form relationships and share their travel-related experiences by uploading photos (Chung, N, 2015; Munar, A et al, 2014; Kang, M, 2013). Throughout this framework, there is a tenacious correlation amongst perceived

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MOTIVATIONS TO TRAVEL 12

It may be observed that, within the travel and tourism industry, motivation is discussed by Khan, M. (2017) as a “psychological/biological need that awakens, directs and integrates as an individual’s behaviour and activity”.

Nonetheless, behaviours of individuals are complex to interpret due to their convoluted nature; therefore it can become profoundly challenging to analyse why people choose to travel (Juyeon, Y, 2012; Pearce, P, et al 2005).

Travel motivations have invariably been treated as an imperative part of the behaviours processs, this has been accentuated by academia, which has continuously been advancing (Li, M and Cai, L, 2011). Many studies have defined motivation by push and pull factors (Klenosky, 2002; Kozak, M, 2002; Khan, M et al, 2017; ). Pull factors are akin to individuals desires, whereas, push factors are related to the characteristics of a destination (Juyeon, Y, 2012).

Frustrations in calculating unobservable parameters for travel motivations have apparent issues (Pearce, P, 2005), and there is a great complexity with interpreting a group of motivations. With the plethora of motivational theories being discussed throughout the literature, a fundamental theory being, Maslow’s Hierarchy of Human Needs (1943).

Despite the fact leisure and travelling wouldn’t ordinarily relate to a psychological requirement, the development and growth of travelling has significantly transformed our human needs (Kozak, M, 2002). Regardless of the development in recognition of travel motivation, there is continued disagreement amongst literature due to the intricacy of human needs and cultural differences; thus this signifies that there needs to be additional exploration to summarise the key motivations. Despite the fact it can be challenging to identify the leading motivations for travel, values and culture have been considerably named as the underlying determinants for travelling and behaviours behind tourists decisions. (Li, M and Cai, L, 2012; Khan, M, 2017; Pearce, P, 1983; Kozak, M, 2002).

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CONSUMER BEHAVIOUR TRUST

Dickinger (2011, p. 379) declares “trust can be considered as confidence in the interaction with the service provider, trust in the system, in protection of customers’ privacy and secure payment”. The aforementioned online territory, is a crucial arena for trust and flourishing a rapport amongst online consumers and online services, thoroughly diminishing skepticism (Kim, JJ et al, 2017; Sun, H, 2010). This advocates that within the framework of travel and tourism, if consumers receive injust information, this can precipitate to a displeasure within their travel experience. The work of Gefen et al further discusses that trust has a vital role in forecasting economic transactions due to people wanting to “identify what, when, why, and how others behave”, thereby understanding “the social surroundings” (Kim, JJ., 2017). This signifies that trust is typically crucial within diverse economic states, leading to undesirable behaviours. Generally, the hedonic value of trust produced by the consumer is broadly established on the perceived enjoyment of their experiences, with a website’s usefulness conceivably leading to a superlative quality of life (Kim JJ et al, 2017).

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This undoubtedly relates back to the research question by highlighting the truths behind consumers developing behaviours which are repeatedly evolving to meet with the ever-changing world that we live in. Moreover, a theory presented by Luo and Zhang (2016), depicts that interpersonal trust within an online environment progresses in distinct stages and consists of particular connotations, forming successful purchase transactions upon websites (Ponte, E et al, 2015). Throughout this chapter, it is indisputable that there are varying dimensions of trust (Dickinger, A, 2011), however, another angle of this premise is that there has been a boost within user-generated content, indicating that an emerging deviation from trust of online agents to word of mouth has arisen (Kim, JJ, 2017). Trust is a multidimensional formulation (Wen, C, et al, 2010), with various studies uniting, “integrity, benevolence and ability” (Kim, JJ, 2017) within this three-dimensional construct, it has been protracted to include informativeness (Dimoka, A, 2010) to evolve it into becoming relevant for online settings. Accordingly, these approaches are delicate to discover and apply to each consumer, consequently, trust is measured differently and is perceived in numerous means.

sustaINABLE TRAVEL

Peeters and Dubois (2010) have declared that “tourism accounts for 5% of global carbon emissions,’’ as well as Gossling (2009) disclosing that “40% of which is connected to air travel”. Tourism has invariably been critiqued as an environmentally cataclysmic industry due to the climate concern associated with it. These percentages are only going to continue to progress, as the travel industry proceeds to experience growth. It is forecast to generate as much as 40% towards the total global CO2 emissions by 2050 (Higham, J, 2016), due to the upsurge in demand for air travel. Despite the fact, these percentages are continually elevating, the Aircraft Engineering and Aerospace Technology Journal (2009) asserts that “the fuel efficiency of jet aircraft has improved by over 70% since the introduction of civil jet airliners” this symbolises that demand is counterbalancing the efficiency within the sector. A potential premise to consider is that a deviation from long-haul to short-haul travel is advised as a focus for a mitigation strategy, as Luzecka, P (2016) explains that the surge in emissions is connected to the increase in travel distance compared to the volume of trips made. This “contemporary tourist air travel” (Higham, J, 2016) has produced travellers who “binge fly” (Burns and Bibbings, 2009) and have an “air travel addiction” (Cohen et al, 2011), with aviation being inconsistent with sustainability objectives (Luzecka, P, 2016). Thus, this regenerated theory, heavily endorses that there has been a modification to travellers

behaviours which isn’t necessarily advantageous to the globe and is perilously contributing to climate change unveiling the ugly truth. Although this type of travelling is occuring, it is undeniable that consumers are receptive to the impact they are causing to the planet when travelling (Haussman, G, 2017). On the contrary, the discovery of literature that diverges this is otherwise noticeable; with respondents reiterating that “there are much, much bigger environmental impacts than young people travelling” (Luzecka, P, 2016), and other theories expounding that climate change doesn’t occur in their thoughts and isn’t mirrored within their holiday planning discussions (Hares, A, 2010) thus implying that there are opposing views. The argument that ensues is that, alongside an expanding economy, there has been a corresponding growth of household incomes, hence the availability of capital to spend on holidays, consequently mirroring the increase in the number of flights, with Govia (2019) anticipating that air travel is going to multiply over the next 20 years. There is an alleged “value-action gap” (Luzecka, P, 2016) within behaviour in air travel, as those that are bothered by the repercussion of flying and take responsibility, are resistant to shift their travel plans due to climate concerns. Several conclusions emerge from this literature, and that there is a continued growth of awareness of the effects travelling is having on the globe, au contraire, consumers are ignorant to this matter and refuse to enhance their behaviours in order to aid this.

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PERCEIVED PERCEIVED VALUE VALUE OF OF TRAVEL TRAVEL Tourists are likely to interact more approvingly to others and frequent to destinations when they perceive a high value at that location (Loureiro, S, et al, 2019; Ittamalla, R & Kumar, D, 2019). There is a compelling connection that tourists are additionally willing to spend money when the perceived value of the tourist experience surpasses their prospects or if there is additional significance added to the adventure (Chang, S, 2018, Loureiro, S et al, 2019). “Enjoyment is found to be the most important factor affecting perceived value and usage of social media” affirms Huang (2017), therefore substantiating that the customers judgement is fundamental and is priceless to the value it upholds.

Destination image has been identified as a crucial component to perceived value (Loureiro, S, 2018; Sangpikul, A, 2018) this determinant differs between each tourist as individuals each have contrasting definitions of how well a destination is recognised. Perceived value of travel experience directly influences the decision a tourist makes when at the pre-purchase phase, manipulating gratification; with the understanding that destination perception varies, the marketing of these locations demands for a segmentation of strategies due to the contrasting perspectives and demeanours of travellers (Kozak, M, 2002).

The work of Gartner (see Loureiro, S 2018) a key individual for researching destination image suggests a three component procedure: “cognitive, affective and conative”. In reference to the cognitive concept, it manifests the beliefs and intelligence of the anticipated characteristics of the destination (Alcaniz, E

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et al, 2009). The secondary element reveals tourists sentiment towards the destination (Hallmann, K et al, 2015). Lastly, the conative component, displays travellers engaged awareness to the location, and their eagerness at permitting a destination to convey itself (Perugini, M & Bagozzi, R., 2004). Thus, this conception, guides to validate that both the cognitive and conative aspects are the greatest contributors to a tourists decision making. Throughout literature, consumer value and experiences have been profoundly researched, however there persists to be a disparity of this explored within tourism.

Further frameworks have delved into negotiating with the mindfulness approach with its significance on perceived value (Chen, L, et al, 2017). There are two prospects in respect to mindfulness, firstly the “socio-cognitive mindfulness (SCM) and meditative mindfulness (MM)” (Loureiro, S, 2019; Chen, L, et al 2017). The socio-cognitive mindfulness model is established on a binary information-process, comparing those conflicting mental states as defined by Langar (see Loureiro, S, 2019). With an individual taking a SCM approach, this will expose a transformation in their perception and active commitment to the present day. In comparison to a MM mindset, which derives from a Buddhist doctrine (Chen, L et al, 2017), implying that tourists must be conscious of their subconscious, their reflections and their mental state. These two perspectives have seldom been investigated within tourism, therefore this indicates that value is problematic to interpret within the context of tourism.

research gap analysIS 20

the known the gap the dIRECTION Throughout this literature review, considerable gaps and favourable opportunities are visible to establish amplitude for more analysis. On the whole, it is indisputable that the framework is flawed in research being contextualised to tourism and tourists. As a result of this, further research will facilitate to amass all the components collectively. Moreover, an excess of studies within the field have commonly focused on consumer behaviour and experiences, so for that reason, it requires extra analysis and implementation to the travel industry. The research that has been interpreted will improve further if the qualitative data reported was more generalised to travel rather than to generic experiences that people encounter. Several conclusions emerge from this literature, it has provided in-depth cognitive behaviour theories and presented potential interferences with this being applied to travel and tourists, as well as maintaining the environmental damages that is generated by the influx in travelling.

