This study aims to investigate the impact of local government market orientation as perceived by Millennials on their intention to support tourism development. An online survey administered to a sample of 418 Millennials was designed for descriptive and causal data analyses. The results show that Millennials’ intention to support tourism is high and depends on perceived market orientation. In the proposed model, market orientation by local government directly predicts perceived benefits and attitudes, and indirectly, the intention to support. Economic benefits are not the only relevant benefits to Millennials.
