The complex cohort: a netnographic review of generation Y backpackers

This article uses exploratory netnographic analysis of 12 generation Y backpackers on an extended joint holiday in order to better understand and represent a rapidly emerging but underrepresented cohort. Insight is gained into a complex cohort with high expectations of leisure and tourism. Freedom and familiarity, challenge and indulgence, customisation and community, emerge as the themes which frame their often contradictory consumption. On the...