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methodology

overview

For the purpose of this report, comprehensive research has been conducted with both primary and secondary methods to assure that it is a fully refined study which contributes invaluable insights. To certify that the topic was sufficiently researched a triangulation approach was employed, where qualitative, quantitative and literature were interpreted. Saunders (2015, p.173) outlines that “mixed methods may be used in order to combine data to ascertain if the findings from one method mutually corroborate the findings from the other method�. In conjunction with this, the research methods coincide well with the objectives to ensure the report is meeting them.

Throughout this report, an extensive number of secondary resources were gathered to identify the gap that needed to be disclosed within the primary research. The above-mentioned secondary resources include academic books, journals, articles, reports and databases to consolidate the content and administer the appropriate theories which are only attainable via these forms of academia.

By utilising an assortment of research practices, it maintains a substantial integrity to the report, nevertheless, there are limitations to the research process. Certain impediments include time, in reference to the length taken to analyse and investigate the framework. These pressures likewise impede a bigger sample from being used which would have undoubtedly enhanced the findings.

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sample group Secondary research For this reason, the primary provided a richness of research will intertwine discoveries, with just above generations, with a focus on a 1.3m of over 55’s travelling, that combination of the two younger being an increase of 35% from generations which share more in 20 years ago (Mintel, 2019), as common, ranging ages between well as the volume of 16-24 year 18-30. As well as a combination olds going abroad totalling just of older generations, age ranging above 7.5m in 2018 (Edwards, K, from 50-65. The selection of 2019). These findings are really ages chosen will ensure results the premise for primary research, are more relevant to the research as this certified that there has topic and allow there to be been a radical development in inquiries into the justification of motivations and behaviours for heightened travel. travelling.

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secondary secondary research research

A myriad of secondary resources have been studied to ensure a well-rounded literature review was devised, this is favoured as it assures that this information is wholly understood and provides apparent themes within the theory. These sources consist of well reviewed books, journals, industry reports and business analysis’, this permitted a comprehensive insight into the scope of intelligence, data, studies and controversy surrounding the discussion matter, due to the debates this aids to diminish bias, as you recognise both the positive and negative perspectives.

posITIVES

There is an extensive amount of advantages for secondary research. Due to the nature of this type of research, it is generally accessible due to sources being convenient to acquire. It conserves a great deal of time and money; it is utilised as a means of building the foundations of your research. Often, it may lead to unforeseen findings, generating advanced revelations and transforming insights.

lIMITATIONS

A well known disadvantage of secondary research is that quite often the data that has been gathered may not be pertinent to the research question due to adjustments in your discussions. Also, many theorists and authors will have an underlying element of bias in their prose, which is paramount to remember. The risk of obsolete data is also worth mentioning, as it may no longer be applicable within the prevailing setting. Despite the fact that secondary data helps to keep costs low, occasionally some key industry reports that include imperative information will require a payment.

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ONLINE SURVEY

PRIMARY research research PRIMARY

There were two key methods of primary research applied to this study. Firstly, a quantitative online survey was carried out with 100 respondents for each survey. These surveys were performed to determine and compare the differing behaviours and motivations between those aged 18-30 and 50-65. By conducting two surveys for the separate age groups, this provides a result that can be measured and benefit by classifying any sequence in behaviours.

POSITIVES

This method of primary research, bridged together some inconsistencies that were revealed throughout the secondary practices.

Online surveys are a fool proof and efficient means of amassing a large sample of responses, therefore it provided a variety of opinions and improved reliability by exposing underlying behaviours. Due to the fact that all responses are anonymous, this gives respondents additional confidence as judgement will be eradicated, presenting authentic results.

LIMITATIONS

There are imperfections within this method as it only permits for closed answers, therefore, respondents cannot elaborate on any responses. Considering this, it is challenging to form any insights from this means of research. Hence, including some qualitative questions within the survey will aid in becoming aware of behaviours. Although, some questions required a written answer, they are however very basic and there is a limited amount of depth they can delve into. There is likely to be some researcher bias, as the questions can potentially steer to the anticipated outcome, which can lead to some inaccuracies with the findings.

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Industry IN-DEPTH INTERVIEW An industry interview was performed to gain observations from someone who practices within the travel industry. Grace Bethany, a CEO and Travel Business Mentor of Luxxevoyage, this recognised the desires to travel, as well as what generates her motivations and her clients. This interview was conducted via email, as it is an extremely efficient means of contacting professionals due to economising on time and costs.

posITIVES

Gathering theories from experts, increases knowledge and cooperates in considering diverse attitudes towards travelling.

LIMITATIONS

Although, the industry professional that was interviewed doesn’t have any loyalty or responsibility to portray a brand in a positive light, they still have to maintain some integrity and control their composure. Also, due to it being performed over email, this potentially may hinder the respondents answers as there isn’t any opportunity to inquire further.

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IN-DEPTH CONSUMER CONSUMER IN-DEPTH INTERVIEW INTERVIEW In-depth interviews are a great means to gain insights as it poses the opportunity to utilise questions that prompt them to answer with more authentic and sincere replies about their individual behaviours and motivations to travel. These interviews provide an extent of qualitative data. 4 in-depth interviews were carried out, they offered comprehensive reasons for their behaviours and motivations for travelling and exploring the world.

posITIVES

A one-to-one comprehensive interview grants the researcher to acquire a detailed awareness of the respondents perceptions.

There is also dedicated attention to the respective respondent, allowing the researcher to take into consideration their body language and reception to the questions.

LIMITATIONS

Although these individual interviews will be a place of no judgement, these participants can still feel conscious of their responses and adjust their answers to be more desired to what the researcher wants to receive. Additionally, it is challenging to employ this perspective to the masses.

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trIANGULATION APPROACH 30

In-depth interviews

Triangulation comprises of adopting various sources of data to substantiate the credibility of research analysis (Saunders, M, 2015). The value of this approach is that it boosts the depth, breadth, complexity and richness, declares Denzin (see Saunders 2015, p.218). By using numerous sources within one study, it assures that there is reliability and multiple points of view taken into consideration.

ONLINE SURVEY

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literature review

LIMITATIONS Within each method, the broad limitations have been reviewed, however, disadvantages still apply as respondents integrity is nevertheless debatable; notably respondent inhibition, with the hesitation that people often endure to talk openly about their experiences. Secondly is researcher bias, analysts may inadvertently influence the interview due to the nature of the questions that are utilised or just by their company. Additionally, there is a limited amount of expert industries conducted, the reasoning for this is due to the difficulty in acquiring professionals to interview, therefore there is further information to be explored and more interviews would provide a broader knowledge.

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FINDINGS AND DISCUSSION

Following on from the literature review, there are distinguished gaps within research, consequently, the primary research will be utilised to help in reducing any unknown knowledge. This permits the action of attaining a contemporary angle to understanding the future of travel and developing attitudes and incentives.

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CHAPTER 1: BEHAVIOURS AND MOTIVATIONS EVOLVING MIND-SETS

The literature review revealed a multitude of data, presenting that 18-30 year olds and 50-65 year olds mind-sets have altered in relation to their travelling desires. Mintel discovered that, “the current over-55’s are the best travelled older generation in history’’ and that “younger travellers are experience-seekers who travel in search of culture, adventure and relaxation” (Morgan, M & Xu, F, 2009). This mind-set is consistent within primary research discoveries with 49% of 50-65 year olds travelling more frequently now than they did 10 years ago, indicating that travel is a substantial part of their lives. The data collected from the 18-30 year olds, demonstrated that they also see travel as a basic movement with only 7% of those interviewed saying that they haven’t taken a flight in 12 months and 67% of them travel both domestically and internationally.

Bearing this in mind, it was surprising to discover that 23% of 50-65 year olds surveyed hadn’t taken a flight in 12 months which is consideringly high in comparison, therefore questioning the reliability of the literature.

“I like to experience new places, new foods, new cultures - I think it’s really important to travel to help open your mind” (see appendix 7.1.3 ., Q5)

“To broaden my knowledge of different cultures and to experience new things and places” (see appendix 7.1.3 ., Q5)

“Discovering a new culture is in my opinion very important and actually one of the best parts! I love trying local cuisines and seeing how other cultures live and their different traditions”

Experience was the most prominent reason for travelling with 75% of respondents clarifying that experiencing new places, new foods, new cultures and exploring are their initial motivations.

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(Respondent 3, see appendix 7.1.7 ., Q4)

The concept that behaviours and motivations have been inadequately applied to travel has been previously defined within chapter 2.4 of the literature review. On the contrary, primary research has presented an insight into the respondents reason for travelling, not to mention the evolution of the older generations impulses to travel more regularly. Within chapter two, the literature implied that although it is unattainable to determine every tourists catalyst to travel, some motivations can be categorised into themes, identified with the primary research.

