Young people as a customer segment for travel agency services

This dissertation focuses on the factors affecting the planning of travel process of young people and how travel agencies can improve their services. It defines the importance of internet in term of travel planning. The study is based on the theoretical framework which is defining the definitions of tourist, tourism, travel agent, travel agency, online bookings, package holiday and many more. The researcher used the survey method for the research which includes the travel habits, personal information, booking methods and collecting the information of travel planning process from the selected respondents by questionnaire method.

Dissertation
(Young people as a customer segment for
travel agency services)

Abstract
The present study of the research has to focused on the factors that is affecting the
planning of travel process of young people. The aim of the study is to attract the travel agencies
to improve the services of travel companies. it is also defining the importance of internet in term
of travel planning. Internet generation able to attain the right product for the right consumer. The
current study is based on the theoretical framework which is defining the definitions of tourist,
tourism, travel agent, travel agency, online bookings, package holiday and many more. In the
current study, the researcher used the survey method for the research which includes the travel
habits, personal information, booking methods and collecting the information of travel planning
process from the selected respondents by questionnaire method. The questions of the survey is
based on the findings and discussion of the research.

Contents
Abstract...........................................................................................................................................2
Contents...........................................................................................................................................3
INTRODUCTION..........................................................................................................................5
2. RESEARCH PROBLEM..........................................................................................................6
2.1 Research problem.............................................................................................................6
2.2 Definition of tourism and tourist......................................................................................7
2.3 Definition of travel agent and travel agency....................................................................8
2.4 Definition of package holiday and online booking..........................................................9
3. TOUR OPERATOR...................................................................................................................11
3.1 Difference between tour operator and travel agent........................................................15
4. TRAVEL AGENCY...................................................................................................................16
4.1 Characteristics and work of a travel agency...................................................................16
4.2 Benefits and working of using travel agency services...................................................18
5. TRAVEL MOTIVATION...........................................................................................................20
5.1 Consumer motivation to travel and their motives..........................................................21
5.2 Maslow’s hierarchy of needs..........................................................................................23
6 Y GENERATION.....................................................................................................................25
6.1 Who is Y Generation?.....................................................................................................25
6.2 Characteristics................................................................................................................25
6.3 Travel habits of Y generation.........................................................................................27
7. SUMMARY AND STRUCTURE OF THE RESEARCH....................................................30
8. Research....................................................................................................................................31
Research Methodology.........................................................................................................32
9. DATA ANALYSIS AND FINDINGS......................................................................................36
Frequency distribution table.................................................................................................36
Data interpretation................................................................................................................40
10. Summary of the results..........................................................................................................55
10.1 Profile of Y generation traveller...................................................................................55
10.2 Main findings................................................................................................................56

11. Conclusion...............................................................................................................................58
REFERENCES.............................................................................................................................60
Online:..................................................................................................................................64
APPENDIX...................................................................................................................................65
Questionnaire........................................................................................................................65

INTRODUCTION
Internet is considered as the biggest boon for the current people as this assists them in
reaching out to every corner of the world and gaining the needed information. In the current time
all the businesses are using internet as their major business process which helps them to acquire
needed information and avail their services at their doorsteps. Travel agencies of the current age
uses internet as their support system and to take bookings so that their business may grow and
acquire success (Talwar and et. al., 2020). The travel agencies may consider internet as the
negative element as due to internet these agencies are loosing their traditional customers. On the
other hand, when the customer segment for the industry is young people then internet is regarded
as the positive element as in the current time every youngster is using internet in a prominent
manner.
The aim of the report is to find out different factors which are associated with decision
making of young people while travelling. This report is executed for the major purpose of
deciding the sector that should be targeted by the travel agencies. The expectations for the
current report is that this will develop understanding related to role of internet within current
time in terms of travel agencies. The current generation is internet generation which means that
the generation is using internet in very effective manner and at the same time using internet
different organisation may convey their messages to target audience and manage their business
objectives (Casadó and et. al., 2020). The young people of the current age are largely touched by
internet so with the help of targeting young people travel agencies can reach out to their people
in appropriate manner.

2. RESEARCH PROBLEM
The major goal within the current report is to examine the benefits gained by travel
agencies by selecting young people as their customer segment. This section within the report will
elaborate regarding the problem for which the overall research is taking place.
2.1 Research problem
The major problem within the current report is that travel agencies is that they are not
able to target their customer in the manner they need to be. As a result the travel agencies are not
able to compete with market rivalries and their competitors as well. In the current time internet is
one of the major channel of marketing which is used by the organisation in order to reach out to
their customers and to acquire success (Tahanisaz, 2020). There are different businesses those are
using internet in order to reach out to their target audience and to understand needs of their
customers. Using internet as a marketing and communication is safe then any other method as
this will enable the organisation to minimise their advertising fees and to get higher benefits.
In the current generation internet is the most powerful element which helps the people to
stay connected with the world at all the times. So that internet can be used by businesses in order
to satisfy business motive and to deal with needs of their business and customers. In the current
century internet is the most powerful tool that can be used by the businesses so that to convey
their message to their customers and to minimise their cost of operation. On the contrary, this is
not enough that to decide marketing channel but also organisations are needed to select their
target audience so that they can reach out to their customers in easy manner. As the market
competition is higher so that for every organisation their target audience should be a clear factor
which helps the business to attain their business objectives.
The internet is one of the effective distribution channel which is used by millions of
people. Using internet easy trade opportunities are seen by the businesses and customer
engagement is also increased (Dolnicar, 2020). The current report is related with tourism as the
focused industry and travel agencies as a sub-category. The tourism industry is fastest growing
industry which uses internet at utmost level which is the major reason that the industry is
considered as the number one within E-commerce industry. In the current time tourist book their
services using internet which is one of the fastest method to avail services.

The current report has used different secondary information from various authors which
helped in reaching out to final conclusion in appropriate and easy manner. There are different
factors which influences decision making of individual in terms of their buying decisions. These
factors include time, price, cost, market segment and many others (Xiao, Yaping and Yanqin,
2022). These are different for every individual and would assist the organisation to reaching out
to their customer in fast manner. In this manner for travel agencies their customer target is the
major thing which is needed to be focused by the organisation so that they can reach out to their
potential customers. Tourism is classified on the basis of international tourism that comprises of
inbound tourism & outbound tourism and involving domestic tourism. The basic form of tourism
involves adventure, cultural, beach, industrial, sustainable tourism and many more.
2.2 Definition of tourism and tourist
In the tourism industry travel agencies are integral part which becomes significant to have
understanding about what tourism is actually about. Tourism is act and process of spending the
time away from the home for in search of relaxation, pleasure and recreation. The international
tourism has become one of the most economic activities in the world. As per the United nations
world tourism organisation the tourism is defined as social, cultural and economic phenomena
that entails the people movement to countries and place from their outside usual environment for
personal & professional purposes (Devkota, Paudel, and Bhandari, 2020). Tourism encompasses
activities and industry which creates the tourist experience. The tourism is dynamic and
competitive industry which requires ability to adapt constantly to customer changing needs and
desires as customer satisfaction, safety & employment are the prime focus for the tourism
business. According to the “Tourism society of Britain” tourism is referred as temporary short
period of movement to destination outside the places where they usually work, live and activities
during the stay at destinations. For the economy the tourism is important which helps in boosting
revenue, creating thousands of jobs. It creates demand & growth for several more industries
which promotes different styles of travelling & travellers (Esmaeili, and et.al., 2020). From the
perspective of tourist, the tourism is important for them as it helps in enhancing quality of life,
provides educational value. The tourism can be classified as domestic tourism which comprises
of residents that visit within their own country and in such kind of travel no formalities is

required. Inbound tourism is about of non-residents which travel to country other choices
whereas outbound tourism comprises of residents of nation travelling out to foreign country.
The tourist is defined as the person who seeks different kind of experience when
destination and activities during stay are selected based on traveller needs & wants. The person
travels to place for the pleasure and exchange of culture (Jeon, and Yang, 2021). The tourist is
considering as product of tourism which refer to individual who take part in tourist activities. In
tourism tourists are important stakeholders. There are several factors in which average person is
associated with tourist such are lying on beach, staying in hotel, visiting place with different
climate and major tourist attraction etc. It is being prescribed by the United Nations that tourists
need to stay away from the home environment for at least one-night nut less than one year in
order to qualify as tourist. The types of tourists vary and can sit anywhere along with spectrum
between allocentric explorers and mass organised holiday maker (Page, 2019). The tourist travel
to distant part of the world to see great building, work of art, learn new language and experiences
new culture. The tourist has the wide range of budgets and tastes along with wide variety of
resorts & hotel is being develop as to cater them. The tourist is represented by the heterogeneous
group with different personalities, demographics and experiences. The tourist is classified on the
basis of Cohen’s types of tourist which involves drifter, explorer, individual mass tourist and
organised mass tourist. On the basis of plog’s type of tourist are allocentric tourist, psychometric
tourist and Mid-centric tourist. Further, on basis of tourism type the tourist involved are ethical
tourist, experiential tourist, adventure tourist and many more (Tucker, 2021).
2.3 Definition of travel agent and travel agency
Travel agents are business people who always see tourism industry as a chance to make
money and business. They make money by selling their services to customers. ‘Travel agency is
a middleman – a business or person selling the travel industry’s individual parts or combination
of the parts to the consumer’. When it is think about of travel agent an image form in mind of an
educated person with great knowledge and is expert in field of travel, the person who can
manage all package holiday for any individual with other possible arrangements like
accommodation, transportation, car rental and many more. Every professional agent will always
try to save clients time and money. Travel agent has full knowledge of tourist accommodation,
mode of travel, climate, product destination and so on. It works for product provider and in

return receives commission (Prentice, 2020). The prime role of the travel agent is to help make
people travel arrangements that may involve booking flights, hotel, sightseeing hours etc. The
travel agent assesses each customer’s unique needs, preference and budget in order to ensure that
trip goes smoothly. It is considered that planning trip is time-consuming and complicated process
for customers that can be simplified through travel agent as consultation service and entire travel
package is provided which caters to wide demographic serving both individual and corporations.
Travel agency is the office of travel agents or organisation where all travel related goods and
services are collected and coordinated for smooth conduct of business. Travel agency is the most
important organisation in private sector of tourism which plays an important role in process of
developing and promoting tourism in the country. A travel agent can be an individual or firm and
known as travel agency. Travel agency packages and processes all amenities, attractions and
supplementary services and present them to tourist (Fang, 2020). That’s why travel agency is
known as image builder of a country. The travel agency is about of making arrangements of
travel tickets, travel documents, entertainment, accommodation and other travel related services
from principle suppliers. The travel agency is basically divided on the basis of retail travel
agency and Wholesale agency. In the retail travel agency there is selling of tourist products
directly to the public on behalf of product supplier and in return gets commissions. There is some
package tour which is sold in two ways such as on commission basis and mark up the price. The
difference between retail price and wholesale cost is known as mark-up price. As per, Airlines
reporting corporation travel retail agency is referred as business which performs the following
functions like making reservations, arranging travel tickets & accommodation, travel insurance
etc. Whereas wholesale travel agency is specialised in organising package tour that are marketed
to customers through the network of retail travel agency (Chang, and Wang, 2019). The tourist
product components are purchase in bulk and design tour packages in whole sale agency. The
package holidays are assembling by whole sale travel agencies which is sell to clients through
retail travel agencies. The package tour involves air tickets, accommodation & other services etc.
2.4 Definition of package holiday and online booking
The package holiday refers to those that involves transport accommodation and services of
tour operator representatives for all in price. The tour operator directly sells the package holidays
to public and more often they sell through travel agent for which commission is paid for the sale.

