Short description of project
Members of Generation Y or the Millennial Generation (those who were born between 1977 and 1994) have become increasingly important because of their unique characteristics, large numbers, and current and future significant spending power. Marketers are still not able to fully capture this market. Relatively little research has addressed Generation Y, especially in terms of travel-related behavior and social media usage. Grounded on the media usage and travel behavior consumption theory, this study is focused on the media usage and travel-related behavior of Generation Y in Asia Pacific. Data were collected through 150 personal in-depth interviews with members of Generation U in Asia Pacific including Mainland China, Japan, Korea, Hong Kong, and Macau. The study contributes to the literature on Generation Y by highlighting the importance of environmental and individual level factors in social media usage and travel-related behavior, the findings of the study provide significant implications for destination marketers who would like to capture the Asian generation Y travel market.
Information of Offered Internship
Level of Internship Hours per Month
Level 3 (60 hrs)
Commencement Month
April
Duration
6 months
Internship requirements: i.e. work, practice and training
The candidate should be fluent in speaking English, Cantonese and Mandarin. Fluent in other languages such as Korean and/or Japanese will be an advantage but not a MUST. The candidate should have passion in learning how to conduct research.
The candidate will have the opportunity to learn how to conduct qualitative research. He or she will help in reviewing papers, data collection and data analysis.
Commencement Month: priority will be given to the candidate who is able to start in April 2016. However, we will also consider candidate who would like to start in May 2016 as well. The internship will last for 6 months.
The candidate will have the opportunity to learn how to conduct qualitative research. He or she will help in reviewing papers, data collection and data analysis.
Commencement Month: priority will be given to the candidate who is able to start in April 2016. However, we will also consider candidate who would like to start in May 2016 as well. The internship will last for 6 months.