The Wanderlust generation: determining factors on millennial consumers’ responses to travel advertisements

The purpose of the study is to determine factors influencing millennial consumers’ response towards travel packages and services advertised online. Analyzing data from the Philippines using the Partial Least Squares Structural Equation Modeling, results indicate that consumer awareness influences purchase decision while consumer awareness affects consumer perception. Moreover, consumer perception has a significant influence on purchase decision. The findings in this study can be the basis of managers and marketing communication practitioners for producing efficient online marketing communication programs, i.e., to launch informative advertisements that raise the millennial group’s awareness about travel offerings, advertisements that establish positive impressions, and advertisements that translate buying interest to actual purchase.