Changing lifestyles through generations: the case of active sports tourists in mountains

Abstract

Mountains are visited by different generations of tourists; therefore, generational studies are important for understanding psychological differences and behaviours of mountain tourists. This study aimed to determine if lifestyles of mountain tourists differ based on generation, gender, and membership in a mountaineering organization. A quantitative approach was used with a convenience sample of 407 respondents in Slovenia. The research was carried out on sports tourists who spend the night outside their place of residence and visit a 1st category hut in the Slovenian mountains, including Baby Boomers, Generations X, Y and Z. Results show a moderate correlation between generation and lifestyle. There are no statistically significant gender-based lifestyle differences but there are significant differences between members and non-members of mountaineering associations. The identified lifestyle factors align with previous studies and highlight differences between generations. Younger generations exhibit more optimistic and thoughtful lifestyles. Also, mountaineering associations play a role in promoting active lifestyles among members. Lifestyle is a crucial aspect of tourism behaviour, influenced by generational differences. Understanding these differences is essential for developing targeted tourism strategies. Lifestyle can also be viewed from the perspective of sustainable development, as the concept of lifestyle is often seen as something that needs to be changed to achieve sustainable development. Modern tourists embrace their healthy lifestyle through hiking in the mountains, as the number of hikers, mountaineers, and climbers continues to rise yearly. Therefore, future research could explore lifestyle differences in other countries and seasons, offering insights into sustainable mountain tourism development.