The Comparison of ASEAN Gen Y Traveling Behaviors: Implications for Tourism Policy Development

This article aims to compare the traveling behaviors of Generation Y (Gen Y) in the Association of Southeast Asian Nations (ASEAN) or ASEAN Member States and analyze tourism policies that address these behaviors. Drawing on literature reviews and related studies, it examines Gen Y’s travel tendencies, the tourism policies of ASEAN, and the integration of these behaviors into policy frameworks. Currently, Gen Y represents the largest demographic group and demonstrates distinct traveling behaviors compared to other cohorts. Most Gen Y in ASEAN engages in lifestyle and experiential tourism, often characterized as niche travel. Understanding Gen Y’s evolving demands and behavior is pivotal for formulating effective tourism policies aligned with economic and social objectives. Moreover, integrating these insights into policymaking can foster the development of an integrated tourism management framework, contributing to sustainable tourism growth in ASEAN. Highlights Development of a Comparative Thematic Framework: This research presents a new conceptual framework for comparatively analyzing Generation Y's travel behavior across ASEAN Member States through various dimensions such as motivation, activities, and decision-making influences. Strategic alignment between policies and behaviors: The research provides an in-depth analysis of how tourism policies across ASEAN countries are designed to meet the needs of Gen Y.