Breaking the motivations down, the research exposed seven generic themes: culture, unwinding and relaxing, weather, enjoyment, memories, business and family. This demonstrates that despite the fact it is impossible to make it applicable to everyone, for the respondents questioned this is what the conclusion withheld. Throughout the interviews including the industry professionals, the prevailing motivations of travelling are exemplified as “to see the world”, “freedom and could go away and not think about having to come back,’’ an unusual and unique motivation which had not been identified throughout literature was ‘time’, in relation to growing older or extenuating factors, thus most respondents define a motivation which fits into the aforementioned themes.

It is interesting to note that those who were interviewed that had been travelling appeared to be much more

contented with the wonders that travelling has given to them and the overall life skills gained. They are more inclined to state that travelling gave them an element of freedom and an aspect of excitement, with close acknowledgements to experiencing the unknown; this coincides with the opinions of Morgan, M (2009) as the findings declare that “A unique and memorable holiday experience was the result of a social interaction, with the local culture”. Respondent 4, defined her motivations as “seeing new places and meeting new people and discovering new things as well as being put out of my comfort zone on occasion” , similarly respondent 3 has similar incentives “I get a lot of excitement at the thought of leaving the UK and seeing what other countries have to offer and how other people live”. Proving that there is a golden thread linking people’s motivations to culture. It is also key to note that within the 18-30 survey, 75% of respondents stated that culture and experiences are their reasons for travelling, supporting the theory of Morgan (2009); on the other hand, it is important to regard that all motivations to travel are positive, and displays that there is little to no sign of any candidate or respondent reducing their global footprint. This instils that although the literature slightly suggested that culture was a key motivator, it never certified this, therefore, using primary research to fill in this empty gap has unquestionably aided in this.

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CHAPTER CHAPTER INSIGHTS INSIGHTS This chapter has highlighted the essential role the internet plays in travel and tourism.

1. Discovery that culture is a key motivator for travelling, despite the literature stating otherwise.

2. Although it was presumed that those aged between 50-65 were travelling more, it was identified through primary research that they in fact have taken less flights; therefore suggesting that those that are travelling are doing so more often.

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CHAPTER 2: CONNECTED WORLD SOCIAL SYNERGY

Having already established the role of the internet within chapter 2.2.2, throughout the primary research this was a subject widely explored to discover the true emotions and the role it plays within their travel journey. There was a distinct difference in opinions of sharing travel experiences between generations, 87% of 18-30 year olds share their holidays online, with only a small percentage of 11% declaring that they prefer not to share; on the other hand, the 50-65 year olds had contradicting opinions, with 49% choosing to share and 49% choosing not to share, although with this in mind, “older adults may search for information online where there is a level of reliability” which is instilled

by Kim et al (2017). In addition to this, all interviews conducted provided positive responses to sharing online. Regardless of the literature discussed in chapter 2.2.2, Kang (2013) discussed that if the perceived value of social media is significant then travellers are likely to use these platforms, however, this was not defined as a reasoning for use or not; this displays that although the literature announces these opinions, from respondents answers it appears noticeably contrasting to the proposed framework.

Their logic for sharing is to: savour memories, such responses declaring “capturing memories in different areas of the world”, to share moments with their friends and family expressed by “document the fun moments, share experiences with friends” and to show off answering with “sometimes it is to show off what I am doing because a lot of people I have on social media aren’t close friends”. This is immeasurably contrasted with reasons for not sharing: respondents do not have social media, privacy and security concerns and they do not have an interest in sharing.

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There was a handful of insights provided throughout the qualitative research, with them all having a general positive outlook and relationship with social media. A combination of questions were asked to ensure there was a lack of bias. This uncovered whether respondents utilise social media as an influence for their travels and also whether social media perceives destinations in a false way. Social media is an encouragement and influence on travel planning for all respondents, respondent 2 adds that

CHAPTER CHAPTER INSIGHTS INSIGHTS

“When you see places on social media that look nice of course you want to go! And when we all book travel through the internet now too all the research of somewhere is what you’ve seen online. So many beautiful places in the world that people might never know about but unless you have heard of it.” this depicts that it is practically impossible to avoid the social influence and it has a positive benefit as you are given the opportunity to locate destinations you wouldn’t have known about. The industry professional explains that “I guess social media has a massive impact on where I choose to go because seeing someone go to a nice hotel then I automatically do want to go!”, this corroborates Huang’s (2017) statement of the critical role of technologies nowadays.

The key insights throughout this discussion display how the role of social media has drastically altered the means in how consumers plan for their travels.

1. Due to the fact that the older generations are less inclined to share images and experiences online, this provides an insight that in order for tourists to share their experiences it would be advantageous to provide a platform for them.

2. Social media should also be at the forefront of travel and marketing approaches to appropriately engage the 18-30 year olds as creating these ‘shareable moments’ and the perfect ‘Instagram shot’ is a key informer to influence their travels due to the changing behaviours which marketers need to be aware of.

On the other hand, a few respondents can see the negative and possibly deceiving effects of social media and sharing.

Respondent 3 states that “most people filter their photos which can enhance colours of the sea/beaches etc. however generally speaking everywhere I have been has been stunning in person as well” and another answering that “sometimes I think you can’t help looking on the internet and social media and seeing these idyllic pictures of destinations and when you get there it looking not so perfect.”. This clearly displays an understanding of both the positive and negative aspects of social media and the way things can be unjustifiably perceived and displayed online.

3. As respondents were able to understand that social media is a tool that is utilised to present the idealistic images, thiS provides an opportunity for travel agents and online e-tailers to engage and present ‘real-life’ aspects of the locations they are promoting to ensure there are no disappointments.

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CHAPTER 3: sustaINABLE TRAVEL

SUSTAINABLE SUSTAINABLE APPROACHES APPROACHES

Within primary research, sustainable outlooks were actively investigated, 82% of 18-30 year old’s chosen mode of transport when travelling is a plane, supported by 67% of 50-65 year old’s also electing the plane as their preferred mode of travel.

This finding is consistent with the literature as Hares (2010) stated that “international tourist arrivals grew to 903 million in 2007 and is forecast to increase to 1.6 billion in 2020”. This was explored further within all the interviews and there were discussions regarding sustainable approaches and whether the respondents are aware of the impact travelling is having.

Throughout the review of literature, theorists identified that there is a meager link between “environmental consciousness and environmental behaviour” (Bohler, S et al, 2006) which is noticeably evident throughout the primary findings. Each respondent stating that “I have recently become more aware of the impact flights have on the environment, with a lot of campaigners suggesting to stop flying totally. I however still continue to fly at the moment.” (respondent 1, see appendix 7.1.5. Q9), another adding “As a generation I think we are all trying our best to learn about the planet and do our bit to change. I’ve travelled a lot in the last few years by planes. I do understand this side of travel is not good for the planet however I do a lot of things in my lifestyle to try and make a difference

in other ways.” (respondent 2, see appendix 7.1.6. Q9). This perspective depicts that although they are still travelling and do not plan on changing this, they are compensating by making small lifestyle changes to ensure the damage isn’t continuing to progress. An interesting finding was that it isn’t necessarily the amount of trips that are mitigating damage to the earth, it is strongly linked to and suggested that longhaul flights are contributing much more damage (Luzecka, P, 2016). Respondent 3 (see appendix 7.1.7. Q9) highlights the means in which they are aiding but is also honest and accepting that air travel isn’t the best means for travelling, she explains that “I can’t say I’ve changed the way I travel as this does normally need to be done by plane, which isn’t very eco friendly. However when in developing countries I volunteer to help out the local communities with learning English, looking after animals and beach clean ups! I love educating them on ways to save the environment and it’s great to see so many bars in Asia now using bamboo straws”. Demonstrating that the imbalance between their beliefs and actions are considerably distinct. It is clearly shown that those that are concerned with climate change and the impact their travelling is having on the earth are also resistant to change their plans just for the environment.

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CHAPTER CHAPTER INSIGHTS INSIGHTS

Sustainability has a long way to go in terms of travel due to the changing behaviours of consumers and the increase in travel.

On another note, the feedback from the industry professional described that “Yes, I’m fully aware of the effects on the earth travel has. I always try and choose eco-flights that sky scanner offer to do my bit” therefore this signifies that there are schemes in place to ensure travellers can choose to be more environmental. These ‘greener choices’ are determined by how fuel efficient the aircrafts are and the distances involved and the weight of the plane (Skyscanner, 2019). This is a key insight into the improvements that airlines are making and how they’re conscious of the evolving behaviours and the potential ugliness of its future if nothing is done.

1. Outlined within section 2.5 of the report, there is a clear expression of the impact travelling is having and how the increase of tourists is causing to the climate and the environment. Therefore an insight suggests that as people clearly aren’t slowing down travelling there needs to be an alternative approach that still encourages travel but in a more sustainable way and maybe modifying the transport means.

2. Also, airlines are taking a more ethical approach to their industry, providing an insight that as it is a growing industry there is a necessity for fuel efficiency improvements.

