Motivational Drivers for Online and Offline Experience Consumption.

      Аннотация: This paper develops an original conceptual framework to understand modern behavioural motivation by studying the online and offline behaviour of Millennial travellers. This lifestyle group’s relationship with both travel and technology has redefined modern socialization, experience consumption, and motivation. The paper provides a unique and in-depth understanding about a modern cultural shift in identity, status and values. Greater implications of what this cultural value shift means to businesses are addressed. Stakeholders are provided with new valuable insights with which to consider the positioning of products and services. The presentation of a new motivational model to explain motivational rewards is potentially groundbreaking, as provides a behavioural model with which to understand modern motivations and is applicable to the fields of psychology, sociology, anthropology and is particularly valuable in the field of business. Although this research was done on a small scale, it reveals new ways of thinking about how individuals perceive experiential value in modern times.

Ключевые слова: Millennial, Social Media, Facebook, Travel, Social Listening, marketing, Advocacy, Student travel, psychology, Sociology, business, psychographics, qualitative research, London, Behavioral Economics, identity, Motivational Behaviour, Tourism