The complex cohort: a netnographic review of generation Y backpackers

Abstract

This article uses exploratory netnographic analysis of 12 generation Y backpackers on an extended joint holiday in order to better understand and represent a rapidly emerging but underrepresented cohort. Insight is gained into a complex cohort with high expectations of leisure and tourism. Freedom and familiarity, challenge and indulgence, customisation and community, emerge as the themes which frame their often contradictory consumption. On the cusp of a sometimes unwelcome and not always achievable adulthood this is a generation in a unique position who accordingly have unique expectations of their leisure and tourism.

Keywords:

• Generation Y
• netnography
• backpacking
• generational cohorts