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REFLECTIONS CRITICAL REFLECTIONS

To conclude, after conducting comprehensive primary and secondary research, the aim was to explore the future of travel and unfold the ugly truth behind tourists evolving motivations and behaviours. The report has provided a thorough set of insights into the shifting tourist behaviour, the conflicting motivations and the actual damaging truths behind them. The research conducted has both supported and differed against the literature studied. Upon reflection of the research undertaken, it would have been favourable to have gained additional professionals to interview and gain a deeper understanding of their perceptions of travel’s future and how certain aspects help or hinder its evolving role in our life. Overall, the travel industry has demonstrated potential outcomes for the future of becoming more sustainable and ethical whilst meeting the evolving consumer needs and the ever-evolving and growing tourist rates. The aims and objectives

outlined within the introduction have been widely researched and met to a large degree, with research paying particular focus on certain aims.

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For stage 2, it is worth noting that further investigations are required into any further sustainable approaches that have taken place up to now, as well as the logistics and future role social media will account for within tourism and the online sharing economy.

Executions of ideas will require to be explored through the use of both primary and secondary research to gain a wider understanding; allowing for the development and opinions of concepts. Conclusively, the report has presented fundamental key insights that can be used and are key indicators of things to take into consideration when approaching the recommendations, by providing a wide breadth of opportunities to delve into for the future.

concluSIONs 50

RECOMMENDATIONS

Developing from the chapter insights and reflections that were identified throughout the research process, the following recommendations are potential areas for improvement within stage 2.

DECELERATED TOURISM

Throughout this report, it was an obvious identifier that tourism is causing a huge influx to destinations due to their strong image upon social platforms as well as the importance of sustainable decisions when travelling. Respondents were quick to declare that they reach to social media for inspiration of places that aren’t somewhere you would initially think of and somewhere off the beaten track. Over crowdedness is also causing damage to the countries and could potentially be a key reason for not re-visiting. Therefore, this could potentially be a means of travelling and would be very meaningful for those aged between 18-30 for a ‘gap year’ or potentially as a part of a degree’s sandwich year or a ‘sabbatical’. As previously discovered, cultural immersion was a key motivator for travelling abroad, thus having the opportunity to live and volunteer within community projects for a few months, this would essentially reduce the amount of air miles as you remain in one location and would also meet their desired needs for travelling.

This recommendation will need further research to understand the current environment and to perform primary research on whether respondents would be inclined to go on this sort of break and whether it is appealing or not.

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LIMITLESS AGE

Although it was discovered that the respondents questioned throughout the primary research weren’t necessarily the biggest travellers, it is still evident that they are travelling increasingly more than they used to. This generation has very differing approaches to social media as they do not deem it necessary to post all their trips online and don’t have the mindset that ‘if it wasn’t put online then it never happened’. This is indispensable for brands and how they market their holiday offerings. A potential recommendation is providing a platform where this generation can post their experiences and photos without the worry of it being intrusive, potentially producing types of travel itineraries.

CONCLUSION CONCLUSION In conclusion, the research findings that have been critically analysed have provided crucial observations. It is worth remembering that the future is to a high degree unpredictable and unclear, however there is an expectation and predictability of travel continuing to grow. The themes explored throughout the literature were essential for providing insights and building the framework for primary research. Throughout the methodology, the patterns that were evident is that travelling has become a basic necessity and individuals have their own motivations. Both the behaviours of the age groups analysed have evidently changed, due to the influences of social media on their travel planning decisions; as well as being aware of the sustainability pressures arising. The report’s research has successfully identified the insights that provide perfect opportunities for the positive growth of travel for the future.

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appENdIX appendIX 54

1. 18-30, ONLINE SURVEY QUESTIONS 1. What is your age?

- 18-20 - 21-23 - 24-26 - 27-30 2. What is your gender identity?

- Female - Male - Non-binary 3. Do you travel abroad or within the UK? - Abroad - UK - Both 4. Where do you go to book holidays?

- Online (Travel agent site) - In-store - Direct from a companies website - Other 5. Why do you travel?

6. Do you share your holidays? (share images, facebook check-ins) Yes (share pictures) No If yes, why?

7. How many flights have you taken in the past 12 months?

8. What is your chosen transportation mode for travelling?

- Plane - Car - Train - Boat - Other 9. Can you recall a memorable experience you have had when travelling? This can be from any time, any holiday location, with yourself or with people 10. Have you taken a gap year? Any period of time between 3 and 24 months that an individual takes out of education, training or the workplace - Yes - No - If yes, when and why?

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2. 50-65, ONLINE SURVEY QUESTIONS 1. What is your age?

- 50-53 - 54-59 - 60-62 - 63-65 2. What is your gender identity?

- Female - Male - Prefer not to say 3. Do you travel abroad or within the UK? - Abroad - UK - Both 4. Where do you go to book holidays?

- Online (Travel agent site) - In-store - Direct from a companies website - Other 5. Why do you travel?

6. Do you share your holidays? (share images, facebook check-ins) Yes (share pictures) No If no, why?

7. How many flights have you taken in the past 12 months?

8. What is your chosen transportation mode for travelling?

- Plane - Car - Train - Boat - Other 9. Can you recall a memorable experience you have had when travelling? This can be from any time, any holiday location, with yourself or with people 10. Do you travel more frequently now than you did 10 years ago?

- Yes - No - If yes, why and how much more?

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3. 18-30, OnlINE SURVEY ANSWERS

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- Google flights and airbnb - love holidays/last minute (online) - book own flights and airbnb - sometimes book flights and hotel separately - will go through an agency it’s a cheap Europe trip

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1. Escape from the everyday 2. I like to experience new places, new foods, new cultures - I think it’s really important (if you are lucky enough to be able to) to travel to help open your mind 3. To broaden my knowledge of different cultures and to experience new things and places 4. Visiting new places, culture or family 5. Explore, hot weather 6. Culture and experience 7. Explore the world, see new things, experience more 8. To experience other cultures, become aware of the world and escape everyday reality 9. To have a break from reality/stresses of everyday life 10. Expand my perspective on the world 11. Gain new experiences and have fun 12. To see the world, relax and have time off 13. For fun, to relax and to experience different cultures 14. Experiences, memories, fun times 15. Leisure 16. New experiences, scenery, better

weather 17. To see amazing sights around the world and get new experiences 18. To explore new places and to relax away from home 19. For the tan 20. To have a relaxing break and go sight seeing 21. To see other parts of the world 22. Fun, no work, stress relief, good weather, exploring 23. For work, to see new cities 24. To have fun, new experiences, diversity in cultures, the weather 25. What to see more of the world 26. Experience of other cultures and people 27. Leisure, a break, experiences 28. For a break away and to relax but take in local cultures and food 29. To see new places and enjoy time away - holidays etc 30. Visiting family, going to uni, holidays 31. Love travelling and gives me the chance to see my family as they live abroad 32. Various countries including south

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africa and united states 33. For leisure 34. I travel both for relaxation and to explore and discover new sights. Also to tick things off my bucket list 35. To have fun 36. Fun 37. To experience new places 38. I like to experience other cultures, get away from england and get some vitamin d 39. Explore new places, fun, treat 40. For holidays with my family 41. Because I love to explore new places 42.To relax and have a nice time with friends or family 43. Fun experiences, see other cultures, break from everyday life 44. Because I love experiencing new cultures and seeing things that are very different to the UK 45. Explore new places 46. Experience the world 47. For leisure and exploring cities 48. Visit new places and learn about new cultures 49. For fun

50. Love seeing new places 51. To get away and experience new things 52. Relax, explore 53. To relax 54. To go somewhere new to relax 55. For family time, experience, to see new places 56. I enjoy the experience and seeing different cultures. Allows me to escape 57. Want to see new places, try new experiences and forget everyday life 58. Holiday. Relax 59. For holidays and memories 60. Relax, have fun, new adventures 61. To see the world 62. Like to explore different places and cultures 63. To experience different cultures and to have a good time. It is exciting 64.To see family/friends/partner, to intern, for fun/rest/new experiences 65. Love architecture and currently studying architecture at University and most of all for a break 66. To have a hot holiday, to see cool places and experience new things 67. To make memories 68. Break, time away 69. To see different cultures and to just

explore cities and sites 70. To experience different cultures and for some sun 71. Fun 72. Because I love experience 73. Explore the world creating new memories with loved ones 74. To explore the countries/places that appeal to me most so that I can get a taste for a new culture/setting. It’s nice to take a break from everyday life and routine 75. Gain new memories and experience/ appreciate how many beautiful places there are in the world 76. New experiences, to see new places and cultures 77. To experience new places and to spend quality time with family 78.To gain new experiences and have a break as well 79. To explore the world and different cultures 80. To experience new places, to have a break from everyday life and relax 81. Hot. relaxing get away with people I love 82. To make memories, explore other countries, cities and cultures, eat good food, drink lots, enjoy company, get some

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sun and value some time away from everyday stress and routine 83. Working abroad 84. To relax and have time off from the working world - and to have fun and an adventure with my friends and family 85.To explore different cultures and lifestyles. To get away from normality at home and get some sunshine 86. Leisure 87.To relax and tan 88. I love to experience new places with the people I love, seeing different cultures and parts of the world is very exciting 89.For a break and to experience new places, cultures and sights 90. To get some sun and to relax 91. I travel for the freedom and the new experiences 92. I travel to relieve myself from modern day stresses 93. New cultures and new people to spend time with 94. To experience new countries and cities with my favourite people 95. Because I want to see as much of the world as possible and I love the sun 96. Make memories and see the world 97. To create memories that i will never forget

