En quête de la 'génération C'

This article provides observations on the evolution of tourism and tourists. It suggests six key factors that have changed professional and social practices. The advent of a new type of consumer, “Generation C”, is discussed both as an object of study and as a new analytical framework for the study of tourism. Strategic and operational marketing research must find new methods to measure and document this evolution, and to provide private and public tourism organizations with the tools to change and satisfy the new generation of travellers. The role of marketing research is to understand those new consumers, to propose new evaluation measures, and to guide business change.