Implications of generational change: European river cruises and the emerging Gen X market

The unique characteristics of generational cohorts––generational theory

Contemporary generational theory underpins the focus of this article. This theory is based on the concept that generations or cohorts (Noble and Schewe, 2003) can be termed a social phenomenon. These are different from each other due to their formative experiences, resulting in a markedly different world view (Singer and Prideaux, 2006). Generational theory emanates from research by Mannheim (1952), which suggests that any differences between generational cohorts come from significant economic, political or societal events that have occurred during their formative years.

The relationship between formative years and significant economic, political or societal common events occurring during formative years has been investigated in some later studies (Kupperschmidt, 2000; McMullin et al., 2007). This mention of common events recurs in the literature. It is a salient term as significant events such as wars, economic highs and lows, natural disasters, election of great leaders and technological breakthroughs can have a substantial impact on a person, particularly if encountered in formative years (Gardiner et al., 2015; Gardiner et al., 2013; Glover and Prideaux, 2009; Hicks and Hicks, 1999; Mackay, 1997; Meredith and Schewe, 1994).

Some studies have also considered influences such as the environment and societal norms in the context of tourism in these formative years (Li et al., 2013; Pennington Gray et al., 2003) and the consequent effects on behaviour, particularly through socialization (Noble and Schewe, 2003) in day to day life and also when related to tourism expectations and motivation. Of importance for this article, studying the impacts of generational change in the tourism context is that this generational theory has noted that each unique generation has individual characteristics, distinguishing it from others (Chen and Shoemaker, 2014; Mannheim, 1952).

Generational theory has been widely adopted in tourism sociological and marketing studies, which examine historical and environmental influences on consumer psychology (Benckendorff et al., 2010; Gardiner et al., 2013; Gardiner et al., 2015; Li et al., 2013). Scholars such as Lehto et al. (2008), Li et al. (2013), Pennington Gray et al. (2003) and Singer and Prideaux (2006) state that an in-depth knowledge of a specific generation can assist in understanding the needs of that generational cohort when participating in leisure travel.

Gen X

Gen X has been described as a distinct generational cohort by many sociologists, for example Howe and Strauss (2007) and Mackay (1997). While there are diverse definitions and date ranges for this consumer cohort in studies undertaken (Gelston, 2008; Glover and Prideaux, 2009; Hicks and Hicks, 1999; Mackay, 1997; McCrindle and Wolfinger, 2009; Ritchie, 1992; Strauss and Howe, 1991, 1999) in this study, the years 1965 to 1980 were selected as the generational break or birth years for Gen Xers. This choice of dates uses the average dates from previous researchers and the sociological perspective of 15 years between generational cohorts (Dotson et al., 2008; Hicks and Hicks, 1999; McCrindle and Wolfinger, 2009; Ritchie, 1992; Strauss and Howe, 1991). This gives them a generational cohort age span of between 38 and 53 in 2018.

To date, Gen X has received some academic attention from scholars in the areas of spending power, materialistic goals, influence, economic circumstances, attitudes and values (Mackay, 1997; Ritchie, 1992; Strauss and Howe, 1991; Tulgan, 1996) but not recently. Extant literature has revealed some generic traits that distinguish Gen X from other generations. These include fierce independence, adaptability to rapid change, relaxed social values, the need to be valued, highly developed learning capabilities, self-assuredness and self-sufficiency (Barrow, 1994; Beaudoin, 1998; Lee and Gates, 1992; Levine, 1994; Losyk, 1997; Ritchie, 1992; Tulgan, 1996). In addition, Gen X has been identified as being entrepreneurial (as having been raised with a working mother), enduring negative economic conditions and high divorce rates between their parents, all the while looking for balance in life (Allen, 2003).

Studies on Gen X’s consumer behaviour (Barrow, 1994; Beaudoin, 1998; Hung and Petrick, 2011; Littrell et al., 2004; Losyk, 1997; Ritchie, 1992; Tulgan, 1996) have identified a relaxed attitude to many aspects of life including socialization and relationships (Strauss and Howe, 1999). These are in addition to a well-developed understanding of technology-based information gathering and booking (Bruce, 2015; Poon, 1993; Prebensen et al., 2013). This generation is the first to grow up with computer technology, first introduced in their late primary or early high school days (McCrindle and Wolfinger, 2009). They have issues with the credibility of advertising in general (Benckendorff et al., 2010) and particularly digital advertising and marketing, which is an important observation for this study’s tourism context in a data-driven marketing world.

By contrast, extant studies of baby boomers show a cohort content with some latter-day indulgence but mindful of the need for frugality (Howe and Strauss, 2007). Studies of Gen Y and Gen Z demonstrate that these generational cohorts find motivation in the development of their careers. They also have higher expectations of work remuneration, conditions and advancement than Gen Xers (Goh and Lee, 2018). Status is important to Gen Ys (Cennamo and Gardner, 2008).