98. To explore more of the UK, and visit gorgeous cities 99. To experience new cultures and countries 100. To spend time with my partner and explore both the UK and abroad

1. It’s a way of keeping memories for myself but I enjoy sharing what I’m up to with friends and family 2. I think more for my own documentation, probably a little bit of showing off too 3. I like to think it’s so I can share with my friends, but I guess sometimes it is to show off what I am doing because a lot of people i have on social media aren’t close friends 4. For my own ‘scrapbook’ diary 5. Capturing memories in different areas of the world 6. To let family know what I’m up to, do not do this all the time and not as much now 7. To document the fun moments, share experiences with friends 8. Because I want my friends to see what I’m doing and show off 9. Yes if I’m back from holiday, I wouldn’t like people knowing I’m away 10. Keep people up to date, memories to look back on 11. Tell friends where I’ve been and to show views/scenery 12. To update family members

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13.To show off 14. To remind myself of the holidays to look back on 15. I like to share my experiences through photography, and for memories 16. To show off to others what I’m doing 17. For me to remember 18. For the memories and to show off 19. To share my adventures with friends 20. So I can look back in the future 21. I share photos for memories and to share the beautiful sights with the world. I get a lot of travel inspo from instagram so it’s fun to share it as well 22. They’re nice pictures 23. It’s only sometimes, I don’t want to share everything, but it’s nice to show off some of the scenery and places I’ve been. Rather than posting selfies and hotdog leg pictures 24. Nice memories 25. To keep the memories 26. It’s not always necessarily on holiday but if I take a nice picture I will post it. And normally if I go abroad it’s nicer for pictures than the UK

27. Just to share my experiences with them or if I’ve had a nice time I want to share it for my own memories 28. Share interesting photos, a place to post and collect memories 29. I like to look back over my Instagram at all the places I’ve been 30. Document to family and friends 31. Because i’m a show off 32. Like to share a great place 33. To keep memories 34. For my own personal memories, makes it easier to look back on if all the photos are in an album or highlight 35.To show off, to have the photos somewhere to last 36. Memories 37. Just to keep in touch with friends and family 38. I like people seeing where I have been 39. For my own keepsakes 40. Show family what we’ve been doing whilst away. Sights seen etc 41. As a virtual photobook 42. I try to avoid being on my phone whilst I’m away so I would only post when I’m back. Mainly to log memories for myself 43. The thing with social media is that

people show you what they want you to see, and me travelling is something I would like to share with the world 44. Memories/updating friends 45. So I can document my journey and others can see 46. Keep a log of memories 47. To show others 48. I like keeping an “online journal” to look back on. It’s also nice to share the experience with family and friends 49. To be able to look back on the trip and remember the best bits 50. To show different parts of the world 51. For my friends and because I like creating content 52. It’s the norm. And holiday destinations are normally so photogenic 53. I use my social media as a way to reflect on what I’ve done and achieved so I can put pictures there to look back on 54. For my memories in the future and to show my friends and family where I have been 55. Share memories for family to see and for us to look back on 56. To show my memories to people of interest

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57. More for myself to look back on really, I like it when things I’ve posted once come up on my memories on social media and I like going back through it, having a place to post all your adventures is pretty cool 58. Memories and so people can see almost like a review of where we’ve been 59. Instagram to keep a record of my memories 60. To show my followers different parts of the world 61. To show my family my journeys 62. To keep a timeline of my adulthood to look back on and enjoy 63. To show people where I have been and to provide inspiration 64. To share with friends, nice to look back on 65. To have something to reflect on 66. A means of documenting my travels and for family and friends to be uploaded

0-7 1-9 2 - 25 3-8 4 - 17 5-3 6-8 7-2 8-9 10 - 7 12 - 4 15 - 1

- depends where

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1. My first holiday with my boyfriend to rome 2. All my experiences are memorable if I’m with my friends and family. Holidays always make the best memories and I enjoy being able to say I’ve travelled to lots of places around the world 3. Yes, New York. It was on my own, which was quite liberating. I did exactly what I wanted when I wanted without worrying about what anyone else wanted to do. I loved it 4. My son being very excited looking at airplanes 5. Meeting new friends on party holidays 6. Long weekends in venice with the family 7. I went travelling over the summer, using planes but mainly trains to travel, was an overall amazing experience 8. Volunteering the other side of the world and embracing completely different cultures, travelling around the area 9. Can’t really remember anything significant 10. I went to india and we flew with Jet

Airways, they went into administration whilst we were out there so our flight home got cancelled and we ended up staying an extra 3 days, we were only allowed to tell our parents and not put it on social media, it all felt very James Bond like 11. An alpaca walk in the Lake District 12. White water rafting in Croatia and climbing Stromboli in Sicily 13. Going to a spa facing Mount Fuji 14. At a bar, pole came down on my friend and hit her, free drinks and chips for the rest of the night 15. Took the eurostar to brussels in summer, only previously used the car version of it so the train was a new exciting experience 16. Empire state building and helicopter ride around NY and statue of liberty 17. With my family, we went white water rafting, I didn’t think I would enjoy it but I did 18. Getting smashed 19. Was delayed on the way home from budapest and waited 3 hours, it was just

short of 1am and almost had to wait until 5am the next day due to air traffic 20. Taking a yacht around the island of capri 21. Getting stuck in a flash flood 22. Yes , lots 23. This year in florida it was very special... we went with my family and one family member was in recovery from cancer, for me the holiday was for her and I will never forget it! Disneyland felt like being a child again especially with my bestie/cousin 24. Visiting auschwitz 25. Yes with my boyfriend to australia 26. A family skiing trip 27. Yes - nearly missing a flight 28. Yes 29. Learning about new cultures 30. Safari in south africa 31. Many 32. One of my favourite holiday memories was swimming in the Great Barrier Reef in Australia. I have never seen anything like it and will remember that experience, and the country, for the rest of my life

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33. Voluntary work in south africa 34. No 35. I just went to New York 36. Watching the sunset on the beach in Kos with my two best friends 37. Riding camels in Morocco 38. Too many to choose from 39. Empire state building 40. Brothers stag do in Prague, never forget the underground club 41. Flying experience with my boyfriends to Fuetraventura 42. Cliff jumping into the sea 43. Skydiving in Australia 44. Experiencing a whole new culture in thailand and seeing elephants up close 45. My partner and I helped release 180 baby turtles to the sea that we saw hatch on our hotel beach in Cape Verde 46. Cocktails on the beach on holiday to celebrate the end of exams 47. All inclusive hotels when i was young, experiencing so many new foods and tastes 48. I remember in 2011 on our way back from florida we had a scary experience of turbulence on the plane that resulted in being a national hurricane and flooded america the day after we returned 49. Just seeing famous sights, etc sydney opera house, bridge climb

50. America with my husband and children 51. The tire on the plane popped and we landed safe 52. Probably going to australia and seeing a kangaroo and koala for the first time 53. Sipping cocktails in the sun 54. Visited rome a few days ago and we go on the shuttle bus from Ciampino to Rome Termini and we experienced a lot of sights on the way that ticked them off out visit list 55. Having to jump off a moving train in India 56. Sitting in business on the way to Dominican Republic 57. Almost missing the flight back from madrid because we misread the bus times 58. Watching the sun set over the hills in New York State 59. Meeting new friends 60. My boyfriend and I spent out first anniversary in Amsterdam, we visited the city’s zoo and it was a really special day 61. Conquering my fear of the sea by scuba diving 62. Cambodia - travelling with new people and volunteering abroad 63. Hawaii for my cousins wedding, 21st birthday in New York Cruise seeing different places with family

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64. Exploring by myself in cyprus 65. I will never forget the time our plane went through drastic turbulence! Petrified 66. My first trip away with just my boyfriend. We had been on holidays with each other’s families but being on our own was different. It was exciting 67. Going on a boat trip in Kos with my family - the views were amazing. We got to explore tiny islands and snorkelling in the sea, so cool 68. Backpacking 69. Yes - many 70. Travelling with close friends and family to warm locations and making new friends at these destinations 71. Getting lost in the outskirts of Amsterdam, very scary haha 72. Watching england in the world cup when in cyprus, walks in the yorkshire dales 73. Tokyo, pig cafe 74. Scuba diving the great barrier reef, this was amazing to see a part of the world that may not be there in years to come 75. Trekking ben nevis with a group of friends 76. I went to iceland with my fiance and we witnessed the northern lights and I proposed to her

77. Seeing the sights of rhodes on a quad bike, not understanding the road signs but driving to the place called Lindos in the mountains 78. Sunset at the harbour in Turkey whilst having a strawberry daiquiri, unforgettable 79. Tokyo, Mount Fuji spa 80. Meeting a group of people of people whilst I was away, spending the majority of our holiday with them 81. Exploring the lake district and camping with my friends 82. Spending my 30th birthday in singapore on our lay over on the way to Australia at the gorgeous Marina Bay Sands 83. Meeting Koalas whilst in Syndey

1. Prior to uni 2. To save up 3. To travel the world for experience 4. When I finished college, I had to do it to fit in with everyone else 5. After A-levels, to earn money before starting uni 6. 2016-2017 due to illness 7. At the time, I wanted to find myself and help others as I went travelling and I learnt a lot about myself

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4. 50-65, OnlINE SURVEY ANSWERS

