Segmenting tourists to aboriginal cultural festivals: An example in the Rukai tribal area, Taiwan

Festivals are increasingly being used as instruments for promoting tourism and boosting the regional economy. Festivals are a type of cultural events and are travel attractions with unique features. Much research, undertaken from a variety of perspectives, exists on festivals. However, very few studies related to aboriginal cultures have been published. The main objective of this study is to profile tourists based upon their motives and demographic characteristics, as these traits are associated with attraction to aboriginal cultural festivals and other related activities. The research reveals that cultural exploration, among other motivational dimensions, is the most important factor attracting tourists to the aboriginal cultural festival. In addition, not all tourists have the same degree of interest in the festival cultural experience. Furthermore, motivational variables are found to be more important than demographic variables in explaining and segmenting visitors to an aboriginal festival.     

Activity Segmentation of the International Heritage Tourism Market to Taiwan

The heritage tourism market has developed from being regarded as a small niche segment to a mainstream market of considerable size. In Taiwan, diversified heritage resources hold considerable appeal to the international tourism market. Little research has been completed on international heritage tourists to Taiwan, so this study utilized Taiwan as a case study and examined international tourists to the destination. It first employed cluster analysis based on activity participation to segment the market and test for the existence of “heritage tourists”. Three groups of international tourists to Taiwan were identified and they were labelled as “heritage”, “shopping” and “non-specialists”. The heritage group had a high participation rate in visiting heritage relics (90.6%). The study also profiled tourists according to the reasons they travelled to Taiwan and socio-demographic variables. The heritage tourists and other activity participation groups were compared to reveal the major motivational and socio-demographic differences involved. The findings showed that “international heritage tourists to Taiwan” were a group of visitors with relatively younger ages, middle levels of income and higher educational levels. The study defined heritage tourists who indicated visiting heritage sites as part of their reason for visiting Taiwan as “motivated heritage visitors”. Other heritage tourists who participated in heritage activities, but did not list heritage tourism as a reason for visiting Taiwan, were defined as “heritage site visitors”. Finally, the study profiled the two groups of heritage tourists and compared them, with significant differences being found in ages and nationalities.     

Motivation and segmentation of the demand for coastal and marine destinations

Coastal and marine destinations offer a variety of activities for their visitors. The objective of this empirical study was, considering the above assertation, analyzing the segmentation of the demand for this kind of destination in terms of customer motivations. This project was an on-site investigation conducted in the city of Salinas, an important coastal and marine destination in Ecuador. The researchers used 385 questionnaires and analyzed them with multivariate statistical techniques. The results show six motivational factors: “Authentic coastal experience,” “Heritage and nature,” “Learning,” “Novelty and social interaction,” “Physical activities” and “Sun and beach.” The study also shows the existence of two different segments of visitors. The first group labeled “Beach lovers” formed by tourists who have high motivation in such aspects related to the sun and the beach, this group refers to the motivational dimension “sun and beach.” The second group, labeled “Multiple coastal motives,” grouped tourists who have high values in all the motivational dimensions. The findings of this research suggest the need for a more refined and complete brand that could attract not only beach lovers but also other segments of tourists motivated by the different activities and features that this coastal and marine destination can offer.     

Customer’s Perception of Familiness in Travel Experiences

Festival-goers (“festinos”) put time and effort into deciding to attend a festival, and the way they decide what to see and the length of time they take to decide vary greatly. To attract those who buy tickets for shows—sales of which are crucial for the survival of festivals—and to know when to start promoting the event, festival organizers and marketers need to know how far in advance the visitors make their decision to attend and what influences their decision. This study categorized 438 visitors to the Innibos National Arts Festival, South Africa, using a survey of their decision-making time. Four groups were identified, and labeled “spontaneous,” “limited,” “extended,” and “routine” decision-makers. These market segments can be taken into consideration in the festival's marketing campaign so as to attract visitors to a variety of events and help ensure the long-term sustainability of the festival.     

An Importance-Performance Analysis of Dining Attributes: A Comparison of Individual and Packaged Tourists in Taiwan

Utilizing an importance-performance analysis (IPA), this paper examines the importance and performance of dining attributes in Taiwan as perceived by individual and packaged tourists. This study obtained 435 samples including 180 individual tourists and 255 packaged tourists. The IPA grids indicated that “food hygiene and cleanliness of the restaurant” fell into the “concentrate here” quadrant in these two groups. In the same quadrant, “service quality of the staff” was identified in the individual tourists' sample and “food quality” was identified in the packaged tourists' sample. These are the main factors that need to be improved. Additionally, an independent sample t-test and Chi-square analysis were employed to examine any significant differences between the individual and packaged tourists and among different demographic profiles of tourists, respectively. Afterwards, a follow-up study interviewing the tourists was conducted to compare with the results of the IPA analysis. Implications for the foodservice industry, travel agency and academic research are discussed.     

