Identity-Driven Tourism Marketing for Millennials: Aligning Destination Branding With Values and Self-Expression

Abstract

This chapter explores identity-driven tourism marketing, focusing on aligning destination branding with the values and self-expression of millennial travelers to enhance engagement and satisfaction. Millennials prioritize experiences, personal values, and digital connectivity, seeking destinations that resonate with their identities. The chapter integrates self-congruity theory, destination branding, and millennial consumer behavior to analyze travel motivations and preferences. Key concepts like authenticity, sustainability, social responsibility, and digital engagement are highlighted as crucial in creating meaningful connections. The role of social media in facilitating self-expression and community building among millennials is also discussed. Case studies illustrate successful marketing campaigns, demonstrating that aligning destination branding with millennial values is a strategic approach to engaging this influential demographic in the digital age.