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1. Don’t really do on holiday

8. Personal travel agents

2. Personal agent

9. Caravan sites

3. Caravan club member

10. Organised group trip

4. Spain or norfolk coast

11. Group bookings

5. Eurotunnel and hotel

12. Book flights and then

website

have our own place

6. Camp sites

13. Business usually sort out

7. We book flights but we

holidays

68 have our own accommodation

1. Fun, beach, explore new cities 2. To enjoy time with my husband and experience a way of living which is alternative to the UK 3. Pleasure 4. For holiday 5. To relax, unwind and experience new cultures 6. Relaxation and fun 7. For holidays 8. For leisure 9. Holiday 10. Holiday 11. Business and pleasure 12. To experience different cultures/ traditions/food plus to get guaranteed sunshine 13. For fun and to discover the food, drink and culture of different places 14. Mainly work but frequent vacations too 15. For holidays 16. I don’t because I have animals 17. To experience different cultures 18. Love the climate, new experiences and meeting people 19. Love the sunshine and foreign

cultures and food 20. Because I enjoy seeing different parts of world 21. To explore different landscapes, cultures, food and people 22. Relax unwind 23. Holiday 24.Too get away from the norm 25. All over 26. I like to explore other places and cultures 27. Both business and holiday 28. Pleasure 29.Exploration and relaxation 30.To experience new parts of the UK 31. To relax and get away from home stresses 32. UK - norfolk mainly 33. Leisure 34. To experience many things 35. Holidays 36. Holidays or pleasure trips 37. Holiday 38.Fun 39. To experience the wonderful sights the UK has to offer 40.To be relieved from work stresses

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41. Holidays 42. To unwind from work 43. Because after working all year round it is a relaxation for myself and my partner 44. To explore the outside life and get out of the house 45. To go to a hot climate 46. For business 47. To explore new cultures 48. To create memories to tell my children 49.To see different cultures 50.To meet new people 51. To create memories with my children and grandchildren 52. To spend time with my family 53. To spend time with my family 54. For the countryside and the adventure 55. To explore the countryside of the UK 56. To take my children away from normality 57. To explore new countries and get in the sun 58. To explore and meet new friends 59. To try and maintain my youth and

doing what I used to do 60. To get a change of scenery from my home 61. To explore and experience different things 62. To explore new places with my family 63. To get some sunshine and visit places that aren’t common 64. To visit family abroad 65. To explore and experience new cultures and lives 66. For my hobby, also relaxing 67. For pleasure 68. To relax 69. To relax 70.To get away from home 71.To have fun 72.To explore the richness the world has to offer 73.To get a break from work 74.To visit my son 75.To get some sun and to explore 76.To create memories 77. To get a break 78. To explore and spend time with my husband 79.If i find a cheap deal 80.To get away from work and home 81.To get some sunshine 82. To relax and create memories with my grandchildren 83. Pleasure 84.To relax 85.Pleasure 86. I used to have to travel for my job

87. Pleasure and to get in the sun 88.To explore and experience new cultures 89.To make memories 90.For business but i also manage to spend down time in new countries 91.For a break 92.To meet people our age and relax 93.To explore new countries 94.To relax and see the world 95.For a short break away from home 96.To spend time with friends and relax 97.Pleasure and adventure 98.To create memories 99.To get some sunshine 100.To take a break from everyday life

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1. I do not have social media and if I do show images it is to my friends when i’m back 2, Not on social media 3. Security reasons and not really attention seeking 4. Private and do like sharing 5. Not sure anyone would be particularly interested 6. I don’t do facebook 7. I don’t have social media 8. Don’t like to 9.Cos its personal 10. I am not on social media 11. I am a private person and don’t do social media 12. Security concerns 13.Because i do not use social media

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14.Don’t like people seeing me 15. I tend not to publicise anything about myself 16. There’s no need to show off 17. I do not have social media 18. Don’t need people to see my business 19. Don’t have social media 20. They are usually for work purposes 21. Don’t like people seeing where I am 22. I do not use social media 23. Do not have social media 24. Never had any social pages 25. Security and personal reasons 26. No social media 27. No social media 28. Not on social

media and not interested in people seeing 29. Private life 30. I am not on social media 31. Don’t really take pictures 32. Don’t post anything on my facebook 33. I only send images to my friends 34. No social media 35. I don’t have a mobile 36. Not on socials 37. Due to them being for business purposes 38. I like to keep my holiday’s private 39. Don’t want people to know we are away 40. Privacy concerns 41. No social media 42. Private

0 - 23 1-4 2 - 20 3-2 4 - 15 5-3 6 - 12 8 - 10 10 - 2 12 - 2 15 - 1 16 - 1 18 - 1 20 - 2 24 - 2 1. Camper van 2. Don’t go on holiday 3. Train car and plane 4. Caravan 5. Bus 6. Coach

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1. Many really - family parties in canada, fun nights out, friends, beautiful scenery 2. Driving from the UK - Switzerland to Italy and back 3. Travelling by train through France into Switzerland 4. Meeting people 5. Not memorable but overwhelmed by scenery and hospitality 6. Meeting new people 7. Activity holidays 8. Internal train trip to Sri Lanka 9. Safari in kenya 10. The long waits 11. Cannes 2019, driving my Tesla to the South of France, being from a very basic upbringing, sharing the experiences with the love of my life while being on an island at the same time and place of some rich and famous people who are from a very different sector of modern life 12. Foodie tour in seville 13. We had a fantastic day in venice while on a P&O cruise with some new friends we met whilst on holiday 14. It was my birthday while travelling

with a male work colleague ( I am also male) and he arranged champagne as my birthday happened mid flight, after champagne was presented my fellow passengers thought we were a gay couple and he had proposed and i said yes so congratulated us 15. We went to Australia, visited the chinese gardens. While the children were getting changed into traditional costume, I got talking to a family, turned out they lived just up the road from us 16. Went to turkey with my wife 17. Memorable experiences in general 18. Getting married 19. Lots of laughs in florida in disney and relaxing in the villa by the pool 20.Once got upgraded on a flight which was very exciting 21. Random act of kindness. When cycling in france, an elderly man leant over his garden and gave us a bowl of freshly picked strawberries 22. Being taken off a plane because of an issue with it 23. Not really

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24. A broken ankle on a boating holiday 25. Yes nearly missing return flight with my young children 26. Visiting florence for the first time 27. No 28. Stuck on a walkway bridge in mexico, scared of heights and had to be helped over and the group travelling with me all cheered when I got over it 29. Great experiences with business colleagues in france, germany and spain 30. Walking the cliffs of dorset, the fresh air and wildlife makes a difference from my hometown 31. Making new friends when abroad and going to new places with them 32. With my children, you think they want luxury holiday but actually they are happy with simple things 33. Travelling to morocco with my husband 34. I got lost on a beach 35. Managed to get a photo of 2 of my kids sitting in the seats in the cockpit of the plane just before everything changes and they aren’t allowed to do that

anymore 36. No 37. Thailand tsunami 38. Being present in windsor at the time of of Meghan and Harry’s wedding 39. Experiencing new restaurants within the areas that our hotel is located at and speaking to locals 40. Flying from gatwick flight cancelled, flew 24 hours later, gatwick airport put us up in a dreadful hotel for the night 41. Taking my family on a company ski trip when my children were only 3 and 5, they learnt to ski and now we go skiing every year 42. Sunset on the beach in Bali, an unforgettable experience 43. Being in a rural campsite and waking up to cows and horses in the field 44. Exiting the plane and feeling the warm air hit you; always excites me 45. Travelling corporate to Dubai to watch the F1, all expenses paid for 46. Exploring the local towns and enjoying new food 47. Exploring Monaco whilst the F1 was on, it was crazy to see the amount of people and the money spent 48. Exploring the all inclusive entertainment

49. I once tried a cockroach 50. Having dinner with the captain on the latest cruise we went on 51. Going to the champagne region of france and touring all the areas around with my husband and daughter 52. I proposed to my soon to be wife 53. I proposed to my soon to be wife 54. A memorable moment was on holiday in yorkshire and I went white water rafting with my family 55. Going on the train to edinburgh and seeing the beautiful coast 56. When my friends took me on a surprise holiday 57. Watching some friends of ours get married, very special moment 58. I met the love of my life 59. Climbing the top of the eiffel tower and not using the lift 60. Travelling from Portsmouth to lake district on the train and made a travel companion on the way 61. Visiting italy and travelling from the north to the south 62. Going to las vegas for my brother-inlaw’s 50th birthday and flying over the Grand Canyon 63.Watching my children progress each year skiing

