Modeling International Travel Arrangements for Taiwanese Travelers: Potential Fits

Abstract

This paper presents a choice model of international travel arrangements for potential Taiwanese FIT (Foreign Independent Travel) travelers. Previous studies were based mostly on package vacations, with little attention given to FIT travelers. Recent years have indicated a transition toward FIT. Since this transition is likely to continue, it is important for travel and tourism organizations and for marketers to understand FIT individuals. This study distinguishes potential FIT travelers from non-FIT travelers, identifies variables useful in making this prediction, and provides recommendations to travel and tourism organizations of host countries. The findings indicate that Taiwanese FIT travelers are likely to be younger, male, highly educated, budget conscious, travel with a larger party size for purposes of meeting interesting and friendly local people, stay for longer periods of time, and have taken many trips in the last three years that in volved spending at least four nights away from home.     

Activity Based Segmentation on Pleasure Travel Market of Hong Kong Private Housing Residents

Abstract

If selection of activity types like outdoor sports, entertainment and sightseeing by the travelling public is better understood, more efficient marketing planning strategies can be developed to suit target markets, attract new target markets or increase customer volume in off-peak periods. In the present study, activity based segmentation was used to identify four groups of Hong Kong private housing travellers. They were ‘Sightseeing,’ ‘Outdoor Sports,’ ‘Entertainment and Outdoor Activities,’ and ‘Friends/Relatives Visiting.’ Statistically significant differences among activity-based clusters were found in socio-economic, demographic and trip related variables. Results showed that activity segmentation was a viable approach and that implications existed for packaging and programming, training programmes and promotional materials when targeting the pleasure travel market of Hong Kong.     

A Comparison of Long-Haul and Short-Haul Business Tourists of Hong Kong

A number of studies have demonstrated the impact of distance on the volume, profile and behavior of pleasure tourists. To date, none has examined the effect of distance on business tourists, even though they represent a significant share of all travel. Distance exerts two inter-related effects on travel. The decaying effect on demand with increased distance is well established. Distance also acts as a “filter”, advantaging some groups for short-haul travel and effectively excluding others from long-haul travel. This filtering effect results in substantially different observed behavior between short and long-haul pleasure markets. This study examines the filtering effect of distance on tourist profile and subsequent behavior of business travelers who visited Hong Kong. The sample includes eight short-haul and six long-haul markets. Substantial differences are observed in the profile and resultant behaviors of the two cohorts, although the differences are more subtle among business tourists than pleasure tourists.     

International Travelers from Taiwan

Abstract

Taiwanese outbound travel market has been continuously growing but little in-depth research has investigated this market. This study uses discriminant analysis to examine Taiwanese outbound travelers whose travel philosophy is strongly oriented toward inclusive package vacations versus those who are not through their sociodemographics, travel characteristics, and benefits pursued variables. The results indicate that philosophy is a useful way to separate groups and that Taiwanese inclusive-package travelers tended to be female, older, with lower incomes, and less well educated. They usually seek a ‘Show and Tell,’ ‘Cost,’ and ‘Environment and Scenery’ benefits, spend more money on trips, and travel in larger groups. These findings can assist travel and tourism related organizations in developing packages and marketing strategies.     

A Cross-Cultural Comparison of Travel Push and Pull Factors

Abstract

Tourism marketers are confronted with the dilemma of whether standardization or the tailoring of services, products and marketing programs for specific markets is more effective and efficient. It remains to be addressed in tourism research whether travelers from varying cultural backgrounds seek different travel benefits and have different preferences for travel products and services, and to what extent they are similar in their travel behaviors. This research study used national household travel surveys conducted by the Canadian Tourism Commission and U.S. Tourism Industries for a cross-cultural comparison of two different countries, the United Kingdom (U.K.) and Japan. Results showed that travelers from these two countries had different travel motives and benefit-seeking patterns. From a marketing perspective, the branding and positioning of a destination for U.K. and Japanese long-haul travel markets will be more effective if the destination marketing organization (DMO) projects different images within its advertising campaigns. These images should reflect the different travel motivations and benefits desired by the two groups of travelers.     

Nature-based Tourists: The Relationship Between their Trip Expenditures and Activities

This paper investigates the relationship between four groups of trip activities and the daily expenditures of a sample of visitors at two nature-based attractions in Northern Norway. The paper also examines some other potential factors by adopting a widely utilised twofold segmentation approach: light versus heavy spenders. The results of the logistic regression analysis indicate that there is a significant relationship between the importance attached to travel activities by nature-based tourists and their daily expenditure on a current trip. More specifically, the more individuals consider visiting historic/cultural sites as an important activity on their journey, the more likely they are to be light spenders, whereas the more they consider ‘challenging nature-based activities’ as important, the more likely that they will be classified as heavy spenders. The investigation additionally finds that travel motives, though to a lesser degree, when taken in tandem with variables such as trip length, trip purpose, age and household income, influence nature tourists’ daily expenditure.     