There have been few recent studies capturing the tourism or motivational characteristics of this generation as they mature. In the tourism literature, Gen X has been overlooked and has not received the same research attention as the cohort now aged between their mid-50s and 70s, the baby boomer generation or the Gen X successors, Generation Y (Glusac, 2012; Hill, 2013). Specifically, very little in the areas of travel motivation, tourism preferences and travel behaviour. As Glover and Prideaux (2008: 2) have pointed out, ‘there is still a considerable lack of information on the impacts of generational change from Baby Boomers to Gen X over the next 25 years.

Perceptions towards cruise travel

Hung and Petrick (2011) suggest across all generations that tourists enjoy the idea of a vacation destination because their own environment cannot provide them with such experiences. Extant cruising motivation research is comparative across generations or general in nature. Previous studies note desire for vacation being the chief motivator, and in their study of motivations for taking cruise vacations, Hung and Petrick (2011: 387) suggest ‘loyalty, familiarity, and social influences’ as being the main influencers.

Table 1 demonstrates the popularity of cruising worldwide, and it can be seen that the baby boomer generation in both Australia and the United States is the dominant demographic for the industry. The table shows that Gen Y and Z cohorts in Australia are far more attracted to cruising than Gen Xers (31.2% against Gen Xers’ 14.5%), but in the United States, the percentages are almost identical. This may be attributed to the United States being a mature cruising market, whereas Australia is still growing. This popularity across generations but specifically with baby boomers is noted in the literature (Bowen et al., 2014; Dowling, 2006; Duman and Mattila, 2005; Elliot and Choi, 2011). Percentages for European river cruising shown in Table 2, however, for all source markets, show a much lower percentage of Gen Y and Z passengers (5%) and Gen X passengers (13%).

European river cruises

Despite European river cruising being a growing segment of the worldwide cruising industry (CLIA, 2017), it has received little research attention. While past research studies have concentrated on the history of European river cruising and range of tourism opportunities presented (Dowling, 2006; Erfurt Cooper, 2009; Prideaux and Cooper, 2009), contemporary marketing components and consumer motivations and expectations have not been addressed.

Features currently promoted by European river cruise operators for their largely baby boomer passengers include high comfort levels, security, organized activities, fully inclusive fares and provision of on-board social opportunities with fellow English-speaking passengers (Scenic Tours, 2015; Uniworld, 2016). Included in the fare on most river cruises are port tours and guided walks, on-board entertainment plus guest lectures and all-inclusive meals including wines and beers (River Boat Ratings, 2014). It is understood that these tourism experiences are sought after and very popular with the Australian and US tourists (CLIA, 2017). Table 3 features the latest available figures for the main source markets:

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Table 3.

Passenger numbers from important source markets.

Source market country	Passenger numbers 2014
USA	453,000
Germany	416,000
United Kingdom	80,000
Australia	79,530

Source: CLIA (2014, 2015), River Cruises Europe (2015), Seatrade Europe (2015).

While European river cruises are currently marketed heavily to the baby boomer generation, this article seeks to identify how Gen Xers will behave as future consumers of mature age tourism products and in so doing reveal the tourism preferences of this under-researched generation.

Gen X distinct characteristics

The distinct characteristic of this generational cohort was their wish to achieve a work/life balance. This theme emerged from most participants as important to them. This comment is typical,

Oh, nobody enjoys working. No, we’ve never been workaholic people. I’ve actually travelled a couple of times and thrown my job in a couple of times and gone on open-ended holidays. (Steve, Melbourne)

Factors that may affect Gen Xers’ tourism participation

This study identified issues, which in later life could affect the ability of this generational cohort to participate in tourism. Most participants felt some future care responsibilities towards one or both parents, as the following comment suggests,

I would say probably, yes. I’m very close to my mum…. if she was on her own I would feel very responsible for my mum. (Stephanie, Melbourne)

This typical participant comment suggests that this is the case,

I think specifically of this couple, they didn’t want to be bothered by the…you know, they wanted to have a little bit of freedom earlier on. But then later their attitude changed and then it took them longer to have kids, so they had to use the in vitro…. (Chris, Los Angeles)

How Gen Xers behave as tourism consumers

The interviews showed that Gen Xers had the opportunity to travel more frequently at younger ages than the previous generation. The participants all presented themselves as savvy and experienced tourists,

No, it was the first time I’d been to Spain but not the first time I’d been to Europe. So I’d been to Europe plenty of times…(Juan, Los Angeles)

The concept of European river cruising

The majority participant view was that any potential mature aged tourism experience undertaken by them would involve direct interaction with the destination and would take place in their own time. This was preferred to seeing the region through the windows of coaches, hotels or river vessels.