How the introduction of concepts of energy saving and carbon reduction (ESCR) can affect festival visitors’ behavioural intentions: an investigation using a structural model

This study investigates the relationships across a behaviour model of festival visitors based on a major festival encouraging energy saving and carbon reduction (ESCR). Using the 2010 Taipei International Flora Exposition (Taiwan) as a case study, 275 visitors completed a questionnaire, the answers to which were assessed using a structural equation model to test the behaviour model and its six hypotheses. The results showed that behaviour intentions are the best predictors of “value orientation”, “motivation for visiting”, “visitor experience” and “attitude towards behaviour”. Specifically, a highly positive correlation between visitors’ motivations and their experiences was found, suggesting that the presentation of festival activities influences visitors’ perceptions. The ESCR curriculum design and pedagogy, especially the inclusion of reflective learning, was found to be very important for the successful planning of future events, as was green transportation using advanced, energy-saving vehicles and effective waste processing and disposal at the site. Prior studies have explored links between festival tourism and behavioural change, but have often focused on Western contexts; this study provides an Asian cultural setting. Suggestions are made for future research.     

A Cross-National Study of Motivational Determinants among Non-Resident Indian Visitors to Religious Centers in India

The purpose of this study was to make a comparison of religious motivations among NRI visiting at Sacred Sites in India, where millions of devotees visit every year. Twenty-six motivational items were factor analyzed, resulting in five underlying dimensions. The results show that no significant differences were found in motivations among NRI visitors from four countries, whereas significant differences were found between domestic and NRI tourists. Further, the results indicate that both visitors placed high ratings on the motivation factors of cultural immersion, novelty, and religious attraction, while they placed low ratings on seeking camaraderie and family togetherness. As a result, it is apparent that motivational bases differences will have a range of implications for marketing of religious tourism.     

A cross-cultural study of perceptions of medical tourism among Chinese, Japanese and Korean tourists in Korea

The purpose of this study is to observe factors related to perceptions of and possible participation in medical tourism by Chinese, Japanese, and Korean visitors to Jeju Island in Korea. It aims to identify cultural differences among them, and how those differences affect their pursuit of medical tourism in the future. The research results illustrate that significant differences exist in how Chinese, Japanese and Korean visitors view factors of choice, discomfort and preferred product items. The study establishes four factor groups regarding medical tourism with exploratory factor analysis. Based on these findings, differences of participation intention and behaviors among the three groups are explained. From this, the study describes distinct characteristics of medical tourism among the three cultural groups. The differences among Chinese, Japanese, and Korean tourists with regard to the selection of destination, inconveniences, and preferred products were found to be all significant. Korean tourists placed most significance on selection factors, followed by Chinese tourists, and, lastly, the Japanese. On the other hand, inconveniences related to medical and care services, stay and cost, and information and insurance elements were most strongly associated with Japanese tourists. This may be a reflection of a possible tendency of Japanese tourists to value safety and cost effectiveness. For Chinese tourists, the importance of stay and cost was equally high as those of their Japanese counterparts, which is indicative of Chinese tourists’ cost sensitivity. Light treatments (minor surgery) were preferred by Chinese tourists, while more significant treatments (major surgery) were preferred by Japanese tourists. In terms of aesthetic and healthcare services, Chinese tourists showed the most interest, while Japanese tourists placed emphasis on rehabilitation (lifestyle-related), which may reflect the Korean Wave’s influence in certain Chinese market segments, leading to an increased demand for cosmetic or plastic surgery.     

Factors Affecting Tourist Satisfaction with Theatrical Performances: A Case Study of The Romance of the Song Dynasty in Hangzhou,China

This study, for the first time, attempts to explore the factors affecting tourist satisfaction with a theatrical performance, The Romance of the Song Dynasty in Hangzhou, China. Four factors are identified to have affected tourist satisfaction: “Performance,” “Venue Environment,” “Service,” and “Stage Facilities.” These theatrical performance factors are examined to assess the relative influence on tourist overall satisfaction. Tourists have the highest satisfaction with “Stage Facilities” among all factors; however, “Service” is the most influential predictor of tourist overall satisfaction. Tourist demographic and travel characteristics toward these four theatrical performance factors reveal several significant differences. Discussions and implications are provided to theater operators to improve tourist satisfaction with theatrical performance not only in Hangzhou, but also in the whole of China.     

