The key travel motivations of Swedish young adult travellers. : Case study: How to attract this target group to Turku?

Abstract

The aim of this study was to conduct a market research on Swedish young adults, aged 18-35, and living in the Stockholm region. This limitation was made based on the case company’s target areas. The purpose of the market research was to identify the key travel motivations of Swedish young adults. The study also aimed to find answers about the interests that may influence their travel behaviour. Furthermore, the study aimed to get insight about the mediums that this group is utilizing. With the answers to these research questions, the study intended to give the case company valuable insight about the young adult travellers that could be utilized when planning the upcoming marketing activities targeting this specific group. The empirical part of the study was conducted with a qualitative research method. Semi-structured interviews were done with tourism professionals with insight about the Swedish young adult travellers. A snowball sampling method was utilized for choosing the sample. The researcher first selected two persons from her own network to interview and afterwards additionally two more based on the recommendations of the previously interviewed experts. The results show that travelling is a lifestyle for the Swedish young adults and they are adventurous travellers that want to explore new destinations and cultures together with their friends. Their travel behaviour is highly influenced by their friends. They travel non-charter and do the bookings via online channels, increasingly often via mobile devices. Based on their travel behaviour they could be categorized as “the explorers” based on Cohen’s typologies and as “allocentrics” based on Plog’s typologies. Social media, google and metasearch sites are used for inspiration and information. This cohort wants to stay connected 24/7. Most used some channels are Instagram and Facebook and they are keen followers of bloggers and influencers. Based on the findings, the case company should target the older segment of the young adults, around 28-35 years. This, because they are keener on exploring new destinations and are less price sensitive compared to the younger crowd of the segment. Offer experiences that they can do together with their friends and highlight the food scenery, live like a local products and music festivals. The communication should be done via Instagram and Facebook, supported by close collaboration with suitable Swedish bloggers and influencers.