The Leisure Behavior Paradox

Abstract

The literature does not fully explore why some people do not like to travel for pleasure. This exploratory study uses a secondary database to explore those who respond that they do not really like to travel for pleasure. The study then profiles those who travel and those who do not travel. Implications for the travel industry are discussed.     

Advancing Destination Competitiveness Research

Abstract

This paper presents findings of a completed research project on the competitive position of Turkey vis-à-vis five countries in the Mediterranean basin: Spain, Italy, Greece, France and Cyprus. These partner countries are self-selected by foreign tourists and service providers (hoteliers, travel agents or tour guides) as the direct competitor to Turkey. The discussion of findings is based upon the analysis of data gathered from 1,086 respondents through a six-week period in the summer of 2004. Findings obtained from the two groups were then compared to each other using t-test. Results suggest that both foreign tourists and service providers are homogeneous to suggest that Turkey is stronger on the friendliness of local people, but is weaker on the physical distance to the target markets and the effective using of methods for promotion and advertising. The detailed assessment of findings and implications is also discussed.     

Effect of cultural distance on tourism: A study of pleasure visitors in Hong Kong

ABSTRACT

This article investigates the effect of cultural distance on pleasure visitors, mainly vacation overnight visitors, in Hong Kong. Secondary data on 10 source markets are extracted from the annual report of visitor profile 2014 published by Hong Kong Tourism Board (HKTB). The data are compared to recognize the influence cultural distance can have on visitor profiles and trip characteristics, including travel patterns, expenditure, and satisfaction levels. Deteriorating effects ascribed to cultural distance are clearly observed in the following three important aspects: repeated visit, length of stay, and expenditure; however, these effects do not extend to all aspects. Therefore, cultural distance may be used to complement physical distance in order to explain the tourist flow, and it should be further studied.     

Analysis of motivation,travel risk,and travel satisfaction of Taiwan undergraduates on work and travel overseas programmes: Developing measurement scales

Travel is an increasingly important aspiration for young people around the world. In order to explore other places and their culture, and to relax, have fun, and save money to travel, combining overseas work and travel is now a popular young students' activity. Such student travel has a history of 30 years and in 2011 7 countries have permitted a work and travel visa to be issued to Taiwanese students. Every year almost over 3000 Taiwanese young people travel overseas, especially to the United States of America, South Africa, Australia, New Zealand and Japan, to both work and travel in those countries. There they can improve their language skills, expand their international viewpoints and experience different cultures. This study looks at the relationships between work and travel overseas motivations, perceived travel risk and satisfaction for young people, and uses a sample of 151 Taiwanese undergraduates working and traveling in the U.S.A., Australia and New Zealand during 2008 to 2010. Three hypothesized relationships are examined with reference to perceived risk, motivation and satisfaction and measurement scales are proposed.     

Mediating the Effects of Natural Disasters on Travel Intention

SUMMARY

Emotional correlates of affective reactions towards a natural disaster and their influence on future travel intention to seaside destinations were explored using the PAD (Pleasure-Arousal-Dominance) Emotion Model. The results from a structural equation modeling process support the proposition that a natural disaster influences significantly the affective responses to the emotional states of pleasure, arousal and dominance. The PAD affect changes in return impact to varying degrees the intentions of a traveler to visit a seaside destination. The pleasure domain is found to exert the strongest impact on intention. Practical implications for tourism recovery are elaborated.     

Tourism Markets and Marketing in Sarawak,Malaysia

Abstract

A multi-scale approachs is used to analyze issues of markets and marketing with regard to the emerging destination of Sarawak in Malaysia. In particular, an analysis of market profiles and travel patterns reveals marked differences in the demand for tourism in Sarawak and in peninsular Malaysia and suggests different strategies might be needed for marketing the state. Issues of state marketing within a federal system are then explored.     

Distinguishing the Destination Choices of Pleasure Travelers from Taiwan

Abstract

This study examined whether the destination choices of Taiwanese outbound travelers could be differentiated by their so-ciodemographics, travel characteristics, and benefits pursued. Using discriminant analysis, the results revealed that the choice of outside of Asia-Pacific region destinations was positively related to income level, education background, length of trip, party size, trip expenditure, inclusive package, and the benefit of ‘Value and Lifestyle’ of a Taiwanese traveler. ‘Safety Net,’ ‘Cost and Experience,’ and ‘Budget Travel’ were benefits pursued by within-Asia travelers. These findings can assist travel and tourism related organizations in developing marketing programs.     

