Segmenting the College Educated Generation Y Health and Wellness Traveler

Generation Y is considered to be the next largest cohort group to significantly impact the health and wellness travel industry. This study sought to create a profile of the Gen Y health and wellness traveler using push and pull motivations and perceived wellness. K-means clustering revealed five distinct traveler segments. Wellness was found to be a motivating factor as well as the other internal and external motivators used in this study. Men were found to travel more for escape and women for the nightlife. Opportunities to both seek and avoid contact with others were revealed. Suggestions for future marketing messages for the Gen Y wellness traveler are offered.     

Exploring the Antecedents and Consequences of Míng Pái Kòng (Brand-Name Fanaticism) Among China's Generation Y

ABSTRACT

The authors examine antecedents and consequences of míng pái kòng (MPK)–brand-name fanaticism, obsessive fandom, and purchases of global name brands―among a large number of Gen-Yers in China. This phenomenon is scrutinized because Confucian virtues discourage self-expressive, materialistic flaunting behaviors. A survey of 510 respondents finds that consumers’ need for uniqueness and peer influence affect brand consciousness, MPK, and willingness to pay a price premium for name-brand merchandise. Results indicate that relationships between brand consciousness and MPK are more evident in males and suggest that MPK may be marked by incongruity between projections of status and self. Managerial implications are discussed.     

What does the future hold for giving? An approach using the social representations of Generation Y

• Nowadays, not‐for‐profit organizations and charities face the ageing of donors and a growing debate over monetary donation collection methods. They need to find solutions to attract younger generations of donors. Could this be done using the same methods applied to older generations? This present research investigates social representations (SRs) of giving by younger generations to understand how not‐for‐profit organizations and charities should approach them. The study focuses on SRs of a French sample of 276 individuals from Generation Y born between 1979 and 1991. It uses the free association technique. The results show paradoxical representations of giving. Institutionalization of giving is salient as representation of it as a freely consenting act. The paradox relies also in the strong presence of a relationship with others that parallels the gift as an individualistic choice.
• Generation Y individuals appear to be sociable, yet they evoke more sharing and solidarity than charity. Institutionalized forms of giving, particularly via charities and not‐for‐profit organizations, are rejected. These individuals seem to express their individuality through practices that resemble sharing rather than giving. From a managerial point of view, these results shed light on the factors liable to cause members of this generation to give, such as (i) the use of social networks, (ii) appealing to pleasure, festivities and efficiency rather than to guilt and duty, and (iii) encouragement to “work within the not‐for‐profit organization”.

Copyright © 2012 John Wiley & Sons, Ltd.     

灰色消费理论假说

当资源被个人垄断,存在利用资源进行交换的可能性和现实性,又没有制约资源交换机制时,灰色消费的出现就不可避免。衡量中国人生活水平的指标既不是丰收入,也不应是恩格尔系数,而是灰色消费系数。灰色消费系数越大,该家庭越贫困。灰色消费系数变动规律呈Y型模式。灰色消费起到了一种国民收入再分配的作用,从消费而不是收入方面拉大了贫富差距,并集聚了社会动荡的风险。灰色消费存在着时间、空间和阶层差异。     

The need for services and technologies in physical fast fashion stores: Generation Y’s opinion

ABSTRACT

This study answers the question of in which services and technologies should fast fashion retailers with physical stores invest. Fifteen improvement options were identified through a literature review, corporate practice and expert interviews. Then, a sample of 255 members of Generation Y evaluated and classified these options as attractive, indifferent, must-be, one-dimensional, or reverse according to Kano’s approach using the segmented Kano perspective. Results show that Generation Y generally values service improvements (e.g. with respect to salesperson friendliness and competence) higher than technology improvements. However, this evaluation differs among customer segments: whereas quality-conscious fast fashion shoppers are mainly indifferent to technology improvements, other customer segments rate ‘3D Bodyscan’, ‘Barcode App’, ‘Click&Collect’, ‘iDressroom’, ‘iTerminal’, ‘Loc Aware App’, or ‘Self-Checkout’ as highly attractive.     

On the Effective Application of Theory Y Management Style in Protea Hotel——Africa's Largest & Leadign Hotel Group

Africa's largest and leading hotel group,Protea Hotels,now displays its special brand of hospitality in nine African countries.The partnership concept has worked well and has enabled Protea to help people grow through the organization.This essay will discuss the impact of Theory Y management style on Protea Hotels.     

计算机“千年虫”问题的探讨

通过对物流企业计算机“千年虫”的问题的研究,论述了企业如何发现计算机“千年虫”以及解决计算机“千年虫”的一些方法,可使企业减少因“千年虫”问题给企业带来的危害。     

Generation Y: opportunity or challenge – strategies to engage Generation Y in the UK attractions’ sector

This study examines the extent to which Generation Y (Gen Y) serves as an opportunity or challenge for visitor attractions in the UK and the corresponding strategies adopted to seek engagement with this generational segment. A multiple-case study design was adopted with face-to-face interviews undertaken with senior personnel at leading visitor attractions across the UK. The paper advances a number of marketing and experiential strategies before advocating that further research is required to explore the growing pains of Gen Y from ‘adolescence’ to ‘adulthood’ if the industry is going to be able to understand, meet and hopefully exceed their needs, wants and expectations in the challenging years to come.     

Building a model of commitment for Generation Y: An empirical study on e-travel retailers

The primary goal of this study was to develop a theory-based model of relationship commitment in an online travel context. Leaning on the foundations of marketing literature and the two theories of relationship commitment (organizational commitment theory, and investment model), this study develops a conceptual framework that explains how Generation Y develops commitment to a travel web vendor. Affective commitment and calculative commitment were found to vary in terms of their impact on word-of-mouth communications. The results showed that the affective commitment was most effective for developing and maintaining long-term relationships with Generation Y. In addition, the study suggested that investment size was positively related both to affective commitment and calculative commitment. Finally, satisfaction was found positively related to affective commitment and negatively related to calculative commitment. The theoretical and managerial implications were discussed as well.     

Identifying best practices,opportunities and barriers in meeting planning for Generation Y

The purpose of this study is to identify best practices, opportunities and barriers when planning virtual and hybrid meetings for a Generation Y audience (1979–2000). Using a modified Delphi technique, an expert panel of meeting professionals completed four rounds of the Delphi to determine group common consent. The panel of experts who participated had planned traditional, virtual and hybrid meetings for associations, corporations and/or government groups. Resulting recommendations for best practices for virtual meetings included offering shorter sessions to remote participants and providing easy to use technology; opportunities included gamification and interactive components; and barriers included perception of effectiveness and attendees preoccupation with technology. For hybrid meetings, best practices included adding social networking components, and providing positive feedback to participants; opportunities included incorporating interactive components and including challenging but solvable games; and barriers included perception of fun and keeping material challenging enough.