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Sustainability 2017, 9(7), 1197; doi:10.3390/su9071197

Connecting the Members of Generation Y to Destination Brands: A Case Study of the CUBIS Project

1
Department of Tourism Management, Faculty of International Business, Heilbronn University, Max-Planck-Str. 39, Heilbronn 74081, Germany
2
Department for Engineering and Management in Food and Tourism, Faculty of Food and Tourism, Transilvania University of Brasov, Str. Castelului Nr.148, Brașov 500014, Romania
*
Author to whom correspondence should be addressed.
Received: 16 May 2017 / Revised: 27 June 2017 / Accepted: 4 July 2017 / Published: 7 July 2017
(This article belongs to the Special Issue Mobile Technology and Smart Tourism Development)
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Abstract

There is direct correlation between building powerful destination brands and the degree to which tourists and locals share the brands values. The massive penetration of the active population by Generation Y has generated a major shift in tourism marketing, based on the profile of this cohort. The members of Generation Y are very different from previous generations. The so-called “digital natives” share high technological proficiency; they like to share their skills; they are disloyal consumers; and they are affected by trends. In order to connect with members of Generation Y and to actively involve them into the life of tourist destinations, viral, participative, interactive, networked and versatile marketing techniques should be employed. This article introduces the Intelligent Solution for Brand Culturalization (CUBIS) Project, which is a collaborative research initiative that offers to Destination Management Organizations an innovative idea of how to connect the members of Generation Y with destination brands using information and communication technologies (ICT). The CUBIS Project aims to create emotional attachment with the brand values and supports the adoption of the brand by young locals and tourists. The CUBIS idea is flexible and highly adaptable to other destinations. The article uses exploratory qualitative research in the form of a case study. View Full-Text
Keywords: Generation Y; destination branding; brand culturalization; sustainable destination marketing; intelligent solution; digital natives Generation Y; destination branding; brand culturalization; sustainable destination marketing; intelligent solution; digital natives
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. (CC BY 4.0).

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MDPI and ACS Style

Bochert, R.; Cismaru, L.; Foris, D. Connecting the Members of Generation Y to Destination Brands: A Case Study of the CUBIS Project. Sustainability 2017, 9, 1197.

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