PART 1: Gen Y and Tourism; 1. Getting to know the Y Generation; 2. Mythbusting: Generation Y and Travel; 3. How Generation Y Behaves Differently in Travel Behaviors: A Comparison of Baby Boomers and Generation X; 4. Misunderstanding Generation Y: Risks for Tourism Managers; PART 2: Gen Y Tourist Behaviour; 5. Generation Y as wine tourists: Their expectations and experiences at the winery cellar door; 6. Generation Y: Perspectives of quality in youth adventure travel experiences in an Australian backpacker context; 7. Nature-based Tourism in North America: Is Generation Y the Major Cause of Increased Participation?; 8. Tourism and the N-Generation in a Dynamically Changing Society: A Case of South Korea; 9. Beach Safety and Millennium Youth: Travellers and Sentinels; 10. Personal Travel Safety: A New Generational Perspective; PART 3: Capitalising on Gen Y as Consumers and Producers; 11. Adjusting Attitudes Using Traditional Media: Magazines Can Still Move Millennials; 12. Understanding Generation Y's attitudes towards a career in the industry.; 13. Generation Y and Work in Tourism and Hospitality: Problem? What Problem?; 14. Generation Y's Future Tourism Demand: Some Opportunities and Challenges.

Gen Y, the Net Generation and the Millenials are all labels used by the media to describe the generation currently finishing their education and beginning to move into the adult world of work and leisure. They have captured the attention of the media and many claims have been made about their values, characteristics, and probable future behavior. But what will they be like as travelers, managers, entrepreneurs and policy makers of the future? This book looks at Generation Y in a tourism context; in broad conceptual terms such as trends and behavior, and in applied terms, for example looking at particular types of travel that Generation Y takes part in, and tourism marketing aimed specifically at them. This volume aims to define and examine the current and future generation of tourism workers and consumers, and will be an essential read for researchers and students in tourism studies and related industries.