The package holiday involves the components of transportation, accommodation, sightseeing
tours. Car rental etc. The package holiday is vacation in which two or more primary trip
expenses are purchase for the single fee (Rojas Bueno, Alarcón Urbistondo, and del Alcázar
Martínez, 2020). It is organised by tour operator and sold to consumer by travel agent. Some
travel agents are the employees of tour operator, others are independent. Holiday packages are
created by authentic, experienced travel businesses, ensuring that there is safely travelling and
without being misled. When choosing package trips, corporations frequently provide itineraries
from which travellers can choose, rather than forcing their decision on them. The package
holiday offers range of benefits to holidaymakers, involving legal & financial protection under
Package travel. The package holiday is considered as good idea as it helps in encouraging the
development of destination through increasing their attractiveness to global visitors. The package
holiday is important for encouraging the development of destinations through increasing their
attractiveness to global visitors. The package holiday is also known as tour packages which is
classified as independent tour, escorted tour, hosted tour, incentive tour and freedom tour. It is
also considered that there are several factors which impacts the holiday packages such as purpose
of tour, tourist budget, tour period, choice of destinations, types of tourist accommodation etc. It
is benefice to the travel companies, travellers’ destinations & other organisation which directly or
indirectly involved in tourism business that offers benefits of time saving, increase the
seasonality of destination cost price, better quality of products professional services.
The online booking is considered as personal tool which a person uses free of charge for the
same purpose along with taking with use of agency services (Tavakoli, and Mura, 2020). The
difference is that trip is organised and schedule by traveller. In the online booking reservation is
made for the several things such as room in hotel, flight ticket and other extra services which
tourist wishes to get during the holiday stay. It originates from the own website. The online
booking provides the facilities of 24 hours online reservation system and work all the time which
increases number of hotel bookings. It provides freedom to potential visitors for booking room
anytime they require that helps in maximising the sales. The travel operators are considering the
traditional users of online booking platforms which are used in property rental, holiday activity
and all sorts of classes & trainings (Vergori, and Arima, 2020). The online booking has the
feature of self-service portals which can be easily integrated into the website or even social
media page. The online booking provides the benefit if mobility as more of people prefers to

make purchase and booking through their mobile’s phones. As the platform is web-based, the
bookings can be taken from anywhere which also increase the chance to retaining customers &
encouraging them to not to postpone bookings. Through online booking platform payments are
greatly eased as payments goes directly into account without any lag time.
3. TOUR OPERATOR
As per the point of view of Bedradina and Nezdoyminov (2019) a tour operator refers to
a producer that integrates two or more than two tourism products and services then creates travel
packages as per the customer's needs and preferences. Tour operators are mainly accountable for
providing and performing the services specified in a certain package tour. They can indulge these
services themselves as some have their own coaches and cars, hotels, along with other travel
related services and can obtain these from other vendors. Hence, this is the reason, they are
known as manufacturers of tourism products. These operators are often known as wholesalers
(Bedradina and Nezdoyminov, 2019). It is partly true because a wholesaler purchases products
and services in bulk at their own responsibility to prepare a tour package and then retails it
directly to clients or through travel agent. Whatsoever, a tour operator who has own one or more
products of tourism makes a new tour product6ys such as “inclusive tours”. Tour operators
commonly provide a range of package tours to give supply to the customer's needs and interests.
From the viewpoint of Hamid, Isa and Kiumarsi (2021) a tour operator refers to an
individual who has the obligations of putting the tour ingredients together, commercialising it,
making reservations along with handling actual operations. Nowadays, tour operators have been
increasing all over the world which creates stiff competition as well. They attempt to attain a
high volume of turnover as well as maximum domestic and international market share by
efficaciously operating. Additionally, the success of various developed and developing countries
as tourist destinations are reliant on a tour operator's competencies to attract clients, evolution
and promotion of tourism plant, social responsibilities to create a remote and backward area or
diversification of tourism product.
The role of tour operators is to assist travellers to design, plan, book along with enjoy
their trips. Therefore, they help clients in their whole journey process that is from beginning to
end. Tour operators often integrates components from various organisations such as
accommodation providers, airline services and many more (Hamid, Isa and Kiumarsi, 2021). In

order to add extra in the packages, they are also focused on the activities, entertainment and
transfers which are sold to the public. It is also researched that there are different types of tour
operators which are mentioned below:
 Inbound tour operators: These are the companies which are locally based and focused
on attracting clients and visitors into a certain country or destination (Handoko, 2019).
They often partnering with other organisations such as transport and accommodation
providers with an intent to cater customers package deals. These kind of tour operators
aims to provide their destination to incoming visitors and help them with all the facilities
of their trip. These also need a knowledge of international markets and the requirements
and interests of diverse customers for the purpose of promoting their tours and
destinations effectively.
 Outbound tour operators: Outbound tour operators market to visitors in their own
nation and provide tourism services in overseas destinations (Hussein and Noor, 2022).
These operators focus on certain countries, regions or destinations of the world and also
partner with companies in the host country to give customer with comprehensive and
convenient packages. TUI is a great example which works by selling tours to
international trips.
 Domestic tour operators: These kind of tour operators put together packages for the
local clients those who are roaming within their native place. It aims to cater services
within their own nation, and give packages in famous travel destinations. Also, it aims to
indulge family-friendly activities along with diverse entertainment choices for those
people who desires to enjoy their weekend or winter or summer holidays within their own
place.
 Ground operators: They also work within their own place of operating or working.
They generally work on behalf of outbound or inbound tour operators and are the ones
that give the actual tourism products and services, supporting to organise and help
travellers. They are beneficial for tours in far-flung destinations where it can be tough to
plan travel guidebook without local expertise, knowledge and contacts.
 Receptive tour operators: These type of tour operators cater travel products. It can be in
the form of single components or packages. They indirectly sell to the public while
following a structure similar to a wholesaler. These are also taken as an expert in their

market and assist customers to identify the best accommodation services, providers and
activities in their selected destination (Mirzakasimovna, 2022). It makes money by
adding a rate of percentages to the end price that their client is selling the tourism product
for.
Features of tour operator:
 Genuinely enthusiastic: Tour operators are not permitted to have an off day. These
people are dealing with the individuals on a day to day basis who are having a great time
on tour and devising carefree memories with their family members and friends. Tour
operators requires to adopt the same mood each and every day to match the travellers'
enthusiasm (Richards and Font, 2019). These need to be approachable, friendly, funny
and social involved.
 Multi-tasker: The tour operator can be recognised as a leader of any tourism activity
that has been planned and they must be able to do all tasks and activities by themselves.
An effective leader is organised and is able to efficaciously exploit technology with an
intent to increase the tour efficiency.
 Culturally aware: Tour operators work with travellers in all their life. Therefore, they
want to be aware of the cultural norms of their potential market segments while having an
open mind when dealing with people of a range of cultural backgrounds. It assists tour
operators to be fluent in various different languages as this enhances the travellers
experience for overseas clients.
According to the perspective of Rzayev and Rzayeva (2019) a travel agent can be
understood as an individual who has complete knowledge of tourism activities, destinations,
climate, modes of travel, accommodation and many more. They get a certain amount of
commission against their tourism service provided. Basically, they are the owner or manager of a
travel agency, but other staff members are accountable for advising travellers and selling tour
packages or single components of travel products (Rzayev and Rzayeva, 2019). A travel agency
can be an individual or organisation which is generally known as travel agency. An agency
signifies an organisation or workplace of travel agent where all tourism products and services are
collected and coordinated for the fast performance of travel agency business. These agencies
possess a very essential role in the whole process of developing along with promoting tourism at
a destination or in the country. It processes and packages all the attractions, amenities, accesses

and ancillary services of a nation and exhibit them to travellers. This is the reason these agents
are also known as “image builder” of a destination.
Types of travel agency:
Travel agencies are divided into two forms- retail travel agency and wholesale travel
agency.
 Retail travel agency: These are the travel agency which sells tourist products to the
public in a direct manner on the behalf of the vendors and in return they receives
commission. Some tour package is sold in two manners that are mark up the price and on
a commission basis. When a travel agency caters a tourism packages on the marked-up
price it signifies that it marks up the price of the tour and then sells it increased prices. It
is a difference between wholesale price and retail price. In travel agency, the main source
of income is the commission gets from the suppliers. Whatsoever, the commission rate is
not similar from organisation to organisation along with travel component to the travel
component.
 Wholesale travel agency: These agencies are expert is organising tour packages which
are commercialised to the tourists or travellers through the network of a retail travel
agency. These agencies acquire tourist’s product components in the mass and designs
travel packages. Oftentimes, these agencies purchase travel components from the
supplier is mass and resell to other tourist business originations. It also gathers package
holidays and cater them to customers through retail travel agencies. These packages cover
accommodation, air tickets or it may be sightseeing, entertainment, sport activities and
many more. Such packages are called as “package tour”.
Features and importance of the travel agency:
From the perspective of Chand Dhiman and Chauhan (2019) a travel agency plays a
significant role in the travel sector business. Some most essential features and significance of the
travel agency business are mentioned underneath:
 Image builder
 Make sure rapid travel services
 A great bridge between principal suppliers and clients
 Establishes a healthy relationship with the vendors and clients (Chand Dhiman and
Chauhan, 2019)