The Influence of Food Expenditure on Tourist Response to Festival Tourism: Expenditure Perspective

Festival tourism, which combines the theme of a festival with the local characteristics of an area, has become an extremely attractive marketing method in recent years. In addition, local food and beverages are items that many visitors enjoy consuming and that can become attractions in their own right. The aims of this study are: (a) based on expenditure theory, to explore how spending on food and beverages and other items such as accommodations and transportation influences intentions to revisit and make positive recommendation; and (b) to examine whether or not tourists with different lifestyles use or experience different sources of information, evaluation criteria and travel expenses. A questionnaire survey was conducted using visitors to the 2009 Penghu Sea fireworks festival, and 308 valid samples were collected. The results were as follows. First, food and beverages had a significant positive influence on revisit and recommendation intentions. Second, the total expenditure on a tourist visit had a significantly negative effect on revisit and recommendation intentions. Third, there were statistically significant differences with regard to information searching, evaluation criteria and tourism expenditure among tourists with different lifestyles. Based on these results, we can conclude that food and beverage expenditure during festival tourism is an important factor in whether or not tourists plan to revisit an area and recommend it to others. The findings also show that more tourists can be attracted if festivals are well suited to local conditions and characteristics (such as the availability of seafood in the example examined in this work).     

Spending Behaviors of Event Tourists

Abstract

Assessing the economic impact of a tourism event on a host economy often involves the estimation of average event tourist spending per trip/night. As event and destination marketers become more selective with their promotions, targeting prospective high-value tourists, it is important for them to know the spending characteristics of different types of visitors so that resources can be allocated to reach and influence event tourists who will most benefit the host economy. This study's findings of visitors to the 1999 Albuquerque International Balloon Fiesta reveal that tourists from communities nearer the host economy typically spend fewer net dollars than those from greater distances. First time event visitors spend considerably more than repeat visitors who have “been there, done that” and may not feel the need to do “that” again.     

Tourist demand characterization. Andean cultural festival Inti Raymi (Ecuador)

The present empirical work was carried out in situ and using a questionnaire it tries to analyze the demand of the “Inti Raymi” cultural festival, the motivations and satisfaction of its visitors. This festival is held once a year at the Archaeological Complex of Ingapirca located in the province of Cañar in Ecuador. It is a symbol of gratitude of the Andean community to the “Taita Inti” (Father Sun) and the “Paccha Mama” (Mother Earth) for the kindness to allow a good production and harvest of traditional products. During the investigation it was found that the main motivations for attending were: enjoy the culture of Ingapirca, attend an Andean Folk Festival, fun and relaxation. In addition, the results show a high satisfaction of the tourists in the Festival.     

CULTURAL DIFFERENCES IN SHOPPING FOR LUXURY GOODS: WESTERN,ASIAN, AND HISPANIC TOURISTS

This study examines the significant differences in shopping for luxury goods among Western, Asian, and Hispanic tourists and, in particular, the perceived importance of different types and characteristics of the luxury consumer and travel goods tourists buy on vacation. The results show that Western, Asian, and Hispanic tourists‐shoppers significantly differ in the perceived importance of luxury consumer and travel goods and their characteristics. Western and Asian tourists attach more importance to buying “gifts for others” than Hispanic tourists. Asian tourists attach more importance to buying “golf equipment,” “health spa/wellness treatment,” “luxury cruises,”and “luxury yachts/rentals” than Hispanic tourists. Western tourists attach more importance to “fine dining” than Hispanic tourists. Implications of the study results and recommendations for future studies are discussed.     

First-time versus repeat visitors to a music festival in South Africa

This research segmented visitors to Spring Fiesta, a music festival aimed at the House, Hip Hop and Kwaito music festival market in South Africa, based on the frequency of visits to distinguish between first-time and repeat festival attendees. A research survey was done over four years (2013–2016) and 788 visitor questionnaires were included in the analysis. Independent sample t-tests, two-way frequency tables, and Chi-square tests were used to analyze the data and segment first-time and repeat visitors based on socio-demographics, behavioral characteristics, and overall satisfaction and travel motivations. These differences should be considered when the festival program is designed and marketed.     

Social capital as a heuristic device to explore sociocultural sustainability: a case study of mountain resort tourism in the community of Steamboat Springs,Colorado, USA

This study investigates the feasibility of combining environmental protection and an agricultural revitalisation strategy which includes food tourism in two Danish national parks, Mols Bjerge and Skjern Aadal. Both the parks include significant agricultural holdings and, to a great extent, a “natural” landscape of farmed grassland and arable land. The international research literature documents that park administrations have tended to neglect the role of food and food-based experiences in parks, despite park visitors preferring more attractive eating facilities, purchasing opportunities and food-related interpretation. A survey of food producers and providers in Denmark revealed that traditional, productivity-oriented farmers tended to oppose the establishment of parks, holding the view that “sharing” the land with others diminished their competitiveness. While this view might hamper rapid progress in food tourism, the survey also discovered an emerging trend of small-scale food entrepreneurship, albeit on a fragmented and uncoordinated level. Tourism-oriented food entrepreneurs wanted to see joint marketing and labelling of food products along the lines of OECD's (Organisation for Economic Co-operation and Development) “new rural paradigm”. The study identified governance opportunities that could accommodate the wellbeing of both tourists and food producers, but which requires a proactive role from the national park authorities, especially in marketing and the development of events.     

