Young travelers: culture’s lovers and crowdfunding supporters

Abstract

Purpose

The purpose of this paper is to investigate the importance of culture as a motivator for young generations to travel and their willingness of using crowdfunding to sustain culture.

Design/methodology/approach

Using a mixed-methods sequential exploratory design and through a quantile regression analysis for count data, a sample of 1,721 Italian young people is examined.

Findings

The analysis reveals that culture is a significant factor for a trip’s motivation among young generations and crowdfunding represents a key alternative instrument for financing culture.

Originality/value

The research fills the gap in extant literature by clarifying the role of culture in the choice of a touristic destination by young generations. This is a significant achievement since understanding the motivations is crucial to attract tourists at a specific destination and it represents a relevant insight for policy makers.

Citation

Giachino, C., Battisti, E., Rovera, C. and Stylianou, I. (2024), "Young travelers: culture’s lovers and crowdfunding supporters", Management Research Review, Vol. 47 No. 10, pp. 1568-1585. https://doi.org/10.1108/MRR-04-2022-0239