This typical comment indicates a desire to interact with local people and to do so independently,

I’m an explorer, I love to explore. If I’m in a country I don’t really do what the tourists do…I go on the outskirts of town to talk to people and see what are the best places to go or not…(Marco Solo, Los Angeles)

Here is a typical participant comment,

…it’s like wedding receptions, you know…mainly sort of Anglo people it’s very monoculture. If there are obnoxious tourists or, you know, loud Americans or loud yobbo Australians, you know, you’re stuck with them for the duration. (Anna, Melbourne)

For them, there is now an important social need to present information or images frequently on social media sites and not necessarily send individual or personal messages, as this typical participant comment below demonstrates. The common thread is that their vacation experience should be shared by many individuals in other places or countries and that they remain connected at all times,

I guess Facebook is something that you do look through, I guess, you’re not directly contacting people but you’re commenting on what people are doing and vice versa and posting pictures of what you’re doing as well…I use Facebook every day, probably…(Stephanie, Melbourne)

European river cruises were not perceived as a popular tourism product for the Gen Xers in this study. Participants revealed plentiful inhibitors, constraints or negative perceptions relating to European river cruises. Cost can be a significant inhibitor for European vacation travel, particularly from Australia. However, participants from both countries gave similar responses, and these centred on the perceived cost of this type of vacation experience,

Like I’ve never done it. Also, those cruises are really, really expensive. Yeah, my in-laws have taken those. My father-in-law will be 83, and my mother-in-law’s 79. (Lisa, New York)

The holiday time, we usually get about two weeks. (Marco Solo, Los Angeles)

While none of the participants had undertaken this type of vacation experience, they were all very clear that in their present form these cruises would not appeal to them,

…I mean, as a means of transport and it’s a nice way of getting around and if the accommodation is lovely and, you know, that’s good, that’s positive. But for me it would need to be about the places that we’re seeing…(Sarah, Melbourne)

A further concern among participants was that they did not wish to be confined to a small cruise vessel when travelling on vacation. These spatial phobias could be linked with their desire for independence and freedom, expressed so forcefully during the interviews. Many participants spoke wistfully of vacation experiences in formative years, which presented them with spatial freedom.

Gen X distinct characteristics

The data suggest that Gen Xers are craving independence and freedom rather than focussing on job security and careers as baby boomers have (Jennings, 2012). This common thread had emerged in early childhood and had remained with the participants ever since.

Factors that may affect Gen Xers’ tourism participation

Firstly, with increasing life expectancy, many Gen Xers will need to care for ageing parents in their own, maturing years (Gallagher, 2011).

Secondly, the actual retirement age is rising (Power, 2016), with the minimum age for access to their 401 K pensions in the United States or superannuation in Australia edging up (Social Security Administration, 2016) to the late 60s. Retirement issues have a direct bearing on the amount of time and financial independence Gen Xers will have for travel in their later years.

Thirdly, the Gen Xers – with means to afford international travel – may be higher earning than the previous generation were, but they are asset poor (Howe and Strauss, 2007)). In addition, Gen Xers have the burden of high home mortgage and large tertiary education loans to be repaid (Australian Government, 2016). At the same time, they have acquiesced to a much higher level of spending on perceived luxury items during their working life than the baby boomers (Mackay, 1997; Riquier, 2015).

These findings support the current literature relating to wealth generation opportunities of individual generations in the two study countries (Chen and Chen, 2018; Power, 2016) and enhance it in the context of future needs and opportunity for tourism experiences by Gen Xers (Nimrod, 2008).

Thus, participant comments support general research on this cohort (Gerson, 2009; Tamborini and Iams, 2011) and illuminate specific constraints that Gen Xers are likely to face in their later years, such as lack of time, financial resources and changing familial responsibilities and structures.

How Gen Xers behave as tourism consumers

The interviews showed that Gen Xers had the opportunity to travel more frequently at younger ages than the previous generation, as noted by Li et al. (2013). On vacations, participants expressed the desire to experience a high level of engagement with local destinations. In addition, they indicated a longing to experience what they perceive as the natural environment and participate in non-tourist or everyday activities as identified in previous consumer studies (Barrow, 1994; Beaudoin, 1998; Ritchie, 1992).

Instead, they wished to get to know their chosen vacation region through interaction with the local people of the host communities, a finding which again supports extant literature (Littrell et al., 2004).

This phenomenon of Gen Xers actively avoiding their compatriots or other tour participants more generally is likely to change the dynamics of organized tours for mature adults significantly. There is agreement with extant literature in the context of social interactions (Shaw and William, 2004).

While Gen X study participants wanted to avoid other tourists, they were keen to travel with their own group/family or friends and interact with local communities (Shaw and William, 2004) but not with fellow Western English–speaking tourists who were strangers. Such comments challenge European river cruise content and structure as current cruise contents place high importance on on-board social interaction (Scenic Tours, 2015).

