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Understanding the Millennial tourist: Proclivities and penchants of indigenous Rastafarian cultural experiences among Generation Y
Millennials, Spirituality and Tourism ; : 252-267, 2021.
Article in English | Scopus | ID: covidwho-1893155
ABSTRACT
This chapter documents the experiences of Millennials in culturally immersive homestays, tours and excursions within indigenous spiritual communities in the Caribbean. The chapter validates that there is an increasing demand for spiritual tourism from a particular group of consumers – Millennial travellers. Grounded in the theories of the Experience Economy and Experiential Marketing, the chapter illuminates the motivations and latent interests of Millennial travellers towards new modes of spirituality that they may not be exposed to in their home country, through examining the indigenous Rastafarian villages in Jamaica which are interactive and offer authentic cultural experiences with a strong spiritual component. In examining the extant literature on spiritual tourism, there is a lacuna of research on Caribbean spiritual tourism experiences with the Millennial traveller;the impacts of COVID-19 on these experiences are also documented. The chapter makes a unique contribution to the literature and global discourse on Millennials and spirituality from the perspective of small island developing states (SIDS) and particularly from islands that are economically dependent on tourism and use aspects of culture such as spirituality as a product/service differentiation strategy and competitive advantage. © 2022 selection and editorial matter, Sandeep Kumar Walia and Aruditya Jasrotia.

Full text: Available Collection: Databases of international organizations Database: Scopus Type of study: Qualitative research Language: English Journal: Millennials, Spirituality and Tourism Year: 2021 Document Type: Article

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Full text: Available Collection: Databases of international organizations Database: Scopus Type of study: Qualitative research Language: English Journal: Millennials, Spirituality and Tourism Year: 2021 Document Type: Article