This research examines how novelty‐seeking and risk‐taking characteristics influence holiday dining preferences and travel style. The study did this by applying the International Tourist Role scale (ITR) and the Food Activity Preferences scale (FAP) in combination with visual imagery to simulate different cultural food settings and restaurant situations.
With regard to novelty‐seeking behavior and dining preferences, two distinct market segments were identified. The two clusters included organized comfort seekers and explorers. The findings highlight the differences between the two clusters with respect to their demographic profiles, travel styles, risk‐taking, and food preference decisions.
Western tourists account for the major proportion of the Chinese inbound market. The findings suggest that if the Chinese tourist management wishes to stay competitive and attract the growing Western inbound market, they should take both novelty seeking and risk taking into account for planning their marketing strategies to target the specific demographic group that they are endeavouring to attract. The managerial implications of the results obtained are discussed.
關聯:
Journal of China Tourism Research, Vol.5 no.4, pp. 364-387 JCTR