3.1 Difference between tour operator and travel agent.
As there is a confusion between tour operators and travel agents, there is a need to
understand the main differences between a Travel Agent and Tour Operator in order to cater the
best tourism products and services to the young customers:
 A travel agent is an individual who has complete knowledge of tourism products such as
climate, models of travel, destinations and many more in the related service sector. These
individuals act on the behalf of the product principals or providers and in return they get a
commission. Tour operator is a firm, organisation or company that purchases individual
travel components, individually from their vendors and merge them into a package tour
which is merchandise with their own tag of cost to the public directly or it can be sold via
middlemen (Steyn, 2020).
 Tour operators are similar to wholesalers, whereas travel agents are a form of retailers.
 A tour operator covers bulk responsibilities and their fees or charges are quite high than
travel agent.
 A tour operator has the obligation to look after the better info of a trip or tour such as
accommodation, hotel, conveyance, meals and many more.
 Travel agents mainly sell tour packages they have purchased from different tour operators
(Walsh, 2019).
 Tour operators look into all the prospects of a tour, whereas travel agents sell packages to
their customers on the basis of where do their customers really desire to go.
 Tour operator are having specialised knowledge, but it is opposite in the case of travel
agent.
 A travel agent keeps their revenue, whereas a tour operator keeps their less revenue
against tour operator.
 A travel agent gets proper training programs in order to get engage in the career while
tour operator requires the business management practices.
 Travel agent responsibilities and duties are mainly based on the services that do not need
too much investment whereas tour operator is needed to invest in the business.
 A travel agent requires no licensing system whereas tour operator is needed to get a
license from the respective government department of travel and tourism.

 Travel operator provides different kind of travelling and tourism services whereas travel
agent aims to give services only on specified area (Wiharjokusumo, 2019).
4. TRAVEL AGENCY
4.1 Characteristics and work of a travel agency.
As per the opinion of Albayrak and et.al. (2020) a successful travel agent is the one who
has an incisive sense of visionary planning along with an excellent service provider. In the whole
world, the travel industry is one of the fast growing and demanding industries among all. It
involves stiff competition amongst the best travel services providers (Albayrak and et.al., 2020).
Hence, it is quite fundamental to sharpen the skills and to update the knowledge.
Key qualities of travel agent:
 Knowledge: In order to serve clients and travel interested people, it is essential to update
the knowledge in accordance with the current travel trends in the industry. In context with
young customers, they like to take expert advice from the travel agent in terms of
locations, charges, accommodation and much more (Bakhtiyorovna and Bakhtiyorovna,
2021). Thus, it is vital to be in touch with current trends and updates in the travel and
tourism industry.
 Enthusiasm: Always maintain a positive enthusiasm while dealing with the customers
and clients. An enthusiastic behaviour may wipe in optimistic energy as well as have an
influence on discussions along with businesses with the customers.
 Flexibility and scalability: Every travel agency and every form of business is separately
differentiated in terms of its demands, size and business operations. The business
software in the business requires to support those demands and operations and to do this,
it requires to be scalable and flexible software (Bararesh and Hashemi, 2021). For
example, young customers crave flexibility in the travel services and products. If they
like the products that the company offers such as travel bookings but seeks a variation of
that product they cannot identify on the website may be a trouble. There is a need to be
flexible in the travel services in order to meet the customer's travel needs and preferences.
 Stay humble: It is quite powerful when does something wrong and admits it. It is
important for a travel agent to be honest while catering different travel needs to the
customers.

 Professionalism: It is expected by the industry norms to maintain and keep a
professional attitude and behaviour while meeting with customers or travel clients. The
agent must always communicate and reciprocate in a gracious and clam way particularly
talking to female travellers. In addition to this, there is also a necessity to avoid
grammatically errors while writing an e-mail as it may deliver a negative influence in the
customer's mind.
Characteristics of travel agent:
As per the viewpoint of Ishak, Albattat and Lim (2022) the successful travel agents are
the visionaries with outstanding organisational skills along with people skills. Underneath are
some characteristics for a successful travel agent in the country:
 They are highly organised: Travel agents need to be good at planning. For them,
bookings, juggling calls and communication is a day to day balancing activity. The key
responsibilities of travel agent are arranging flights, securing accommodation, processing
payments, negotiating deals, advising clients, sending tickets and many more. Hence, a
successful travel agent must be competent to multi-task.
 They have great people skills: Successful travel agents have good communication skills
and the competency to influence and inspire people. A key role of job is to meet
antithetic, interesting people which necessitates versatility. Their role never becomes
humdrum. This also signify that one will require a measure of tolerance and the skill to
deal with delusive expectations of specific clients. In short, these are the persons who are
talented salesperson who can recognise their customers the best worth of their money.
 They are natural explorers: A travel agent job requires an innate sense of adventure.
They like to explore the world, both virtually and physically. With a corporate job, travel
opportunities are not affordable and limited as well, but travel agents understand when
the good deals become accessible and they can snatch full benefits of this knowledge.
Independent travel agents should try to explore the universe as much as they can.
 Resourcefulness: A successful travel agent has the ability to think on their feet, along
with adapt to new circumstances. Whether it is an unusual request, a forced schedule
change or a missed connection. They learn to navigate emergencies and stay calm as
well. Highly able to measure what resources are useful and what are at disposal. They are
known as a miracle worker.

4.2 Benefits and working of using travel agency services.
From the view point of Fang, Lu and Dong (2020) travel agencies have been identified as
an essential component of travel and tourism industry. It has become a central section of the
travel and tourism sector at international level. They address 70% of domestic and 90% of
international tourist traffic. The operations and working of each travel agent is based on the
scope of its organisational size together with activities (Fang, Lu and Dong, 2020). The key
working or function of a travel agency are discussed underneath:
 Travel information: No matter what is the size of a travel agency, it has to cater essential
travel information to clients, visitors or travellers. A travel agent must provide accurate,
up to date and timely information regarding tourist places, accommodation, mode of
travel, shopping, passport, customs clearance, site seeing, immigration, visa, health and
security rules and other permits needed to travel and certain areas.
 Itinerary preparation: It is utilised to identify the destinations, origin and all other
stopping points in a tourist's tour. It is an alignment of different elements along with
designed after a detailed investigation of a market. Travel agent ready an itinerary for
tour packages.
 Tour packaging and costing: Travel agent also prepare a tour package and then vend
them to travellers. The pricing and costing of tour packages reliant to a large extent on the
competencies of travel agents as to how they are able to negotiate with the principal
providers.
 Airline ticketing and reservation: A travel agency provides a variety of tourism
products. The tickets of airline and reservation are a major source of income. They also
perform such activities on the behalf of different airlines.
 Travel insurance: Various large scale travel agents do activities to provide their clients
(Ruiz and García, 2022) . Travel insurance is one of them which provides a protection
against the person together with losses of baggage resulting from a big size of travel
related problems and happenings.
 Reservation: It is an essential function of all types of travel agencies in which travel
agent create linkage with the transport sector accommodation sector and other
entertainment zones to reserve seats and rooms in the cultural programs together with
transportation.

From the viewpoint of Jen (2020) planning a vacation is a time consuming and complicated
process. Travel agencies can deliver several benefits to the young customers in their planning
and booking their travel (Sharma, Sharma and Chaudhary, 2020). They can take a professional
help which can deliver big impact on their overall journey. Using travel agency services can
simplify the travel planning process by booking, cruises, hotels, rental cars and flights along with
resort stays. They provide accommodation and vacation suggestions based on their expertise and
investigation together with work within a set monitory terms if desired. Travel agents are
invested in their customers’ satisfaction and happiness. The following are benefits of using a
travel agency:
 Travel is their expertise: One of the big advantages of travel agent is that one can book
their family travel due to the expertise of travel agents. It is also a trend that young
customers highly used travel agency services in order to get assistance for the travelling
and tourism. Travel agents are trained to adapt, understand and know to all different types
of travel (Sharma and Sharma,2022). They investigate market information depending on
their customers’ travel plans and depend essential details including recent news, travel
advisories required documents for the destination, weather conditions and much more.
 Destination knowledge: Travel agencies uncover new tourist places and are constantly
on the lockout for the best travel and trips suggestions. They are the best source to contact
when one can book differentiated places to stay in the France or beyond. Travel agents
not only do the travel around the world to provide as a resource for their customers but
they have a plenty of other travel associated resources to resolve all the queries correctly
and quickly. The advices and suggestions provide to different travel purposes whether it
be group, family or multi-generational leisure or business associated travel.
 Convenience: Travel agency provides the convenience of having every phase of the
tourism and dragged together in one comprehensive plan. This covers investigation and
recommendations destinations together with organising flights, airport transportation,
accommodations and other excursions.
 Relationships: The relationship the young customer will build with their travel agent and
other agents in the trip are other benefits of using a travel agency services. By getting to
know personally, a travel agent will respect individual vacation request along with hand
pick its details to cater all the requirements (Soegoto and Nugroho, 2021). The

relationships that travel agencies have with travel professionals and other properties will
get one into unbelievable experience and save from unknowns as well. Often times,
dietary requirements, room preferences and other certain request can be seamlessly
accommodated by the advantages of utilising a travel agent. Decreased stress: Another benefit of using travel agent services is that these individuals
always help in decreasing the stress. They tend to play a role of helping their customers
and clients in making their travel smooth and stress free as much as possible. It is very
rare that something on a trip does not go as planned, travel agents help in resolving
queries and issues of customers so that they can enjoy and relax all of their journey. Self-
directed internet searches cater awesome range of information to make a trip extra
special, but it is very much special that someone who understands how to connect all that
information and turn it an itinerary which is stress free and seamless (7 Amazing Benefits
of Using A Travel Agent, 2020).
5. TRAVEL MOTIVATION
The travel motivation is viewed as internal force which arouses and pushes individual for
choosing particular destination in intention of getting the required advantages and satisfaction. It
is important psychological influence of tourist behaviour. Tourist motivation is defined as "a
global integrating network of biological and cultural influences that provides value and direction
to travel decisions, behaviour, and experience." The global integrating networking of biological
and cultural forces that provides value & direction to travel choices behaviour and experience is
defined as travel motivation. The motivation is considered important for travel as it supports the
perception of an individual regarding the purpose of why it should travel to destination while it is
for several reasons such as relaxation, curiosity, experience etc. The study of travel motivation
topic is important as there are different causes for need to travel and determining what motivates
person to go on holiday ((Aldao and Mihalic, 2020)). The motivation theory will help on finding
why people travel & reasons for taking holiday. The travel motivation is considered an extensive
range of human needs & wants. In the motivation there are several issues which affect process.
For the tourism companies the topic of travel motivation is important which requires need to
understand consumers, dividing them into segments etc.

