A Study on Youth Behavior towards the North Vidzeme Biosphere Reserve in Latvia
Abstract
This paper reports the results of a study of young visitors’ intentions to visit the North Vidzeme Biosphere Reserve in Latvia (target audience Generation Z and Generation Y, 15–25-year-old youth—the oldest part of the Generation Z and the younger part of Generation Y have been studied). The integrated research method was used: an online survey was conducted for data collection (n=317) and focus group discussions and observations (three groups—two from Latvia and one from Estonia) were held to study youth traveling behaviour in the North Vidzeme Biosphere Reserve. Findings showed that most youth are highly motivated to visit biosphere reserve by push and pull factors and agreed that visiting the biosphere reserve relieves stress, helps them to socialize, and allows them to escape from their daily routine. Almost all respondents agreed that there was a lack of advertisements, information in foreign languages and visibility of the area, but they also stated that they would be more motivated to visit and revisit the biosphere reserve if they could see their friends visiting it and posting about it on social media. Research pointed out that there is significant difference between Generation Z and Generation Y in platforms used for searching for information, as well as required tourism infrastructure elements.
References
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[2] Dabija, D.-C., Bejan, B.M. and Dinu, V. 2019. How sustainability oriented is generation z in retail? A literature review. Transformations in Business and Economics, 18:2.
[3] Dolot, A. 2018. The characteristic of Generation Z, “e-mentor”s., pp. 44–50. DOI:http://dx.doi.org/10.15219/em74.1351
[4] Druvaskalne-Druva, I. and Livina, A. Environmental awareness perception of young people living in the biosphere reserve in Latvia, paper delivered at the International Scientific Conference Society. Integration. Education, Valmiera, 24-25 May 2019.
[5] Egan, T. 2016. Can the Selfie Generation Unplug and Get into Parks? National Geographic Journal, 10: 40-61.
[6] Falgoust, A. 2017. Young People’s Perceptions of Nature and Interactions with National Parks. The University of Southern Mississippi the Aquila Digital Community, Honor Thesis, 546.
[7] Femenia-Serra, F., Perles-Ribes, J.F. and Ivars-Baidal, J.A. 2019. Smart destinations and tech-savvy millennial tourists: hype versus reality. Tourism Review, 74: 1. DOI: http://dx.doi.org/10.1108/TR-02-2018-0018
[8] Garms, M. 2015. Travel Motives of German Tourists in the Scandinavian Wilderness – The Case of Fulufjället National Park, Sweden. Master Thesis, Oldenburg: University Oldenburg.
[9] Giachino C., et al. 2021. Nature-based solutions and their potential to attract the young generations, Land Use Policy, 101. DOI: http://dx.doi.org/10.1016/j.landusepol.2020.105176
[10] Grinfelde, I. and Livina, A. 2016. Enhancing Vitality of Young Students by Integrated Experience-based Outdoor Education Methods.In: Vasiljevic, D. (ed.). ‘Abstract book Monitoring and management of visitors in Recreational and Protected areas’, pp.489-492.
[11] Hermes, J., Haaren von C., Schmucker, D., and Albert, C. 2021. Nature-based recreation in Germany: Insights into volume and economic significance. Ecological Economics, 188. DOI:https://doi.org/10.1016/j.ecolecon.2021.107136
[12] Horne L., De Urioste-Stone, S., Seekamp, E., Rahimzadeh-Bajgiran, P. and Rickard, L. 2021. Determinants of visitor climate change risk perceptions in Acadia National Park, Maine, USA. Journal of Outdoor Recreation and Tourism, 35.DOI: http://dx.doi.org/10.1016/j.jort.2021.100401
[13] Howe, N. and Strauss, W. 1991. Generations: The History of America's Future, 1584 to 2069. United States of America, NY: Harper Perennial.
