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@article{199210,
        author = {Guddu Kumar and Arpita Patil and Saurabh Thakur and Sony Gupta and Abhishek Pal and Viraj Rathod},
        title = {Gen Z vs Millennials: An Analysis of Preferences for Off-Beat and Mainstream Tourism Destinations in India},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {11},
        pages = {12154-12165},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=199210},
        abstract = {This study aims to examine the comparative travel preferences of Millennials (born 1981–1996) and Gen Z (born 1997–2012), with a specific focus on their inclination toward off-beat and mainstream tourism destinations in the Indian context. As these two generations represent the most influential segments of the modern travel market, understanding their behavioral differences is essential for tourism stakeholders. Rapid digitalization, increased disposable income, social media influence, and changing lifestyle values have significantly reshaped destination choice patterns among young travellers. Millennials are generally recognized as experience-driven yet structured travellers who value comfort, reliability, and curated cultural experiences. In contrast, Gen Z, being digital natives, demonstrate a stronger preference for unique, less-commercialized, and aesthetically appealing destinations that provide authenticity and social media shareability. While both generations prioritize experiential travel, their motivations, decision-making processes, and perception of value differ considerably. The study seeks to analyse how factors such as digital influence, sustainability awareness, budget sensitivity, peer validation, and lifestyle orientation impact destination preferences across the two generations. By identifying key similarities and differences, the research contributes to the understanding of generational shifts in tourism demand and provides strategic insights for destination marketers, hospitality providers, and policymakers.},
        keywords = {Gen Z, Millennials, Off-beat tourism, Mainstream tourism, Travel preferences, Social media influence, India},
        month = {April},
        }