Generation Y Hospitality Consumer in Macau To investigate how the price factor influences the Generation Y hospitality customer decision making in Macau. Objective:
To
review the literature on the hospitality customer decision-making process. To examine the factors influencing Generation Y when
making decisions. To analyze how important the price factor is to Macao Generation Y. To provide a possible recommendation for
the hospitality industry in their pricing strategy. This study aims to investigate generational disparities of Chinese Generation (Gen) X and Y tourists by examining their loyalty determinants in a luxury hotel setting. A survey of five-star hotel guests in Macau yielded 285 complete responses.