[14] Johnson D.N., et al. 2021. Place-based motivations and normative beliefs predict pro-environmental behavior across involvement profiles. Journal of Outdoor Recreation and Tourism, 35. DOI:http://dx.doi.org/10.1016/j.jort.2021.100377
[15] Kesterson, K.D. 2013. The Relationships between `Push' and `Pull' Factors of Millennial Generation Tourists to Heritage Tourism Destinations: Antebellum and Civil War Sites in the State of Arkansas. Master Thesis. Arkansas: University of Arkansas,
[16] Klauss, K. X, Y, Z paaudzes, 2018. Available: at: https://www.vid.gov.lv/sites/default/files/4_x_y_z_paaudzes.pdf
[17] Koulopoulos, T. 2015. Gen Z and Predicting the Future of Technology and Behavior. Youtube, (9 August 2015). Available at: https://www.youtube.com/watch?time_continue=8&v=znggH2k7Y6Y&feature=emb_logo
[18] Metin, C. T. 2019. Motivations of nature-based tourists. In: Cakir, O. (ed.) ‘Travel Motivations: A Systematic Analysis of Travel Motivations in Different Tourism’, p.174-200. Germany: Lambert Academic Publishing.
[19] Pan, H., et al. 2021. How ecosystems services drive urban growth: Integrating nature-based solutions. Antropocene, 35. DOI: https://doi.org/10.1016/j.ancene.2021.100297
[20] Pendergast, D. 2010. Getting to know the Y generation. In: Benckendorff, P., Moscardo, G., Pendergast, D., Tourism and Generation Y, pp.85-97. Cambridge: CAB International.
[21] Prayag, G., Hosany, S., Muskat, B. and Chiapa, d. G. 2017. Understanding the Relationships between Tourists’ Emotional Experiences, Perceived Overall Image, Satisfaction, and Intention to Recommend. Journal of Travel Research, 56. DOI: https://doi.org/10.1177/0047287515620567
[22] Raunio, J.M. 2014. Understanding the travel behavior of generation Y. Master Thesis, Sweden: Mid-Sweden University.
[23] Robinson, T. 2017. The Generations. Career planer, 30 May 2017. Available: at: https://www.careerplanner.com/Career-Articles/Generations.cfm
[24] Rubene, Z. 2019. Researcher of Generations, Professor of the University of Latvia, Member of the Board of the Independent Education Association, Dr.paed., Mg. phil., interview on October 21, 2019.
[25] Venter, Z.S., et al. 2021. Back to nature: Norwegians sustain increased recreational use of urban green space months after the COVID-19 outbreak. Landscape and Urban Planning, 214. DOI:http://dx.doi.org/10.1016/j.landurbplan.2021.104175
[26] Volkova, A., Proskurova, I. and Yevsieieva, L. 2020. Study the attitude of the Ukrainian citizens to the environmental problems in the context of the theory of generations. ScienceRise: Pharmaceutical Science, 24: 2. DOI: http://dx.doi.org/10.15587/2519-4852.2020.201075
[27] Winslow, D. 2019. Are Generations Real? The History, The Controversy’. Youtube, [online video]. Available at: https://www.youtube.com/watch?v=J0Cj5PJPsEI
[28] Yousaf, A., Amin, I.C. and Santos, J.A. 2018. Tourists’ Motivations to Travel: A Theoretical Perspective on the Existing Literature. Tourism and Hospitality Management, 24: 1-14.
[29] Collage group. Essentials of Gen Z and Millennial Marketing, 2019. Available at: https://pages.collagegroup.com/Webinar-Recording-Fulfillment_LP-Recorded-Webinar-2019-05-01-Essentials-Z.html?fbclid=IwAR2iCUf7fNxsQcNN45M1dxQKXBEp5ZBQT1uyY2jg03yau0vhSVXYbMSnQQQ
[30] DAP. Īpaši aizsargājamās dabas teritorijas, 2019. Available at: https://www.daba.gov.lv/public/lat/dabas_aizsardzibas_plani/iĪADT/ (in Latvian)
Published
2021-09-10
How to Cite
MEZGAILE, Anda et al.
A Study on Youth Behavior towards the North Vidzeme Biosphere Reserve in Latvia.
Journal of Environmental Management and Tourism, [S.l.], v. 12, n. 5, p. 1171-1178, sep. 2021.
ISSN 2068-7729.
Available at: <https://journals.aserspublishing.eu/jemt/article/view/6344>. Date accessed: 25 apr. 2024.
doi: https://doi.org/10.14505//jemt.v12.5(53).02.
Section
Article
Copyright© 2023 The Author(s). Published by ASERS Publishing 2023. This is an open access article distributed under the terms of CC-BY 4.0 license.