Young travelers: culture's lovers and crowdfunding supporters

Purpose: The purpose of this paper is to investigate the importance of culture as a motivator for young generations to travel and their willingness of using crowdfunding to sustain culture. Design/methodology/approach: Using a mixed-methods sequential exploratory design and through a quantile regression analysis for count data, a sample of 1,721 Italian young people is examined. Findings: The analysis reveals that culture is a significant factor for a trip’s motivation among young generations and crowdfunding represents a key alternative instrument for financing culture. Originality/value: The research fills the gap in extant literature by clarifying the role of culture in the choice of a touristic destination by young generations. This is a significant achievement since understanding the motivations is crucial to attract tourists at a specific destination and it represents a relevant insight for policy makers.