5.1 Consumer motivation to travel and their motives
In tourism, behind the movement of tourist there are several motives which can be leisure and
business. As it is known tourism is people centric which is one of the fastest growing industries.
As per view of Prayag, and Lee (2019), the motivation is combination of internal & external
forces which motivate to drive the tourism industry. The motivation can be classified as positive
motivation which seeks for the positive situations and pursue certain outcome to gain reward.
The negative motivation which needs to escape from occurred negative situations. The
motivation of tourist is affected by their own mind. Into escape, relaxation, social interaction,
educational opportunity, self-fulfilment and many more is divided into tourist motivation (Chi
and Phuong, 2021). The motives are psychological reasons why we travel, that reflect the needs
of individual. There are several motives for which people travel such as for health, the need for
change, to learn new skills & life lessons, for pleasure etc. The people travel around the world as
tourist will not able to learn all the things by their routines or from television & books which is
better for them to get experienced. The travel will offer them excitement. In addition, additional
factors inspire tourists to travel. For example, television can entice individuals to visit new places
and learn about diverse cultures. Because of their curiosity, tourists seek to experience different
cultures and meet new people all across the world. It is the fundamental reason for all visitors.
The use of credit cards become convenient for the tourists which motivates them to travel around
without carrying cash and through credit cards they can pay for the accommodation & recreation.
In addition, the well-educated increase and stimulate people to go on vacations, as education
excite the curiosity of people and enriches knowledge as well (Chi and Phuong, 2021). From the
view point of push and pull factors the need to go travelling for can be considered which
motivates people to seek & go on vacation. In the tourism industry, there are some successful
destinations as they understand the tourist motivation and know how to attract tourist visiting
their places. The visitor characteristics are classified on basis of psychographic and allocentric in
which psychometrics Tourists visit to relax, so they like to undertake general activities in familiar
locations. The journey has been planned. Furthermore, they do not wish to be in a strange place
or mood. Allocentric, on the other hand, are outgoing, self-assured, and eager to meet new
people. They are also interested in fresh experiences, so they choose to travel to less developed
areas. The itinerary is intended to be planned by them rather than by travel agents (Huang, 2022).
As a result, it will be more adaptable and unconstrained. People also go overseas for religious

reasons, such as pilgrimages, visits to historical sites, religious bases, or religious activities. The
most essential reason for these visitors to travel is to visit the bases. Jews, for example, travel to
Israel.
Furthermore, visiting historical sites and watching religious musicals and dramas help to
spread a certain faith which motivates the consumer to travel. These activities may lead to
tourists becoming more religious. Travel is associated with places, and the motivations can
include a desire to learn about different cultures, explosions, local people, and politics. People
travel for a variety of reasons, and some even prefer to select a vacation type. It is about
motivation, which is an important aspect of customer behaviour in the tourist sector because
motivation is strongly linked to psychological desires and wants. It is quite beneficial to use
incentives and behaviour to categorise tourists. Tourists will choose a destination based on the
friendliness of the locals or the calm surroundings. The location is always desired to visit; some
people recommend it highly; the weather is always pleasant and the scenery is appealing. The
motivation is also about different for everyone consumer behaviour in travel (Io and Peralta,
2022). There were four different types of motivators for basic travel. Status and prestige, as well
as physical, interpersonal, and cultural motivators, were among them. To begin with, status and
prestige motivators are concerned with the need for renown. Furthermore, some believe that
travelling will get them admiration and recognition from their peers and friends. Second,
physical motivators are concerned with one's health. Tourists may attend sporting events and
engage in recreational activities, and these activities serve as motivators to maintain one's health.
Remedial health motivators include receiving treatment, medical attention, and attending a
weight loss camp. People also wish to make new acquaintances, leave or visit friends and
relatives, which are all examples of interpersonal motivators. Finally, cultural motivators define
travellers who have a strong desire to learn about different cultures and lifestyles ((Kamilia,
Hanafiah and Zahari, 2022)).
5.2 Maslow’s hierarchy of needs
According to Bhadra (2020), motivation is long procedure of customer behaviour which starts
with need followed by action to satisfy the need and in end it comes as fulfilment of need. There
are several motivational theories in which Maslow’s hierarchy of needs is consider as famous
theory of motivation which illustrate human needs as stimulators. It is theory of human

motivation which is designed in n1943 by Abraham Maslow. The individual needs an inspiration
in order to gain highest level once the lower-level needs are fulfilled. The development of needs
& inspiration towards personal growth is explained with help of theory that is applied to tourism
and leisure (Lin and Zhang, 2021). With the help of motivation theory, the need for travel can be
explained based on consumer desire. Therefore, several tourism companies use theories in order
to plan tourism activities. This theory is important in different industries which helps in
understanding the people behaviours. The Maslow has specific needs which is motivated by the
desire to satisfy the needs which is arranged in hierarchical order. Travel motivation represents
one's needs and desires and can be seen as a crucial variable in purchasing decisions (Su,
Johnson and O’Mahony, 2020). Maslow's hierarchy theory helps in understanding the various
needs that motivate travellers while also improving service providers' knowledge of what kinds
of experiences travellers seek, particularly for certain groups of people. Because consumer goods
frequently serve to satisfy each of the need levels, Maslow's hierarchy is seen as a useful tool for
understanding consumer motivations, devising marketing strategies, appropriate advertising
appeals, and as the basis for market segmentation and product placement. Theory helps in
describing stages of people’s growth and divided into five parts of human needs involving
physiological, safety, love, self-esteem & self-actualization needs.
 Physiological needs- This need involves the basic survival needs such as need of air,
food and shelter in which people become concerned with high order needs before
satisfying these needs. It comprises the basic needs which can be applied to tourism
industry. The tourist while undertaking travel ensures the availability of appropriate
accommodation, restaurants offering good quality of food. In this tourist wants the
assurance that the place provides the suitable hotel rooms and high-quality restaurants for
having place to rest, eat and drink ((Suhud and Allan, 2019).
 Safety needs- It is next level which is concerned regarding the people needs that needs to
be secure and safe in their environment. This offers the necessity for protecting
psychological & physical inquiry. This need helps in protecting individual from physical
& emotional harm which involves example of job security, stability of income etc. In
context to tourism industry, destinations attract tourists if sufficient security is offered
along with hassle-free vacation experience. Therefore, in case of tourist destination the
safety & security is ensured by offering assistance & safeguards exile of travellers in

emergency case. The tourist’s information regarding the place safety helps in encouraging
in visiting to that place.
 Belonging needs- The third need is related to the desire of formulating and building
relationship with people in order to create sense of belongingness. It involves obtaining
and giving affection and friendship. This need is essential for tourists which make them
familiar with communities and ultimately immerse in travel experience. The use of good
promotion helps in motivating people to visit such as small places or tourist destinations
(Tütünkov-Hrisztov, Müller and Molnár, 2020).
 Esteem needs- This need is being classified in the desire to have achievement, adequacy
and flexibility and in other it can be called as desire for reputation of prestige, position,
dignity etc. In the theory of Maslow, it is considered as fourth need after fulfilment of
affiliation & belonging need. This need involves the self-respect, recognition & attention.
In the tourism industry this phenomenon as very much evident as large part of tourists,
community travel to boost and gain higher social status.
 Self-actualization needs- In the pyramid of the Maslow it is final need that involves
growth and self-fulfilment. In framework to tourism, travellers are seen to be travelling
for improving of specific skill or even undertaking activities which results in increase of
stamina, improves risk-taking abilities etc. To the tourists, tourism provide the chance of
improving their own skills and interest to professional level. With this tourism marketer
improve the tourist package which involves advance lectures & training by the experts.
The tourism marketer also considers the special hosting activities that also have an
altruistic purpose (Yang, and Michelle, 2022).

6 Y GENERATION
The most important area which is required to understand in thesis is Y generations as it
describe the age group which the primary focus of the study (Zhou, Zhai and Pantelous, 2020).
For proceeding with the further research, there is a requirement to identify the main values,
characteristics, needs as well as travelling habits of the generations.
6.1 Who is Y Generation?
Y generation is a word that originally came from the United Sates of America as well as it
is considered as the largest age group that involve more than 70 millions people only within the
USA. It can be defined as a good reason for the tourism industry to concentrate in their business
on current segment. Y generation is also called as echo boomers as many of them were raised by
the generations of baby boomers. In today's time this generation is also called as internet
generation and Millennials (Jiang and Hong, 2021). Determining about the age of Y generation
is changes through different information sources. But it mainly starts with the people born after
1980's to around 2000's. As per the Oxford dictionary, Y generation is define as the generation
that born in 1980s and 1990s, comprising mainly the children of baby boomers as well as they
are highly familiar with the electronic and digital technology. The people who are born after
1995- 1999s are considered as the Z generations that differs on the basis of one information
source to another. And at this points Y generations is ended.
6.2 Characteristics
The people who are in their 20s entering their workforce are considered as the Y
generation as well as they are concerned as the new customers within the tourism industry. These
people are there in their young adulthood stage as well as concentrating more on their family,
friends, digital environment, enjoying life as well as having fun.
This generation is mainly characterised as the smartest, educated and well informed. It is
mostly because they were born in the digital age. At these days, getting information that they
need is more easier and specifically for the Y generation people (Singh and Jaykumar, 2019).
These people are considered as the most technology savvy group who are grew up with the
technologies. They was also capable in order to observe their development as well as they might
be the reason for them to being identically flexible, varying in its fashion as well as not so brand

