Edinburgh Napier University

  Studies on generation cohorts and tourism have been an ongoing and active subject in the academic world. Whilst links between generation cohorts and tourism are emerging, there seems little work that discusses generational change and its influence on consumption trends which relates to the search for spiritual fulfilment through tourism. Hence, this chapter provides a conceptual clarification of the difference in how Millennials, compared with their Generation X siblings, identify and define the transformation of self through tourism. Two significant trends are discussed: from the quest for object-related authenticity to the quest for activity-related authenticity; and from transformative experience as an outcome to transformative experience as a process. The findings of this chapter, in general, indicate clearly that the different lifestyles and values that exist in the different generations lead to differences in consumption patterns in tourism. Above all, Millennials are aided by their inner-directed focus on the search for spirituality, rather than the focus on the religion of the Generation X. This comparative assessment of transformative experiences of the different generations of youth provides an avenue for the travel industry to anticipate any changes of emphasis among future youth generations to enable them to better serve the upcoming generations of youth travellers driven by spirituality.