Image Transformation for Mazu Pilgrimage and Festival Tourism

The aim of this article is to examine image transformation among tourists in regard to Mazu pilgrimage tourism in Taiwan. The focus is on examining the transformation in organic, induced and complex image dimensions targeting tourists; this study adopts one factor within-subjects ANOVA and systematic sampling as the methodology. A total of 297 samples studied shows that tourists exhibit significant differences in relation to the formation of 33 organic, induced and complex image items of Mazu pilgrimage. A summary of differential trends shows that tourists' perception of unique images (such as the 10 major ceremonies) is enhanced with information stimulation and tourists' actual visitation. Furthermore, tourism information stimulation has a significant effect on “psychological–common–individual attribute” images.     

The moderating effect of place attachment on the relationship between festival quality and behavioral intentions

The main purpose of the study is to examine an impact of festival quality on behavioral intentions and investigate the role of place attachment (PA) as a moderator between festival quality and behavioral intentions. Data were collected from the visitors of the 2013 Seoul Lantern Festival in South Korea. Results show that festival quality has a significant direct impact on behavioral intentions to revisit, spread word of mouth (WOM), and engage in pro-environmental behavior. The study also reveals that PA moderates the effect of festival quality on behavioral intentions, suggesting the differential impact of festival quality based on the level of PA. The study suggests that festival organizers may want to focus on program and esthetics to promote visitors’ return and positive WOM. Festival organizers may also want to customize quality management strategies based on visitors’ level of PA.     

Lifestyle Segmentation of Spa Users: A Study of Inbound Travelers to Hong Kong

Based on the increasing popularity of the wellness/spa trend and the growing numbers of inbound tourists to Hong Kong, it is crucial for spa industry experts to understand the ever-changing desires of consumers. The study aims to identify the lifestyle dimensions of international spa visitors to Hong Kong and to profile each segment based on their sociodemographic and travel characteristics. The study adopts a quantitative approach to segmenting international spa visitors in Hong Kong by lifestyle. The results of the lifestyle segmentation revealed five clusters of spa visitors. The segments are “health conscious and intellectual”, “average”, “family focused”, “pleasure oriented”, and “carefree”. It is found that the majority of travelers who visit spas in Hong Kong are health conscious and intellectual. In general, visitors prefer day spas, to visit with their partner or friends, and to enjoy body massage treatments.     

Investigating the motivation–experience relationship in a dark tourism space: A case study of the Beichuan earthquake relics,China

This study identifies implications of dark tourism and describes how tourists and destinations, which are principal collateral cores, define what constitutes “dark” travel. The study also examines the dimensions of dark tourism motivation and experience and finds that the former partly affects the latter. The exploratory factor analysis and confirmatory factor analysis aimed to examine why tourists approach and engage with disaster sites and how such experiences may affect tourists motivation and emotional reaction. It is the first paper that applies structural equation modelling to dark tourism research. We focus on the causal relationships between dimensions of motivation and experience, and the relationship that the emotional reactions effect on tourist experiences. We find that the curious visitors are likely to engage cognitively by learning about the incident or related issues and tourists' emotional reaction to the “dark” space influence more heavily emotional tourist experiences than cognitive experiences do.     

Green events,value perceptions,and the role of consumer involvement in festival design and performance

This study explores the dimensionality of event attendees’ “green” involvement in festival settings. Given growing interest in environmental issues, it explores relationships between eco-friendly services, and visitor perceptions, intentions, or choices, using the theory of involvement, and involvement–value relationship studies. Special attention is given to comparative advantages attained by events having green policies and practices, and to assessing how much attendees will pay for those practices through event spending. A green involvement scale was developed, tested, validated and refined, before being used at the major Macau Food Festival, obtaining a 406 person data set, which was analyzed by factor analysis and structural equation modeling. Results had both theoretical and managerial implications. There is a strong linkage between green involvement and perceived value. To obtain maximum comparative advantage, however, marketing efforts must focus on promoting green initiatives. For example, attendees who take an interest in and feel connected to environmental issues in their life will spend significantly more. Green design and waste management were the most important drivers of perceived green value, followed by green food and green environment and activities. Our findings show that festival attendees will pay 28% more for green food if they perceive the event offers them green values.