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64. Meeting my newborn grandson 65.Visiting canada to see my grandmothers cousins 66. All 67. As a child going over to france in gale force 9 68. Paragliding over the sea in cyprus 69. Paragliding over the sea in cyprus 70. Spending a week in great yarmouth with my husband and then my children and grandchildren came to surprise me 71. Going to the maldives and staying one of the gorgeous huts over the sea 72. Going on a private boat around capri and sorrento 73. Going to visit my son and his wife for the first time in their new home in the US 74. Going to the turkish mud baths when it was 40 degree heat 75. Going to china and exploring all the local cuisines 76. Meeting my now husband whilst on a family holiday with my children 77. Staying within the beautiful grounds of chatsworth house 78. Meeting the cast of benidorm whilst they were filming it years ago 79. Going to florida this year with my wife and daughter and sister and her family 80. Going to mexico and having the most

relaxing time after having a chaotic start to the holiday 81. Taking my newest grandson to our home in Italy along with my granddaughter 82. Thailand..an amazing country with lovely humble people 83. Going on a river cruise for my birthday and spending my birthday in venice 84. Spending a weekend in edinburgh 85. Visiting all the newly renovated hotels in turkey and spending a week being waited on hands and foot 86.Going to ibiza and watching my husband do his first dj set 87. We were going on a skiing holiday, however when we arrived at the resort we were soon to discover there was no snow and we had to ski on a glacier 88. Exploring the greek islands and island hopping to visit all the different towns 89. Visiting south africa and seeing the plethora of animals, such as penguins in the mountains and giraffes 90. Travelling to cornwall to spend christmas and new year with my family 91. Taking an open top safari whilst away 92. Going on a coach trip to bruges for the day 93. Going on our annual cruise around

the Caribbean, soaking up the beautiful weather and meeting new people 94.Travelling to a few cities on our coach break, enjoying all the excursions particularly around the botanical gardens 95.Exploring malta and the historic sites 96. Going on my sons stag do, it was a weekend to never forget 97. Taking our daughter and her fiance to florida and our son, it was a wonderful holiday and memories to last a lifetime 98. Going to cyprus for 2 weeks and just relaxing without worrying about work 99.Taking all my family skiing and their partners and teaching partners how to ski and showing them our beautiful place in Switzerland

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1. A lot more - cheap flights, kids moved out 2. Freedom, time and money 3. A couple of times instead of the once when children were still at school and can go at any time 4. Twice 5. Much more during the recession we had no disposable income and the struggle of managing a young business through the economic turbulence travel was the last thing on our agenda 6. Twice as frequently 7. We cruise twice a year because the cost is more affordable than 10 years ago. We also own a touring caravan and enjoy discovering the UK on a regular

basis 8. More free time 9. More disposable income, my children have grown up now 10. 3 holidays a year 11. Children no longer at home and have more time to travel 12. 15 times more 13. Due to children no longer being reliant on us as parents and it’s easier to get up and go 14. Holidays are more affordable 15. I do more weekend breaks 16. Easier and cheaper 17. Because we have more time and money 18. Retired

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19.We travel more frequently due to having a house abroad 20.More time and money 21.More freedom 22.More freedom, and free trains due to working for national rail 23. Children are no longer reliant on us 24.Freedom of time 25.More time and no responsibilities 26.No work commitments 27. More time and freedom 28.No ties 29. My job allows me to 30. Spare time 31. More financial freedom 32. More time and freedom 33.Financial ease and time

5. Respondent 1, consumer INTERVIEW

1. Why is travel so valuable to you?

Travel is valuable to me because what you see and learn is in your memories forever. It’s not like a tangible gift that runs out.

2. What are your motivations to travel?

My motivations for travel are time. I understand I won’t be able to travel forever, due to age or circumstance, so I’m not wasting time whilst I can.

3. Have any of the destinations you visited been a let down from what you originally perceived due to social media showing it in a different light?

It wasn’t bad, but Amsterdam was the closest to a let down of all the places I’ve been. People rave about it, and it looked so pretty online, but it’s very crowded. Plus, a lot of people go for weed, and we’re not really into that.

4. Is discovering a new culture and way of life important to you when you visit a new country, and why?

Discovering a new way of life is interesting rather than important. I’m not looking to change my lifestyle to copy others, but I find it fascinating how some people live; especially from non-touristy places.

5. What mood has a destination given to you and what unique features it did possess compared to others?

Krakow gave me a very relaxed and content mood when I was there. Partly it was the warm evenings, but eating a meal etc in the main square at night is the nicest thing.

6. How do you plan what your next destination is going to be?

Price often decides where I go. I don’t have lots of money to play with, so if the flights are cheap etc, I’ll go. If not, I won’t.

7. Does social media influence your travelling decisions such as images of destinations and people’s experiences?

Yes social media plays a part for sure! People go to places you may have not even heard of, you see their pictures etc, and suddenly it’s on your list of places to go! Youtube is probably the biggest one for me.

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8. “younger travellers are experience-seekers who travel in search of culture, adventure and relaxation (richards and wilsons, 2003)” do you agree with this statement and why?

I do mostly agree. I think younger people are still learning about themselves, so are eager to discover new things and meet new potential friends. As travel is so accessible now too, I think it’s on a lot more people’s horizons than ever before, which thus encourages them to ‘seek the adventure’.

9. Have you become more aware of the impact travel has on the earth and have you changed anything to reduce this impact I have recently become more aware of the impact flights have on the environment, with a lot of campaigners suggesting to stop flying totally. I however still continue to fly at the moment.

10.What do you think travelling does to your outlook on life?

I would say (without sounding to pretentious) that travel makes you more patient and understanding of other people and their ways of life. You get on a plane in your home country, and a few hours later you’re in a completely different place, with different languages, different currencies, different transport systems, different mannerisms etc, and you’re forced to adapt. You notice little mundane things that they do, that you would do completely different at home, and you’re made to understand why they do it and why it works for them. Plus for me personally, it gives me something to constantly look forward to. A kind of ‘world is your oyster’ effect.

11. Can you recall a positive and a negative experience from your own travels? (country and place, how you felt) A positive for me was tipping the barman in Mexico as a group. We were allocated a bar man on the beach just for our group (in return for a mistake the hotel had made with the trip) and at the end of the 3 days we had him for, as a group we tipped him something like $230. To us he was amazing and so worth that, but seeing his face light up when we have him it was just the nicest thing. We later worked out that the money we gave him was equivalent to about 2 months wages.

A negative one for me when early on when me and my girlfriend went to Berlin. We fell victim to a small money scam (masquerading as a charity donation) outside the brandenburg gate in central Berlin. It’s something that we learned quickly from, but was so annoying at the time when we realised what had happened.

12. Do you enjoy sharing images and experiences of your travels online and why?

I do enjoy sharing my photos and videos from holidays, mainly via YouTube and instagram. My family and friends tend to react and comment to the posts, but I’m just genuinely interested in making videos, so youtube is mostly for myself.

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6. Respondent 2, consumer INTERVIEW

1. Why is travel so valuable to you?

Travel has been a massive part of my life even since I was young I have always been lucky enough to go abroad a few times a year, when it came to leaving school and deciding a career my main aim of whatever job I chose was that it allowed to go work anywhere in the world. In the last 2 years I have been travelling alone , a mix of backpacking and working and it has been the most amazing thing I’ve ever done and given me truly life changing experiences, travel is so valuable to me as it makes you look differently at life and pushes you out of your comfort zone.

2. What were your initial motivations to travel at the beginning? And what are they now? (have they changed or are they still the same) My main motivation when I left home the first time was to have a break from life at home! Just finishing school then college i couldn’t wait till the day I was free and could go away and not think about having to come back! I had never travelled alone and felt very scared about this concept but excites me so much about seeing new places and meeting new people that weren’t from the same place at home. My motivation now is more to create a career and lifestyle that will combine travel as part of my normal life. I guess very similar still as I was to push myself and still have all the new things that excite me about travelling however now I have more of a realistic approach of not going away for a getaway not actually trying to make it part of my everyday life.

3. Have any of the destinations you visited been a let down from what you originally perceived due to social media showing it in a different light?

Sometimes I think you can’t help looking on the internet and social media and seeing these idyllic pictures of destinations and when you get there it looking not so perfect. For me personally this will never be a let down as I will always appreciate a place for whatever it is especially if I’ve never been before.

4. Is discovering a new culture and way of life important to you when you visit a new country, and why?

Definitely one of the most important things for me when visiting another country! Culture will always fascinate me and I love to learn as much as possible when travelling, I find it amazing how in one world we have such diversity and we are so lucky if you are able to travel and experience this.

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5. What mood has a destination given to you and what unique features it did possess compared to others?

I think every destination can affect your mood for good and bad. This will depend on what reason you’ve travelled there for and what happened when you were in that place. I have had both positive and negative experiences of travelling and it does affect what you think of the destination.

6.How do you plan what your next destination is going to be?

I do try and plan places that I haven’t been yet. On my phone I have a map and marked all the places I have been, where I haven’t been much will definitely influence where I want to go next. However, I do have favourite places that I will always want to go back to and that will make me happy. Also depends on if I’m looking at somewhere to work or for holiday. I am going back to the same place I worked for a bit last summer this year as it was truly amazing a beautiful place to work so playing it safe however I’m going to go backpacking again this winter so going to Asia and have never been to any of these places before! So this one I think will depend on the purpose of the trip.

7.Does social media influence your travelling decisions such as images of destinations and people’s experiences?

I think for our generation images is a yes. When you see places on social media that look nice of course you want to go! And when we all book travel through the internet now too all the research of somewhere it what you’ve seen online. So many beautiful places in the world that people might never know about but unless you have heard of it. Peoples experiences can be different so for me maybe not as strongly influenced as pictures. However if someone has told me good things of course it will make me want to go.

8. “younger travellers are experience-seekers who travel in search of culture, adventure and relaxation (richards and wilsons, 2003)” do you agree with this statement and why?

Yes I agree with this!! It’s all things that will excite you about going somewhere and all are things from daily life you might not find therefore look for through travel.

