Understanding Wedding Preferences of the Millennial Generation

• Autores: Eunha Myung, Katie Smith
• Localización: Event management, ISSN 1525-9951, Vol. 22, No. 5, 2018, págs. 693-702
• Idioma: inglés
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• Resumen

  • This study examined the wedding preferences of the Millennial generation, specifically Millennial females, by focusing on their preferences for the wedding ceremony and reception venues, food and beverage options, and the most influential sources for wedding detail ideas. The study found that a religious space was the most popular wedding ceremony venue and preferred types of wedding reception venues were a hotel and a banquet hall. Preferred food and beverage purchasing options included traditional sit-down dinner style of reception along with an open bar. The website Pinterest was a key communication and social marketing tool for companies to interact with Millennial women regarding wedding-related information, inspiration, products, and services.