Impact of Tourism Openness Across the Taiwan Strait: Perspective of Mainland Chinese Tourists |
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Authors: | Shangzhi Qiu Mimi Li Zhuowei Huang |
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Institution: | 1. School of Hotel and Tourism Management, The Hong Kong Polytechnic University, 17 Science Museum Road, TST East, Kowloon, Hong Kong SAR;2. Department of Recreation, Sport and Tourism, University of Illinois at Urbana-Champaign, 104 Huff Hall, 1206 South Fourth St., Champaign, IL, USA |
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Abstract: | ABSTRACTMillennials, who are different from the older generations in leisure and consumption propensities, constitute more than 30% of the global population. The increase in the proportion of millennials in the population has motivated national museums in Korea to implement a new operational strategy for attracting this generation. Using data envelopment analysis, this study reveals that Korean millennials are more interested in special exhibitions and participatory events compared to the earlier generations. The results also indicate that enhancing the overall revisit rate significantly improves the overall performance of national museums. This study is expected to help museums and event organizers to establish differentiated operational strategies according to visitor types for “what service should be provided for whom.” |
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Keywords: | cross-strait tourism peace two-track diplomacy tourism impact |
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