loyal. This generation are more familiar will the various new technology like cell phone, laptops
as well as many other gadgets as well as know the right way for using it as well as finding it.
In respect of marketing, it has been analysed that the word of mouth is the most efficient
tool for the generation as the opinions for the family as well as other members towards the
internet generations that are very important. It is crucial for the firms to be get founded on the
internet as there will no chance that the millennials may know that their organisation may even
exists. It is important for the companies to use latest technologies for promoting their products
and service as it helps them to get success in the competitive market. It has been analysed that
social media, e-commerce and mobile advertising are the most liked advertising method for
young people. As per the research, conducted in America that involved around 7000 individuals
of echo booms states that 97% owns their personal computer as well as 94% own a cell phone
(Hwang and Lee, 2019). Y generation people are connected with the use of technology as uses
laptops at their homes and take mobile phones when they are going out. Companies are required
to take advantage of it as well as create effective advertising that can be posted online.
Company;s Facebook wall or sending alert e-mail to the customers are some examples that help
companies to make their advertising more effective. While making purchasing decision, this
generation is very precise as they are more caring towards saving, meaning as well as not about
the labels. Some of people of this generations are still dependent on their parents as well as some
have very low income so, they are more careful while spending money. These people are mostly
focus on fun, freedom and resting and because of this, they spend more money on travelling and
entertainment purpose.
Y generations people are also characterised as smart, optimistic, confident, ambitious,
creative as well as achievement oriented. These people are fast movers which means that have
high expectations for their future as well as they not being afraid of challenges for meaningful
work for future and gaining personal growth. Y generations members are very inconstant because
they speedily changes their jobs for building their future career or simply they do what they like.
These people are also active in order to perform hard work in comparison to other generations
people (Wen, Huang and Goh, 2020). This generations people knows their own value as well as
they also knows that they can identify better opportunity or alternatives. If the company want to
work with these people, they must consider about that they more value their stability, flexibility
as well as team-oriented environment.

Echo boomer people have close relationship with their families as well as they give more
priority to their family over their friends and work. These people get more protection from their
families as well as live with their parents longer in comparison to previous generation people due
to monetary issues. Their parents considered them very special because they are mainly raised in
those families with very low number of children.
For this generation people, friendship is most important as well as their opinions for their
friends are highly valued. Here, meaning of friendship is different from the other generations
people because they interact mainly with the help of internet as well as sometimes a friends can
be unknown person. This is the reason which states why people say that the world is a
playground for the people of Y generation (Alves, Sousa and Machado, 2020). On the other
hand, this generation people like and appreciate spending more time with their friends, they are
more opened and team-oriented to people as well as they can make new friends more easily.
This is because the Y generations people were the children who used to participated in the
different sports that were played in competition, team, many other activities and this shows the
reason that they are more committed as well as want to be involved. This generations people like
to play sorts at their free time. For example, playing cricket instead of playing games in
computer at their home.
This generation people are considered as one of the most ethnically as well as racially
different from any other generation people. For this generation people, getting respect as well as
be understood by the other people are very important as they like to treat other people in same
manner (Pant, 2022). Y generation people are considered as the green generation because it has
been analysed from past conducted research that they more concerned as well as worried about
the world' populations. The mostly worried issues are air pollution, economic crisis, global
warming as well as water pollution.
6.3 Travel habits of Y generation
It is known as one of the most complicated study that is the reason to choose the previous
research behind to concentrated to the chapter. In term of previous research, it is made by World
Youth Student and Educational Travel Confederation (WYSETC) (Rusli, and Nurdin, 2022). The
WYSE is known as the biggest organisation in analysing and studying the youth and students
travelling habits which was formed in 2006 in worldwide. The aim of WYSE Travel

Confederation is to understanding the motivations, needs and wants and characteristics of young
travellers market which is based on the research which is including the young respondents of all
over the nation.
The key findings of WYSE confederation is defined that the young generation is more
interested towards the travelling and there is more travels frequency. On the other hand it is at
same time where they are spending more money on international travel (Mkono, Hughes, and
Echentille, 2020). It is analysed that the amount of trips has been increased by the Y generation
during the last years where the global amount of travellers analysed around 196 millions. The
total amount of money that is spending during the time of travelling is calculated 109€ billion
every year. There are many people who has average and low income but they are also interested
and desired to go on a holiday to enjoy and spend their time and money on travelling.
As per younger generation, they are want to explore new destinations or they want to
travel the places which they experienced before. There are 26% of respondents which are agreed
with the category to visit the place of customers they have been experienced before. There are
70% of 16-29 years old respondents has been survey that they are interested in mixing holidays
such as learning about new languages, culture, working, volunteering, studying, doing a practical
training or gaining work experience (Halegoua, and Moon, 2021). Therefore, sea and beaches are
not enough for them because they are wish to explore the local culture and know about the local
people. It has been seen that there are some social motivators which found the younger
generation that they are comfortable in interacting with the people. It has been analysed from the
above information that the types of accommodation having the two strong advantages that Y
generation can value it most such as opportunities to meet new people and affordable price.
It can be said that the generation of younger youth has loyalty to stay connected towards
the use of internet which is help them in pre-booking planning. It has been analysed that the
source of internet is the most powerful tool that helps to provide the information about the
holiday planning but the friends and family still considers as the most important source as they
working word of mouth. The term of internet is helps to find and evaluate the better prices,
destination, description and as well as attractions. It has been seen that the younger generation
are increasing the number of internet sources from between four (2007) to around nine (2013). it
is analysed from the research result that the reason behind making the plans for time for travel is
free time and special offers which is chosen by the half of respondents. It is shows that the Y

generation members are more flexible tan other. They can also influenced by the marketing
sources easily (Asitha, and Khoo, 2020). The sources of internet also helps to makes the
communication with the friends and family during the time of holiday.
The generation of Younger youth has been defined as the brave because they are able to
know everything and gaining the new knowledge and experience towards the travelling. They are
preparing their holiday plans in advance because they are interested to make their holidays more
interested and special. It has been analysed that travelling is the way of living for these people
which can easily reduced the risk by the good planning (Fu, and et.al., 2022). The Y generation
has no fear to taking risks and any crisis such as global financial crisis, information age general,
and terrorism so, they can willing to obtain to faced the all the problems, difficulties of world
since the childhood.
There are more than 80% of young travellers which is think that travelling is changing
their way of lifestyle and thinking. The study of research is found that it is difficult to stop the Y
generation once they start travelling. The WYSE travel is confederation is analysed that London
and New York are the most famous and visited cities by the generation of younger youth
(Dütschke, and et.al., 2022). It has been analysed that they are able to travel alone and around of
39% are usually want to travel with their family, schoolmates and friends.

7. SUMMARY AND STRUCTURE OF THE RESEARCH
On the basis of above information and analysis, it can be understood that there are various topics
which are used in order to have better understanding related to the chosen topic. The ultimate
target is to introduce the various theories which will outline the main features and travel habits of
the younger generations. As per the research the main target of the study is to outline the diverse
factors which are linked with the process of decision making of the young people while
travelling. Along with it, the study has helped in presenting the major determination of deciding
the sector that should be targeted mainly by the travel agencies. Due to which the main focus of
the current study was to demonstrate the level of understanding which are related to role of
internet in current time in context of travel agencies. Likewise, the current generation is said to
be the internet generation which can be explained as the generation which is using internet in
very effective manner. It can also be said that at the same time by making use of internet
different organisation will be able to convey their messages with their target audience and
manage their business objectives. That is why the young people of the current age are mainly
affected and touched by internet so with the help of targeting young people travel agencies can
reach out to their people in appropriate manner. In relation to the present study, the main element
of the survey will be linked with projecting the ways which will be used in order to understand
the ways how people book their holidays. Like there reasons for the purpose of choosing the
process of internet booking or travel agency services. In that process the questionnaire will be
considered as the main part in the process of managing the holiday package. That is why the
main purpose is to find out the various travel habits, preferences, needs and wants with the aim
of taking support of traditional travel agencies. In order to attract youngsters to make use of
travel agency services as the goal of the research is linked with assisting the travel agents to
produce a product that will interest the target groups. Likewise, a travel agent can also be
explained as an individual who has proper knowledge of tourism activities, various destinations,
climate, modes of travel, accommodation and many others. As they get a certain amount of
commission in return of services provided by them to the customers. It can also be said that they
are considered to be the owner or manager of a travel agency. Also, in that process staff members
are also hold accountable for advising various travellers and selling their tour packages or single

components of travel products. Nowadays the preference of the customers has changed and they
prefer to book online instead old ways. The research has helped in bringing the main findings
with the help of using theoretical study. Along with it, it can be said that the major problem with
the travel agencies is that the company is not able to target its desired customer in the manner
they need to be. Along with it, the travel agencies are not able to compete with other competitors
of the market. Also, as per the present time internet is said to be the main platform and channel
related to marketing which has the power to affect the organisation with the aim of reaching out
to the customers and to acquire success. Almost all the businesses are using internet to reach out
to their target audience and to understand the needs of the customers. By making use of internet
as a marketing and communication is considered to be the effective and safe way. It will enable
the organisation to minimise their advertising fees and to get higher benefits in the operations.
On the basis of above information, it can also be said that the package holiday comprises of
various components which are related to transportation, accommodation, sightseeing tours, Car
rental and many others. Along with it, the package holiday is known to be used in the vacation in
which the money of the clients can be saved as two or more primary trip expenses can be saved
in the single fee. It is known to be organised by the tour operator. It can be sold to the consumers
by travel agent and some travel agents are the main employees of tour operator. While others are
independent and also the holiday packages are created by proper, authentic, experienced travel
businesses, which ensures that there will be safety during travelling and without being misled.
Furthermore, when choosing the package trips, the company will provide various benefits to the
customers and travellers. So that they will be able to choose the best options for them rather than
forcing their decision on them. In that process the package holiday offers range of benefits to
holidaymakers, involving legal & financial protection under Package travel. The package holiday
is known to be considered as the good idea because it helps in encouraging the development of
destination through increasing their attractiveness to global visitors for b audience. The package
holiday is said to be vital for encouraging the level of development of destinations through
increasing their attractiveness to global visitors. The package holiday is also known as tour
packages which is classified as independent tour, escorted tour, hosted tour, incentive tour and
freedom tour.

