TY - THES AU - Grossmann, Elisabeth T1 - Generation Y T4 - adaptations needed in the hotel industry DA - 2016 CY - Chur PB - Hochschule für Technik und Wirtschaft HTW Chur A3 - Kogler, Aurelia AB - In recent years, Generation Y has quickly become a major segment of the tourism industry and has also a high spending potential. Thus, it is essential for tourism owners and operators to get to know the unique characteristics and expectations of those customers in order to be able to adapt their practices and cultures appropriately to meet the needs of this generation. According to this fact, the master thesis deals with the question, which adaptations are needed in order to win Generation Y as loyal customers. In order to reach this aim, a detailed literature analysis is done in a first step. This is followed by a structured and standardized online questionnaire via the social media platform Facebook to investigate the travel behaviour of Generation Y. In a further step, the results of the quantitative research are discussed with chosen experts in order to gain further ideas for adaptations. Out of the different information gathered recommendations for adaptations in the hotel industry are given. M3 - Masterarbeit Tourism M4 - Citavi ER -