Role of Gender Difference in Travel Decision-Making Style of Millennials

Consumer behavior and market segmentation is one of the most popular studies in marketing. But when we look at the studies of the tourism marketing in developing countries, it is still unexplored. In the academic filed of tourism marketing the consumer decision making styles are extremely important as it helps in determining consumer choice, preference and behavior and also helps in segmenting the market. Present study is an attempt to identify the Travel Decision Making Styles (TDMS) of Millennials’ using consumer style inventory. The study is aimed to identify the difference in the perception of millennial males and females for identified travel decision-making styles. The study was conducted among the millennial males and females ranging between age group of 18 years and 35 years of Jammu district of Jammu and Kashmir Union Territory. Total 420 Millennials’ participated for current study and an eight dimensional structured consumer style inventory was used to investigate about their travel decision-making styles. Exploratory factor analysis was conducted to find out travel decision-making styles of millennial respondents. Further “T” test was administered to find out the difference between the perception of millennial males and females for travel decision-making styles.