8. Research
The research is referred as creation of new knowledge or the use of existing knowledge in
new and creative way for generating the new concepts, methodologies and understanding. By
using scientific methods research is careful consideration of study in relation to particular
concern or problem. As per American sociologist “research is considered as systematic inquiry to
describe, explain, predict and control the observed phenomenon.” In this researcher must be
objective in discovering the new facts which helps in dealing with research & tries to find
solutions for resolving the main problem (McCall, 2018). The research is conducted for the
purpose of determining potential & new customers, to develop productive market strategies and
addressing business challenges. In the research there is in-depth analysis of all data collected as
there are no differences associated with it. The research is analytical & uses all available data for
having no ambiguity in inference. The research chapter will help in explaining the research
methods by presenting the most suitable method which is chosen for the current study on
understanding of young people as a customer segment. It covers the research methodology.
Research Methodology
It defines the way of explaining how researcher intends to carry out this research which is
systematic plan to resolve the research problem. Research methodology is technique and specific
process that helps in determining, processing and analysing information regarding the subject.
This allows the readers to make evaluation regarding the research study of validity and reliability
which is related to the topic of Young people as customer segment in travel agency service. This
is considered as principal which provides guidance to the research. For the study it becomes the
general approach in conduct of research and research method are determine which investigator
will use in its current topic (Jansson-Boyd, 2018). The different methods are used for collecting
data regarding the current research. In this, the framework of research onion is considered that
helps researcher to develop the research strategy.
Research philosophy- It is foundation of study which describes the set of beliefs on
which research is built upon. The researcher will embark the numerous assumptions regarding
the reality of nature which is been researched. The investigator consider mainly two types of
philosophies named as positivism and interpretivism. Positivism include the predictions which is
based on previous observed realities along with interrelationship in context to young people as

customer segment for travel agency services. Whereas in interpretivism researcher performs the
role in observing social world that is based on principle (Gass, Loewen, and Plonsky, 2021). The
positivism philosophy is being is consider by researcher in current study of travel agency
considering young people as customer segment. It is based on Quantitative methods which
supports in acquiring of more accurate information on topic along with helps in showing the
current trend and pattern in research.
Research approach- It is defined as plan and process which comprises stages of broad
assumptions to detail methods of data collection, analysis and interpretation. The research
approach is based on the nature of research problem which is being addressed. It helps in
providing the scientifically sound findings & keep researcher on track, to make process smooth,
effective. The two main approaches of research are said to be inductive and deductive approach.
In the deductive approach the main aim is to test theory whereas inductive approach aims in
finding new theory from the data. In the research of having understanding of young people in
customer segment the research take use of deductive approach as this helps in providing more of
understanding of topic and reliable outcome can be drawn of research.
Research strategy- It refers as the plans of action in sequence as to provide direction to
researcher thought process. This enables researcher to conduct the research systematically and on
schedule. It also helps researcher in choosing the right methodology as to collect and analysis of
data regarding the research topic which is related to the young people in travel agency. The
qualitative results and reporting are produced (Rains, Levine, and Weber, 2018). In the research
methodology there are several research strategies such as case study, survey, systematic literature
review and many more. In case study strategy researcher has focus on study of single subject in
which in-depth understanding is gain of issues to generalise the findings. The survey helps in
collecting the reliable data which tends to be used in quantitative research projects along with
involve sampling representative proportion pf population. The systematic literature review select
& critically appraises research to answer a clearly formulating question. The researcher has
selected survey strategy which assist in collecting data & information from the large population
in this way investigator will able to draw valid conclusion for research. It is considered as time
and cost effective in conducting whole research for the wide range of information.
Research choice- It is about of determining the success and overall quality of research
study by describing the method through which particular type of information is collected,

analysed and evaluated. In the research methodology it involves the selection of quantitative,
qualitative and mixed methods. The quantitative research is which take use of numeric and
statistical data that measure variables and verifies existing theories or hypotheses. In the
qualitative research it takes use of data which cannot be quantified numerically that have focus
on words, concepts etc. The mixed methods take the application of both qualitative and
quantitative data in order to create a precise set of data (Wennberg, and Anderson, 2020). For the
following current research, quantitative research is been considered which helps in collecting
numerical information for research and from large sample size within minimum time & cost. It
will help in generating more reliable and factual outcome which is generalize to certain largest
populations.
Time horizon- It helps in describing the time which is required to complete the project
work so that aims & objectives can be attain. The cross sectional and longitudinal are the two
types of time horizon which are involved in research methodology. The cross-sectional time
horizon is used when the research is related with the study of particular phenomenon at particular
time. It is one already established where by data needs to be collected. The longitudinal is the
time horizon for the collection of data repeatedly over an extended period, and use for examining
the important factor of research that change over time. To achieve the aim of factors affecting
travel planning process of young people the researcher has selected cross-sectional time horizon
as to conduct research in minimum time (Taguchi, 2018). In relation to research topic up-to-date
information can be collected as to make reliable & valuable research.
Data collection and analysis- The process of this research significantly contributes in
the overall study to have reliability and validity. In the research data collection has important role
which allows researcher to collect data from the different sources as to accomplish the aims &
objectives of research in suitable manner. There are two types of data collection methods which
involves primary and secondary. Primary method involves the collection of data directly which
comprises of first-hand information and offers accurate information. Whereas secondary data
defines to data collection from the past which is used that data is being already collected by
someone else. It involves the sources of internal & external consisting of journals, reports,
financial statements, sales report. In the current conducted research, the researcher selected both
the data collection methods for collecting the information related to the research topic.

Data analysis is defined as the technique which helps in evaluating the information
collected that is related to research topic. There are several types of data analysis within research
methodology such as frequency distribution, thematic and more. In the current study, researchers
choose frequency distribution data analysis approaches to measure, assess data and information
relevant to the research issue. This data analysis technique aids in the presentation of the entire
research in a well-structured manner that the reader can readily grasp.
Sampling- It is defined as a statistical technique that allows researchers to obtain
adequate valid results for their research. The purpose of the sampling is to draw the conclusions
by using the statistics and to reduce the sampling error which is also part of research design. It
involves the sample which defines to the collection of people, from large populations that is
taken for measurement (Smith, and Zajda, 2018). It involves two types of sampling probability
and non-probability sampling. Probability sampling is strategy for deriving sample selected from
the population on basis of probability theory. It is applied in quantitative research. Non-
probability sampling is based on basis of non-random criteria which involves the use of
preliminary research where the hypotheses which is derived primary objective. The following
researcher chooses probability sampling because it allows them to select responders at random
from a wide population. It assists researchers in achieving research objectives through the use of
a viable sample size, which has been chosen for the following research. In the following
research, the researcher selects 150 respondents through random sampling for collecting accurate
& up-to-date information for research.
Questionnaire design- The questionnaire is design which is called “Travel planning
habits of young people.” in which the survey has brief introduction that explains the aims of
research in case of people having problems with filling in the survey or having any questions to
ask. The question has the multiple-choice answers and some of questions which have other
option in case of there is no right option to choose. In the survey the target group was Y
generation as people affects the use of internet and age of respondents in part of analysis.
However, 150 responses are involved in the analysis (Sheard, 2018).
Ethical consideration- It is the expression used to describe a set of principles that
provide guidelines for research designs and procedures. It is critical for the researcher to follow
ethical principles when doing the research. The current research follows the ethical principles of
obtaining informed consent from potential respondents, avoiding deceptive practises, minimising

the risk of harm to participants, protecting their confidentiality and anonymity, and providing
participants with the right to withdraw from the study.

9. DATA ANALYSIS AND FINDINGS
Frequency distribution table
Q1) Kindly provide the age segment of the selected respondents? Frequency
a) Below 18
b) Between 18 to 26 100
c) Between 26 to 34 30
d) Above 34 20
Q2) What is the gender of the chosen respondents? Frequency
a) Male 50
b) Female 100
Q3) Define the distribution of income among different respondents? Frequency
a) Lower-level 20
b) Average level 40
c) High level 90
Q4) How frequently you travel to abroad in a year? Frequency
a) One to two times 50
b) Three to five times 70
c) More than five times 30
Q5) For how many days you stay at the place at the time of travelling to
abroad?
Frequency
a) One to four days 40
b) A week 60
c) More than a week 10
d) Three weeks 20

e) One month 15
f) More than one month 5
Q6) Who you prefer as a companion at the time of travelling from one country
to another?
Frequency
a) Life partner 30
b) Friends 50
c) Travelling alone 20
d) Family members 40
e) Office colleagues 10
Q7) In how many days or time you plan your holiday in a particular year for
relaxing and travelling to other countries?
Frequency
a) In advance a week 10
b) Before 2 or 3 week 35
c) 3 week in advance 15
d) In 1 or 2 months 30
e) 3 to 4 months in advance 20
f) Before 6 months 40
Q8) As per your perspective, what is the method used by travellers for
booking the tickets for the trip to abroad?
Frequency
a) Through travelling agency 40
b) Online website 90
c) Offline booking 20
Q9) As per your opinion, what are the basic preparations that are necessary at
the time of travelling from one place to another?
Frequency
a) Weather or climate 60

b) Food and culture in abroad 25
c) Cost of travelling 30
d) Emergency contact numbers 20
e) Waiting time at the airport among two different flights 10
f) Style of clothing 5
Q10) As per your knowledge, in which season travellers are more interested in
travelling at a particular place?
Frequency
a) Summer season 20
b) Winter season 60
c) Spring season 30
d) Autumn season 40
Q11) According to your perspective, what type of travel destination is more
preferred for travelling purpose?
Frequency
a) New place 60
b) Same visited place 30
c) Near by countries 40
d) More green place 20
Q12) As per your knowledge, determine the type of suitable accommodation
type for travellers at the time of staying at the travel place?
Frequency
a) Hotel 80
b) Camp fire 5
c) Hostel 30
d) Rented flats 15
e) Motel 20
Q13) What are your main reason for travelling from one country to another Frequency

country?
a) For exploring new culture 70
b) Visiting friends and family 40
c) Office trip 30
d) Attending an sport event 10
Q14) As per your thinking, what are the different elements that impacts the
process travel planning?
Frequency
a) Food quality 15
b) Different culture and opinion of people 25
c) Living cost 30
d) Safety and security of the place 20
e) Transportation or flight cost 50
f) Selecting the right place 10

Data interpretation
Table 1: Age segment of the selected respondents
Q1) Kindly provide the age segment of the selected respondents? Frequency
a) Below 18
b) Between 18 to 26 100
c) Between 26 to 34 30
d) Above 34 20
b) Between 18 to 26 c) Between 26 to 34 d) Above 34
0
10
20
30
40
50
60
70
80
90
100
Interpretation: As per the above discussion from the diagram, it is interpreted that the age group
has been divided into different criteria so that proper analysis can be done on the basis of the
selected respondents. There is a total of 150 respondents out of which, 100 respondents are of
age between 18 to 26, 30 respondents are between the age of 26 to 34 whereas 20 respondents
are above the age of 34 that results in gaining right and correct information about the given topic
in an effective manner.

