Decision-making roles adopted by university-educated women who travel for pleasure

Females, especially those who are educated and pursuing a career, are thought to have different expectations for travel, roles in decision-making and attitudes towards travel. Further, the way in which they make decisions may be influenced by the generation into which they were born. The objective of this study then was to determine whether university-educated women’s pleasure travel decision-making roles differed depending on generation. Results suggested that decision-making roles varied markedly based on generation, even when controlling for income. These results are useful to marketers interested in targeting this population and effectively utilizing advertising mediums as well as copy and graphics.