Scale Development and Validation of Generation Y's Travel Purchasing Behavior (<scp>GenYpurch</scp>)

ABSTRACT Although generations and their purchasing behavior in tourism have been obtaining increasing scholarly attention, the researchers concentrated more on comparative studies. The present study indicates that Generation Y is keen on technologies such as mobile applications while shopping, etc., and they are the major working group of the world, as indicated in the study. Hence, the study argues that there is a need for a comprehensive and multi‐dimensional scale that can be used for only Generation Y because of their mentioned dominance. Adopting both qualitative (20 participants) and quantitative approaches, this study proposes a travel purchase conceptualization of Generation Y. The proposed GenYpurch scale is validated through several content validity check approaches and two rounds of survey data (1000 participants). The scale, verified with seven factors and 31 items as a result of the mixed method, was also tested externally through non‐parametric Kruskal–Wallis by directing it to 393 participants.