Table 2: Gender of the chosen respondents
Q2) What is the gender of the chosen respondents? Frequency
a) Male 50
b) Female 100
a) Male b) Female
0
10
20
30
40
50
60
70
80
90
100
50
100
Interpretation: It is interpreted from the above information that there are total of 150
respondents which are selected by the researcher for interpreting the data in a proper manner.
From the total of 150 respondents, male respondents are 50 while female respondents are 100
which provides different opinions and thoughts about the selected topic so that they get the work
done in a proper manner. Majorly women respondents are there who are going to give the
prominent answers about the given topic in an effective and appropriate manner.
Table 3: Distribution of income among different respondents
Q3) Define the distribution of income among different respondents? Frequency
a) Lower-level 20
b) Average level 40
c) High level 90

a) Lower-level b) Average level c) High level
0
10
20
30
40
50
60
70
80
90
Interpretation: As per the above gathered data from the diagram is that there are 150
respondents in total which helps in gathering accurate and fair information about the topic. The
income distribution of respondents is different as everyone work with a different motive and this
results in defining the different perspectives about the given topic in a proper manner. Around 20
respondents are from the lower income category and travels less, 40 respondents are from
average level of income which travels sometimes while 90 respondents are at the high level
income group and supports travelling a lot.
Table 4: You travel to abroad in a year
Q4) How frequently you travel to abroad in a year? Frequency
a) One to two times 50
b) Three to five times 70
c) More than five times 30

a) One to two times b) Three to five times c) More than five times
0
10
20
30
40
50
60
70
Interpretation: As per the gathered information from the graph, it is analysed that people are
keen of travelling from one place to another which helps them in keeping their mind fresh and
active. Out of the total of 150 respondents, 70 respondents said three to five time travelling is
normal in a year and helps considering more detailed information about the topic. 50 respondents
feel that one or two times is good number for travelling while 30 respondents have said that they
use to travel more than five times in a year to visit a particular place.
Table 5: Stay at the place at the time of travelling to abroad
Q5) For how many days you stay at the place at the time of travelling to
abroad?
Frequency
a) One to four days 40
b) A week 60
c) More than a week 10
d) Three weeks 20
e) One month 15

f) More than one month 5
a) One to four days
b) A week
c) More than a week
d) Three weeks
e) One month
f) More than one month
0
10
20
30
40
50
60
40
60
10
20
15
5
Interpretation: It is interpreted from the above gathered information that there are total of 150
respondents which helps the researcher in getting detailed information abut the given topic. 60
respondents have said that they like to stay a week at the time of travelling, 40 respondents have
said that they prefer to stay around one to four days as it is quite expensive to stay more, 20
respondents have said that three week stay is fine. 15 respondents have said that one month is
necessary for staying at the time of travelling while 5 respondents have said that more than a
month is more preferable.
Table 6: Prefer as a companion at the time of travelling from one country to another
Q6) Who you prefer as a companion at the time of travelling from one country
to another?
Frequency
a) Life partner 30
b) Friends 50
c) Travelling alone 20

d) Family members 40
e) Office colleagues 10
a) Life partner
b) Friends
c) Travelling alone
d) Family members
e) Office colleagues
0
5
10
15
20
25
30
35
40
45
50
30
50
20
40
10
Interpretation: It is analysed from the above given information that for travelling everyone
needs a companion or partner with whom they can spend tome and enjoy at the travelling from
one place to another. 50 respondents have said that friends are the best companion which makes
the experience of travelling interesting, 40 respondents have said family members are more
preferable the time of travelling, 30 respondents have said that life partner is a good and effective
companion at the time of travelling. 20 respondents have said that travelling alone is a more
better option while 10 respondents have said that office colleagues are the best source for
travelling.
Table 7: Many days or time you plan your holiday in a particular year for relaxing and
travelling to other countries
Q7) In how many days or time you plan your holiday in a particular year for Frequency

relaxing and travelling to other countries?
a) In advance a week 10
b) Before 2 or 3 week 35
c) 3 week in advance 15
d) In 1 or 2 months 30
e) 3 to 4 months in advance 20
f) Before 6 months 40
a) In advance a week
b) Before 2 or 3 week
c) 3 week in advance
d) In 1 or 2 months
e) 3 to 4 months in advance
f) Before 6 months
0
5
10
15
20
25
30
35
40
10
35
15
30
20
40
Interpretation: As per the collected information from the above gathered diagram, there are
total of 150 respondents who are interested in travelling from one country to another in a given
year. 40 respondents said that they plan 6 months before for the travelling in order to book
tickets, 35 respondents have said they plan the trip before 2 to 3 week so that they know what to
carry and what not, 30 respondents have said that they focus on booking their tickets in advance
of one or two months, 20 respondents have said that plan the trip in advance before 3 to 4
months.

Table 8: Method used by travellers for booking the tickets for the trip to abroad
Q8) As per your perspective, what is the method used by travellers for
booking the tickets for the trip to abroad?
Frequency
a) Through travelling agency 40
b) Online website 90
c) Offline booking 20
a) Through travelling agency b) Online website c) Offline booking
0
10
20
30
40
50
60
70
80
90
Interpretation: As per the above gathered data, it is important for the travellers to select the best
method so that they deal with their expenses accordingly and plan a systematic trip. There are a
total of 150 respondents, out of which 90 respondents said that they prefer to book tickets from
online websites so that they deal with the activities. 40 respondents have said that booking
through travel agency so that they get the perfect view about the travel place and its variability in
the market. While 20 respondents have said that they prefer to book offline tickets as they do not
have full trust on the online websites.

Table 9: Basic preparations that are necessary at the time of travelling from one place to another
Q9) As per your opinion, what are the basic preparations that are necessary at
the time of travelling from one place to another?
Frequency
a) Weather or climate 60
b) Food and culture in abroad 25
c) Cost of travelling 30
d) Emergency contact numbers 20
e) Waiting time at the airport among two different flights 10
f) Style of clothing 5
0
10
20
30
40
50
60
60
25 30
20
10 5
Interpretation: From the above graph, it has been interpreted that the basic preparations which
are necessary for time of travelling from one place to another has been taken the frequency of
weather and climate where the 60 respondents out of 150 are selected this category because
weather and climate condition are play a vital role in the term of time of travelling. Apart from

this there are some respondents which are selected the other categories such as food and culture
in abroad, cost of travelling, emergency contact number, waiting time at airport among two
different flights and style of clothing. So, it has been interpreted that weather and climate is the
necessary term for time of travelling by the respondents.
Table 10: Which season travellers are more interested in travelling at a particular place
Q10) As per your knowledge, in which season travellers are more interested in
travelling at a particular place?
Frequency
a) Summer season 20
b) Winter season 60
c) Spring season 30
d) Autumn season 40
a) Summer season b) Winter season c) Spring season d) Autumn season
0
10
20
30
40
50
60
20
60
30
40
Interpretation: From the above graph it has been interpreted that there are some season that
travellers are more interested in travelling at a particular place such as summer season, winter
season, spring season, and autumn season. The frequency of respondents highly consider the

winter season where the frequency is 60 out of 150 respondents. rest of them are selecting the
other season by their choice. The 60 respondents are highly agreed with the winter season for
travelling at a particular place.
Table 11: Type of travel destination is more preferred for travelling purpose
Q11) According to your perspective, what type of travel destination is more
preferred for travelling purpose?
Frequency
a) New place 60
b) Same visited place 30
c) Near by countries 40
d) More green place 20
a) New place
b) Same visited place
c) Near by countries
d) More green place
0
10
20
30
40
50
60
60
30
40
20
Interpretation: From the above mention graph, it has been interpret that there are some types of
travel destination which is more preferred for travelling purpose such as new places, same visited
place, near by countries, and more green place. The frequency of respondents highly
recommended to visit the new places where the frequency of respondents is around of 60 out of

150 respondents. apart from this others respondents chooses the others types as their choices and
decisions. So, it has been interpreted that people's are more interested to visit at a new places.
Table 12: The type of suitable accommodation type for travellers at the time of staying at the
travel place
Q12) As per your knowledge, determine the type of suitable accommodation
type for travellers at the time of staying at the travel place?
Frequency
a) Hotel 80
b) Camp fire 5
c) Hostel 30
d) Rented flats 15
e) Motel 20
a) Hotel b) Camp fire c) Hostel d) Rented flats e) Motel
0
10
20
30
40
50
60
70
80
80
5
30
15
20
Interpretation: It has been interpreted from the above graph there are some type of suitable
accommodation type which is for travellers at the time of staying at the travel place such as

hotel, camp fire, hostel, rented flats, and motel. The huge frequency of respondents has been
agreed with the hotel for staying at the time of travel with the frequency of 80 number of
respondents out of 150. On the other hand, rest of respondents selected the other types for
staying at the travel place. It has been analysed that hotel is the best place for staying at the time
of travelling the new places.
Table 13: Main reason for travelling from one country to another country
Q13) What are your main reason for travelling from one country to another
country?
Frequency
a) For exploring new culture 70
b) Visiting friends and family 40
c) Office trip 30
d) Attending an sport event 10
a) For exploring new culture
b) Visiting friends and family
c) Office trip
d) Attending an sport event
0
10
20
30
40
50
60
70
70
40
30
10
Interpretation: From the above graph, it has been interpreted that there are 150 respondents has
been taken for selecting the reason for travelling from one country to another country where the

reasons includes such as for exploring the new culture, visiting friends and family, office trip and
attending an sport event. It has been analysed that there are 70 respondents out of 150 which are
selecting the exploring the new culture for the reason to travel. Rest of other respondents has
been chosen the other categories.
Table 14: Different elements that impacts the process travel planning
Q14) As per your thinking, what are the different elements that impacts the
process travel planning?
Frequency
a) Food quality 15
b) Different culture and opinion of people 25
c) Living cost 30
d) Safety and security of the place 20
e) Transportation or flight cost 50
f) Selecting the right place 10
0
10
20
30
40
50
15
25 30
20
50
10

Interpretation: From the above graph it has been interpreted that there are Different elements
that impacts the process travel planning such as food quality, living cost, transportation or flight
cost where the 50 respondents out of 150 has been selected the frequency of transportation or
flight cost and rest of other has been selected the other reason. It has been analysed that the cost
of transportation and flight is impacting the travel planning.