9. Have you become more aware of the impact travel has on the earth and have you changed anything to reduce this impact?

As a generation I think we are all trying our best to learn about the planet and do our bit to change. I’ve travelled a lot in the last few years by planes. I do not drive when I am away and I don’t have a car so I guess compared to daily life at home it’s hard to compare.

I do understand this side of travel is not good for the planet however I do a lot of things in my lifestyle to try and make a difference in other ways.

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10. When you were travelling for a long period of time, what was your method of transport and why?

Public transport, buses, trains, planes! Cheapest, easiest option and also as I travel on my own I find this a great way to meet other people and friends I’ve made whilst travelling for long periods of time I have met from travelling in between places!

11. Can you recall a positive and a negative experience from your own travels? (country and place, how you felt) Positive- backpacking around Australia, my first trip alone and it was the best feeling ever! It pushed me so much as a person and I felt so proud of what I achieved there coming away with so many fun memories of beautiful places and amazing people. Nothing will ever compare to the feeling of pride I had coming back from that trip.

Negative- making the decision to leave Cyprus. I had got a job, apartment in cyprus however after being there 6 months I just felt too settled and the feeling of excitement had gone. I felt lonely and isolated living on my own there. At first was all the fun of travelling, exploring a new place however after being somewhere for that long and not having a progression to anywhere new I felt like I wasn’t being challenged anymore and needed a new adventure. However There still was a feeling of disappointment leaving, I don’t want to come home not knowing what my plans where next.

12. Do you enjoy sharing images and experiences of your travels online and why?

I do enjoy sharing images of where I am and what I’m doing. Purely because I don’t have a lot of downtime to catch up with friends and family so more from a practical point of view it’s the easiest way to share will everyone about where I am and what I’m up to!

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7. Respondent 3, consumer INTERVIEW

1. Why is travel so valuable to you?

Travel is valuable to me because of the independence I’ve gained and the amazing people I’ve met when travelling! I have made so many friends all over the world that I still keep in touch with now and that’s something I really treasure.

2. What were your initial motivations to travel at the beginning? And what are they now? (have they changed or are they still the same) My original motivations were to just see the world, which I’d say is the same! I get a lot of excitement at the thought of leaving the UK and seeing what other countries have to offer and how other people live!

3. Have any of the destinations you visited been a let down from what you originally perceived due to social media showing it in a different light?

Luckily I think most places I’ve seen have been just as amazing as they are seen on social media. I think the only thing that is not perceived on social media is the journey you take to each place, for example in Peru, Macchu Pichu is incredible however social media does not portray that you are very high up and therefore can suffer from altitude sickness when you are there!

Also most people filter there photos which can enhance colours of the sea/beaches etc however generally speaking everywhere I have been has been stunning in person aswell!

4. Is discovering a new culture and way of life important to you when you visit a new country, and why?

Yes I find that very important and actually one of the best parts! I love trying local cuisine and seeing how other cultures live and there different traditions!

5. What mood has a destination given to you and what unique features it did possess compared to others?

I can’t pick a specific time and place but generally speaking in Asia I always just feel happy and grateful to be in such a beautiful country surrounded but the kindest nationality of people! The sunshine and constant beauty the country offers just keeps me in a positive mood 24/7.

6.How do you plan what your next destination is going to be?

Normally just from googling and seeing something I like the look of, or from people I’ve met travelling suggesting places I should go!

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7. Does social media influence your travelling decisions such as images of destinations and people’s experiences?

Social media certainly does encourage me to want to go to places and obviously photos on socials are always taken at the best angles with filters so make the places look incredible! So I would say it has some influence yes.

8. “younger travellers are experience-seekers who travel in search of culture, adventure and relaxation (richards and wilsons, 2003)” do you agree with this statement and why?

I do agree with that statement. I love the adventure and culture side of travelling! I wouldn’t always say it relaxing though, I find I’m always so busy seeing and doing things that I don’t often just go to the beach and relax!

9. Have you become more aware of the impact travel has on the earth and have you changed anything to reduce this impact?

I can’t say I’ve changed the way I travel as this does normally need to be done by plane which isn’t very eco friendly. However when in the developing countries I volunteer to help out the local communities with learning English, looking after animals and beach clean ups! I love educating them on ways to save the environment and it’s great to see so many bars in Asia now using bamboo straws!

10. When you were travelling for a long period of time, what was your method of transport and why?

So I always fly to the destination from the UK and then use bikes, cars or boats as transport.

11. Can you recall a positive and a negative experience from your own travels? (country and place, how you felt) Most my travels have always been positive from the amazing things I’ve seen to great people I’ve met!

One of the best things I did was a skydive in Australia, never something I thought I could or would do, but was the most incredible thing ever! I overcame a fear of heights and just felt invincible doing it! Was a great feeling that I’ve never experienced from anything else!

A negative time is whenever I’ve been ill (which has been a lot) I always want to be home, going to foreign hospitals and looking after yourself isnt the most fun however I’ve always coped with it and soon get better and then carry on!

12. Do you enjoy sharing images and experiences of your travels online and why?

I do enjoy sharing images of my travels on my socials for a few reasons. One is for my friends and family, a lot of them say they like me to keep them updated so sometimes just posting on Instagram or Facebook is easier than sending to everyone separately!

Also, I like to look back over my Instagram and see all the amazing things I’ve done and seen!

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8. Respondent 4, consumer INTERVIEW

1. Why is travel valuable to you?

I believe travel aids confidence. Navigating your way through airports and finding ones way about at destination. It increases ones knowledge of geography, landmarks and food, but most importantly about how other cultures think and work.

2. What are your motivations to travel?

I consider myself lucky that my career has afforded me the opportunity to travel so on the whole my motivation has been business, although I believe that I would have traveled regardless. I enjoy seeing new places and meeting new people and discovering new things as well as being put out of my comfort zone on occasion.

3. Have any of the destinations you visited been a let down from what you originally perceived due to social media or holiday agents showing it in a different light?

It’s not the case for me that I had seen holiday brochures and been let down (even when I have been on holiday, my perception has never been different to reality) I don’t like to have preconceived perceptions. When I was a fashion buyer in South Africa we used to do buying trips across Europe and America and I could not wait to go to Paris whereas Amsterdam did not excite me that much. It was ironical that I loved Amsterdam and did not like Paris. I have been to Paris since and my perception has changed but I think initially this had to do with the fact that I felt more comfortable culturally with the people and language as Dutch is quite similar to Afrikaans.

4. Is discovering a new culture and way of life important to you when you visit a new country, and why?

I think it is. Because it dictates how you approach the locals. It can teach you about history, as culture tends to stem from the countries beginnings and what it’s been through over time. It’s especially important when doing business with people in different cultures and understanding what to wear and how to behave in certain situations is important.

5. Does social media influence your travelling decisions such as images of destinations and people’s experiences?

Not massively but yes to a degree.

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7. Have you become more aware of the impact travel has on the earth and have you changed anything to reduce this impact?

I have and businesses have. Some countries still tend to challenge the impact but many business are promoting where possible using technology to replace trips. So utilizing video conferencing is on the increase.

8. Do you enjoy sharing images and experiences of your travels online and why?

I don’t go overboard, but I do tend to share as I like seeing images and peoples experiences so I assume others feel the same.

Again it’s sharing of knowledge more than anything.

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9. INDUSTRY INTERVIEW

1. Why is travel so valuable to you?

I love seeing the world. Learning and experiencing new cultures is so important to me! And trying new cuisines.

2. What were your initial motivations to travel?

The sea and landscape the world has to offer 3. Have any of the destinations you visited been a let down from what you originally perceived due to social media showing it in a different light?

Not that I have personally visited, no. I have been in love with everywhere I have gone 4. Is discovering a new culture and way of life important to you when you visit a new country, and why?

Yes very much so! This is why I travel. I think it’s so important to understand how the rest of the world live because you can become so siloed in the English society and what we all do. There is so much out there that offers a new way of life.

5. How do you plan what your next destination is going to be?

I have a list of places I want to visit and i’m slowly just working through them. I guess social media has a massive impact on where I choose to go because seeing someone go to a nice hotel then I automatically do want to go!

6. Does social media influence your travelling decisions such as images of destinations and people’s experiences?

I work a full-time job at Rolls-Royce so holidays are limited for me. However I also have a side hustle in the travel industry. I’m an independent travel agent so I’m able to save and earn money on everything I book, so travelling has become a lot easier for me in the last year.

7. Have you become more aware of the impact travel has on the earth and have you changed anything to reduce this impact?

Yes, I’m fully aware of the effects on the earth travel has. I always try and choose eco-flights that sky scanner offer to do my bit.

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8. Do you enjoy sharing images and experiences of your travels online and why?

Yes, I love sharing pictures of my travels. It is second nature to me because of the nature of my side job and yes of course I have to show people what the world has to offer because they book with me. But it all just comes from what I said at the start, I think it’s so important for people to see what the world has to offer and the different cultures that are out there.

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10. RESEARCH CANVAS

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11. GANTT CHART

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12. CONSENT FORMS

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13. Csikszentmihalyi (1975) flow state

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14. kim et al, memorable tourism experience scale

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15. Maslow’s hierarchy of needs

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01 TRAVEL EXPERIENCE An exploration into the future of travel and unfolding the ugly truth behind tourists evolving motivations and behaviours.