Stopover destination image – perceptions of Dubai,United Arab Emirates,among French and Australian travellers

ABSTRACT

This study reports a rare investigation into the phenomenon of stopovers during long-haul international travel. Although destination image has been one of the most popular topics in the tourism literature, there has been a lack of attention by researchers regarding the context of stopover destination image for long-haul international air travellers. Indeed most studies have measured destination image without explicitly stating any travel context. A mixed methods approach in two geographically distant markets yielded externally valid findings. This study commenced with a qualitative stage in two countries to elicit attributes deemed salient to individuals when considering an international stopover. Attributes elicited from the two samples were triangulated with the most common themes reported in the destination image literature. A set of 29 attributes was then tested in two online surveys involving 777 consumers in Australia and France. The study highlights the value of engaging with consumers in a qualitative stage, to design a context-specific destination image questionnaire. By using this approach, 12 potentially determinant attributes of stopover destination attractiveness were identified, eight of which have not been commonly used in destination image studies, and one of which represents a new destination image attribute in the literature.     

Quality Selection Criteria of Travel Intermediaries

ABSTRACT

The study explores the selection criteria conducted by travel agencies, evaluating travel intermediaries (destination tour operator) founded on the visionary perspectives of product managers and front-line employees (tour leaders) of Taiwanese travel agencies. Statistically, data accumulated from the 36 product managers and 36 tour leaders by the critical incident technique indicates that local coaches, drivers, and local guides are monumental on group package tour (GPT) service sectors. Meanwhile, another critical issue being scrutinized is the selection scenarios, as to which prices are exponentially executed by product managers, whereas tour leaders tend to be destination tour operator qualities-oriented fundamentally. In order to enhance the destination tour operator service qualities, the research conducts relatively objective selection criteria in selecting the well-qualified and appropriate travel intermediaries as commissioners on the cutting edge travel agencies domain. More substantially, the revealed scenarios of destination tour operators supply the populously rivalous market, China, a relatively credential reference on selecting the well-suited Travel Intermediaries.     

Partnerships in International Travel and Tourism Marketing: A Systems-Oriented Approach Between Australia,New Zealand,Germany and the United Kingdom

Abstract

Little empirical research has been conducted about international partnerships between travel and tourism organisations, airlines and their intermediaries such as wholesalers and travel agents. Nevertheless, these partnerships are important because tourism is becoming more international and most destinations have to compete at a global level. Moreover, both producers and intermediaries are increasingly using information technology to increase their knowledge and relationship with customers. Thus this research set out to develop and empirically confirm a systemic model of these partnerships and four related research objectives. The methodology involved multiple case studies based on in-depth interviews with key players in Australia, New Zealand, the United Kingdom and Germany. The first outcome is a confirmation of the systemic model. In addition, the findings show the reasons for engaging in partnerships and the scope for further partnerships among the industry players. As well, the findings show that while ‘disintermediation’ may occur because of the advancement of communication technology, the linkages between travel and tourism organisations, airlines and intermediaries are still significant. Our framework can assist public and private travel and tourism organisations to mutually develop and manage marketing strategies and tactics for overseas markets.     

Analyzing Destination Images: A Perceptual Charting Approach

Abstract

Heterogeneity of perceptions is a neglected issue in market segmentation studies. Only recently parametric approaches toward modeling segmented perception-preference structures such as combined MDS and Latent Class procedures have been introduced. A completely different nonparametric method is based on topology-sensitive vector quantization (VQ) for consumers-by-brands-by-attributes data. It maps the segment-specific perceptual structures into bar charts with multiple brand positions exhibiting perceptual distinctiveness or similarity. A brief introduction into the VQ methodology is followed by a sample study on three urban destinations competing on the world travel markets. City images serve as the underlying behavioral constructs. Preferential data are based on respondents' comes-closest-to-ideal-city judgments and incorporated into the perceptual positions of city profiles. Perceptual charting works on two levels of aggregation named prototypes and perceptual sub-structures. The results demonstrate how this method prevents the analyst from drawing erroneous conclusions due to uncontrolled aggregation.     

A Typology of Tourists from a Different Angle

Abstract

Over the years, academics have attempted to develop typologies that distinguish between various types of tourists. There is, however, general consensus that these taxonomies suffer from several weaknesses. In particular, they are based on a priori theoretical assumptions that rely on just one or very few dimensions, such as numbers of tourists. In remedying these shortfalls, the current paper proposes a new typology of tourists grounded in a two-fold empirical research that contrasts two opposite types of tourists, namely, solitary travellers and group tourists. Two separate qualitative pieces of fieldwork were carried out in order to obtain the necessary data from solitary travellers and group tourists in Norway. The comparison, based on psychographic variables (travel philosophy, travel motive and personal values), suggests that tourist experiences vary along a continuum of individualistic/collectivistic orientation. The solitary traveller represents an individualistic-oriented person whereas the group or package tourist typifies a collectivistic-oriented person. Each of these categories may further include a variety of tourists depending on their degree (i.e., low or high) of individualistic or collec-tivistic orientation.