A scale development study to determine the travel purchase decision process of Generation Y

Tourism is related with both goods and services, however the industry is more dependent on services as it's based on information transfer rather than goods transfer. Therefore, the tourism industry, which is among the service industries, is different from other industrial branches due to its characteristics such as target market and consumer behaviour, dynamic structure and intensive relationship with various industries. Tourism has become an industry owing to organised package tours sold by tour operators and travel agencies. However, changing needs and demands of the new-era consumers will also bring the change of industrial tourism's structure. The aim of the study is to develop a scale for the determination to travel purchase decision process of Generation Y which are new consumer generation. In the study, exploratory sequential design was used in mixed research method which includes the use of qualitative and quantitative methods. Firstly, data was collected from the sample with interview technique in order to improve the scale, then these data was analyzed by content analysis and codes and themes were determined. As a result of the content analysis, five themes are found as "travel need recognition", "information search", "evaluation of alternatives", "purchase decision" and "post purchase behavior". The questionnaire used in the quantitative research was formed in the direction of the data obtained from the interviews. The questionnaire was applied to the Generation Y forming the sample and data was collected for quantitative analysis. During the scale development phase, Exploratory Factor Analysis (EFA) was applied to the collected data to determine the dimensions of the study and then Confirmatory Factor Analysis (CFA) was used to ensure validity and reliability of the scale in the scale development phase. After EFA and CFA, a seven-dimensional 37-item scale was developed. This research that the travel purchase decision process of the generation Y was determined and the unique scale that was developed in this context, is hopefully expected to contribute to the literature. Besides, It is also considered that this research will lead all stakeholders in the tourism industry to understand the travel behavior of Generation Y.