10. Summary of the results
The collected data of the survey is analysed which is presented in order to summarize the
principal findings.
10.1 Profile of Y generation traveller
From the above, the age of Y generation was divided into the groups 18-25 and 26-33 for
comparing the results of two age groups of generation. In order to build the profile of young
traveller there were some questions which is been asked related to married status, income and
many more. From the findings of the primary research, it is been assumed that young people
have more freedom in terms of making the travelling decision as the people of this age are not
having families or children (Corbisiero, Monaco, and Ruspini, 2022). It is also found that
travelling is also influence by partner. From the theoretical findings, it is being observed that
most of people in this age group have average or low income. The Y generation are known as
millennials which bare the fastest-growing age segment in terms of money which is spent on
trips, this travel demanding generation is well-known for the fascination with exploring the
world. In the Y generation the main focus of the research was on age group. They are also known
as echo boomers as most of them were raised by generation of baby boomers. To determine the
age of generation varies from different information sources in which they are considered new
customer in the business of tourism (Duffy, 2019). The Y generation are in the phase of young
adulthood that have concentration on family, digital culture and friendship. The researcher also
analysed that millennials are more concerned as tech savvy group who grew up with technology
and able to observe development. The most popular reasons for visiting a new destination are
escaping from the daily routine, warm weather, nature, new culture, attractions, visiting family or
friends, sports, festivals, or other activities. The outcomes may demonstrate theory findings in
such a way that young people want to try new things in locations that combine amusement and
pleasure with meaningful things like discovering new civilizations and natural wonders. Young
people are eager to visit new places; they would rather travel to a new location than repeat a
previous journey. 26% of survey respondents stated that they are repeat customers who choose to
return to the same location (Kenyon, Binder, and Baker‐Beall, 2022). This generation is still
devoted to the internet as a means of scheduling a future vacation. The internet is the primary
source of information for holiday preparation, but word of mouth from family and friends

remains the most significant. Consumers' Internet resources assist consumers in evaluating and
locating a better price, as well as providing a description of a destination and its attractions.
10.2 Main findings
As, it was expected, most of the respondents take use of internet as booking method, that
comprises of 85 % of the respondents. The main cause of making such choice was as this
considered the less expensive and value of the independent travel. in the research, the main aim
was to gather the data and information of Y generation in respect to tourist behaviour and
understanding the young people customer segment (Kenyon, Binder, and Baker‐Beall, 2022).
The current research was based on the main findings whereas important element was to compile
with the significant information for the work of travel agencies which helps in creating an
attractive product for the complicated group of consumers. The youngsters usually prefer to
travel internationally from one to two times per years which is based on the analysis of results.
For most of the respondents the usual duration of trip is one week but it can be few days less or
more. The another finding proves that typical travel companies of this generation are friends and
families. The youngsters normally schedule their vacations one to two months in advance, and
depending on the outcome, it may take one or two months less or longer (Monteiro, and et.al.,
2021). According to theory, children begin planning their vacations early, but this could be
explained as searching the internet for the best hotel and flight deals and deferring the actual
booking until the programme is ready. The average amount of money that the generation is
willing to spend on a vacation is between 201-400 and 401-600 euros. Furthermore, summer is
the most popular season for vacationing. The majority of responders were students, which may
explain why now is the best time for this demographic to travel abroad. The majority of
respondents chose an aeroplane as their mode of transportation for a holiday, but the duration of
the flight is not seen as particularly important (Moral-Cuadra, and et.al., 2022). According to the
thesis's theoretical investigation, young people enjoy international travel and would rather visit a
new destination than return to a familiar one. The theory was refuted based on accommodation
choice decisions, which indicated that most respondents usually choose hotels for a holiday stay.
In order to find out the component which affects the travel planning process there was some
questions which were asked by the respondents. As per the results, the quality of holiday is
considered as the most important element for the young people. The member of Y generation is

ready to spend reasonable amount of money on holiday that will help in making the vacation
special (Pant, 2022).

11. Conclusion
From the above findings the thesis idea is been materialised and aim of final research is
been accomplished. The main objective of the thesis was to have the understanding of young
people as a customer segment along with it is required to find the main factors which is affecting
the process of travel planning. In order to produce the product, it is significant for the travel
agencies to study chosen segment that can help in fulfilling the needs and wants of potential
customers which company desires to appeal to use its services provided by them. The main of
this research was to have study of Y generation & design which is based on the findings of
surveys. To collect the information regarding Y generation was the most complicated part of the
theory such as characteristics and traveling habits. To design the questionnaire in such way
which involves main parts of theoretical findings and asking of right questions was the another
complicated part of this thesis s to collect the data which helps in managing the new product for
the selected segment. On the basis of personal information of respondents, the profile of the Y
generation was built along with essential elements were gathered in order to create the new
product. The most of the finding theory were proven after the analysis of the final results and
statement in respect the accommodation type usually used by youngster was disproved. In order
to help travel agencies the data regarding the most essential component for managing new
product was collected. It is considered that travel agencies can use this thesis after the long &
difficult process as guidance for developing a new product for such complicated segment as the
Y generation. The suggestion for further research was occurred after analysing the initial thesis
results. This would be beneficial for the personal interview that will help in gather that lot of
information through personal face-to-face interviews regarding the youth segment, finding other
travel habits and factors affecting the process of travel planning. Furthermore, the conduct of
research brings more reliable data to current study and beneficial in knowing the opinions of Y
generation member as how to make services of travel agencies more attractive fir the current
segment.
Furthermore, it has been analysed that internet has become a major threat for the travel
agencies as they have kept on loosing numerous customer who prefer the internet online booking
service over the services provided travel agencies. It is not significant to develop the new routes
the both active & cultural cognitive nature, utilising the latest and innovative technology of the

both museum & sports & recreational practices in sphere of the youth tourism. This research has
identified various elements affecting choice made by the individuals who still prefer use of the
traditional travel agency's services. Along with it, this report has also discussed benefit of using
the travel agency services, in which it has been analysed that it is time saving alternatives in
which everything is projected by the travel agent: transfer from/to hotel, flight reservations and
other etc. Another advantages are that these agencies provide several option to the travellers in
which passengers can select from many nations when any agencies provide big selection for the
flight services, different timing for the flights of an arrivals & departure, day of operation, car
rental, accommodation types and many more. To make a plan before going on any holiday is
very beneficial as give the individuals undoubtedly peace of mine & also free time. If individual
already know that what tours would they like to take before leaving their home, what kind of
activities would they want to do or place for visiting, they will not waste their time agreeing with
each other. Thus, plan before going on holiday considered as very beneficial. This report has
represented a better comprehension on what things motivate the individual to travel today and
also give them reason to travel. There are two types of the motivation- positive motivation and
negative motivation that encourage people to travel. The Maslow's theory of motivation explain
need for the travel on the basis of a customer's desire and due to this, several tourism industries
has adopted this theory so that they can plan the tourism activities more effectively. For instance,
some individuals to go a holiday with the purpose to make some new friends and spend time
with the family. Apart from this, this research has also discussed about the Y generation that is
considered as most crucial area of thesis as younger is main focus of this research. Therefore, it
has been identified that Y generation mainly include those individuals who are in their 20s
entering the workforce 7 they are mainly concerned as the new customers within tourism
business. These people are in the phase of young adulthood that pay more focus on family,
culture, friendship and having fun. Young travellers are defined as brave because they always
ready for everything for gaining knowledges and new experience. They also prepare for the
holidays as they want to make it very special. It makes them more aware about new trend
regarding tourism due to which they become able to enjoy the advantages efficiently provided by
the tourism.

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APPENDIX
Questionnaire
Q1) Kindly provide the age segment of the selected respondents?
a) Below 18
b) Between 18 to 26
c) Between 26 to 34
d) Above 34
Q2) What is the gender of the chosen respondents?
a) Male
b) Female
Q3) Define the distribution of income among different respondents?
a) Lower-level
b) Average level
c) High level
Q4) How frequently you travel to abroad in a year?
a) One to two times
b) Three to five times
c) More than five times
Q5) For how many days you stay at the place at the time of travelling to abroad?
a) One to four days
b) A week
c) More than a week
d) Three weeks
e) One month
f) More than one month
Q6) Who you prefer as a companion at the time of travelling from one country to another?
a) Life partner
b) Friends
c) Travelling alone

d) Family members
e) Office colleagues
Q7) In how many days or time you plan your holiday in a particular year for relaxing and
travelling to other countries?
a) In advance a week
b) Before 2 or 3 week
c) 3 week in advance
d) In 1 or 2 months
e) 3 to 4 months in advance
f) Before 6 months
Q8) As per your perspective, what is the method used by travellers for booking the tickets for
the trip to abroad?
a) Through travelling agency
b) Online website
c) Offline booking
Q9) As per your opinion, what are the basic preparations that are necessary at the time of
travelling from one place to another?
a) Weather or climate
b) Food and culture in abroad
c) Cost of travelling
d) Emergency contact numbers
e) Waiting time at the airport among two different flights
f) Style of clothing
Q10) As per your knowledge, in which season travellers are more interested in travelling at a
particular place?
a) Summer season
b) Winter season
c) Spring season
d) Autumn season
Q11) According to your perspective, what type of travel destination is more preferred for
travelling purpose?

a) New place
b) Same visited place
c) Near by countries
d) More green place
Q12) As per your knowledge, determine the type of suitable accommodation type for travellers
at the time of staying at the travel place?
a) Hotel
b) Camp fire
c) Hostel
d) Rented flats
e) Motel
Q13) What are your main reason for travelling from one country to another country?
a) For exploring new culture
b) Visiting friends and family
c) Office trip
d) Attending an sport event
Q14) As per your thinking, what are the different elements that impacts the process travel
planning?
a) Food quality
b) Different culture and opinion of people
c) Living cost
d) Safety and security of the place
e) Transportation or flight cost
f) Selecting the right place