Managing tourism business by millennials: A case study

Abstract

This study aimed to understand the perception of private sectors employing millennials on managing startups and their role in improving tourism destinations and economies. The research design utilized a qualitative case study method with interviews conducted using a semi-structured approach. Seven participants, including college alumni, students, and young entrepreneurs, were selected for the study. The participants were all millennials aged 26-41 years old, owners or co- owners, and had operated businesses for at least three years, including during the pre-pandemic and pandemic periods. The study’s findings revealed that millennials are perceived on having possessed essential skills and adaptability that enabled them to thrive in their businesses during challenging times like the pandemic. Their contributions to the tourism industry were perceived as significant, particularly in improving tourism destinations and the economic conditions of certain areas. The research also explored the lived experiences and challenges faced by millennials in managing private firms. Differences in decision-making and how millennials adapted to the workplace were also examined. This also emphasizes the ethical considerations taken into account, ensuring confidentiality and privacy for the participants. The researchers used thematic analysis to analyze the data gathered from the interviews to evaluate the significance and impact of millennials' management strategies in the private sector on tourism destinations and economies. Therefore, this case study highlights the importance of millennials in the tourism industry, their effective use of social media for marketing, and their role in promoting tourism through innovative strategies.