This generational cohort is also distinct from previous generations in that they have embraced computers since their childhood. They are the first generation to have experienced the technology from early school days (McCrindle and Wolfinger, 2009).

Data supported previous research in relation to the avoidance of traditional travel agency distribution methods (Bruce, 2015; Poon, 1993).

Gen X participants are also keen on using rapid communication technology to remain in contact with family and friends while on vacation. This phenomenon is a product of technological advancement and subsequent opportunity that Gen Xers, with their digital savviness (McCrindle and Wolfinger, 2009), have been quick to embrace.

The concept of European river cruises

While there are abundant literature focusing on multiple facets of blue water ocean cruising, there are limited research relating to river cruising (Erdeji and Dragin, 2017; Prideaux and Cooper, 2009). The result is that we have little knowledge about the motivation to undertake these cruises and perceptions of these experience. The implications discovered in the study data contribute new knowledge in the river cruising context and are also applicable to other similar mature age tourism products, such as coach tours (See Table 6).

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Table 6.

Elicited motivators and inhibitors.

Motivator/inhibitor	Effect on ability to travel in the future	European river cruises as currently presented
1. Freedom and independence/plentiful time ashore/unstructured time	Dependent on travel experience selected	Limited
2. Interaction with local communities	Dependent on travel experience selected	Very limited
3. Socializing with fellow tourists on the river cruise vessel	Detriment	Highlighted as a motivator by river cruise lines
4. Spatial concerns	Dependent on travel experience selected	Vessel size limited by river constraints such as bridges and locks
5. Self-research/booking as part of travel experience	Detriment	European river cruise lines encourage bookings through travel agents
6. Caring for elderly parents/young children	Detriment	Time/cost constraints
7. Lack of funds in middle age	Detriment	Cost constraints
8. Later retirement	Detriment	Time/cost constraints

Cost was an issue in both countries, but particularly Australia due to the long-haul location of this source market. Participants were concerned with potential time and constraints, particularly those from the United States, as current vacation opportunities for those in the workforce tend to be of limited duration (United States Department of Labor, 2016).

The apparent absence of independence and freedom in their river cruise activities was also mentioned by most of the participants, and the matter was emphasized and highlighted as a priority for these Gen X participants (Lee and Gates, 1992; Levine, 1994; Losyk, 1997).

In respect of this generational cohort, these findings challenge the current literature relating to the universal popularity of cruising per se (Bowen et al., 2014; Dowling, 2006; Duman and Mattila, 2005; Elliot and Choi, 2011; Kester, 2003; Peisley, 2004).

They identify the preferences of and constraints for this important new generational cohort of mature vacationers.

Limitations

The study’s contributions need to be considered in the context of its limitations. While the findings generate new knowledge and contribute to theory on this topic, the qualitative nature and corresponding small sample means that it is not possible to make literal generalizations from the data. Rather, the findings are based on in-depth interviews of a purposive sample population and that the findings relate to their backgrounds, current social and economic circumstances and life experiences.

The study was limited to four cities in two countries, selected based on being strong source markets for these tourism experiences in Europe. In addition, experienced travellers were sampled as they would be more likely to travel to medium- or long-haul destinations. However, this may have resulted in sampling more confident tourists, who were more likely to crave independence than other Gen X travellers.

Data collection took place at a particular time, in February and April 2015. The research was undertaken at a certain time in history (a snapshot), and while the methodology can be replicated, the time or people at that stage of their lives cannot.

Negative events in Europe, such as terrorist attacks, since the fieldwork was conducted, may shape participants’ perceptions of the region as a holiday destination.

The explanations and conclusions drawn from such data relate to the economic, political and social environment of the time. Future studies could examine other source markets for the tourism products.

Directions for future research

Gen X as a cohort remains under-researched in tourism. Further research into motives, needs and expectations for Gen X tourism experiences is essential. Such research could further strengthen this study’s in-depth approach, to include other English-speaking traveller generating regions such as Canada, New Zealand, South Africa and the United Kingdom. In addition, many of the economic, social and technological developments that have shaped this generation are shared by other markets such as European countries and Asia. Further research could examine how similar these generational cohorts are in different cultural contexts.

Additionally, the use of the theory of planned behaviour could provide a further understanding of Gen X cruising motivations. Finally, the study findings could be tested using quantitative methods.

This study contributes to a greater understanding of an important generational cohort and the impact of its gradual progression to become the main target market for a popular tourism product, European river cruises, aimed at mature travellers. It contributes to the extant literature relating to European river cruising, generational change, Gen X in the general and tourism contexts, particularly for tourism motivators, expectations for mature aged Gen Xers in the coming decades and generational theory.

In particular, it assists in predicting consumer and tourism behaviour in the decades to come and offers new knowledge relating to European river cruises. The study’s findings have also established the foundations for future generational research.