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Recreation Matters: Estimating Millennials’ Preferences for Native American Cultural Tourism

Author

Listed:
  • Ryan A. Fitch

    (W.A. Franke College of Business, Northern Arizona University, P.O. Box 15066, Flagstaff, AZ 86011, USA)

  • Julie M. Mueller

    (W.A. Franke College of Business, Northern Arizona University, P.O. Box 15066, Flagstaff, AZ 86011, USA)

  • Rebecca Ruiz

    (OMNI Institute, 899 Logan St., Suite 600, Denver, CO 80203, USA)

  • Wade Rousse

    (Office of the President, McNeese State University, 4205 Ryan St., Lake Charles, LA 70605, USA)

Abstract

Millennials (persons born between 1981 and 1996) comprise a substantial and growing proportion of tourism consumers in the US. Rural economies, especially Native American communities, focused on casino revenue are faced with the challenge of sustainable economic growth in a millennial-dominant, post-COVID-19 pandemic economy. We estimate millennials’ willingness to pay for proposed cultural tourism scenarios using a discrete choice experiment on federally recognized tribal land in Arizona, US. We find strong preferences among millennials for guided recreational experiences, including horseback riding, hot spring visits, hiking, and cooking classes. With a changing demographic of potential visitors and a marked need to incorporate indigenous voices for the future of sustainable tourism, our results provide insight for future economic growth opportunities in cultural and natural resource tourism for Native American and rural communities.

Suggested Citation

  • Ryan A. Fitch & Julie M. Mueller & Rebecca Ruiz & Wade Rousse, 2022. "Recreation Matters: Estimating Millennials’ Preferences for Native American Cultural Tourism," Sustainability, MDPI, vol. 14(18), pages 1-11, September.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:18:p:11513-:d:914715
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    References listed on IDEAS

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    1. Alma Pentescu, 2016. "Millennials, Peer-to-Peer Accommodation and the Hotel Industry," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(2), pages 262-267, February.
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    7. Louviere,Jordan J. & Hensher,David A. & Swait,Joffre D. With contributions by-Name:Adamowicz,Wiktor, 2000. "Stated Choice Methods," Cambridge Books, Cambridge University Press, number 9780521788304, November.
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    Cited by:

    1. Precious Chikezie Ezeh & Kaitano Dube, 2024. "Willingness to Pay in Tourism and Its Influence on Sustainability," Sustainability, MDPI, vol. 16(23), pages 1-16, December.
    2. Slavi Georgiev & Venelin Todorov, 2023. "Efficient Monte Carlo Methods for Multidimensional Modeling of Slot Machines Jackpot," Mathematics, MDPI, vol. 11(2), pages 1-18, January.
    3. Lili Pu & Xingpeng Chen & Li Jiang & Hang Zhang, 2022. "Spatiotemporal Characteristics of Coupling and Coordination of Cultural Tourism and Objective Well-Being in Western China," IJERPH, MDPI, vol. 20(1), pages 1-21, December.

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