Australians' Holiday Decisions in China: A Study Combining Novelty‐Seeking and Risk‐Perception Behaviors

Abstract

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. 本文旨在研究寻求新奇及冒险的性格对度假用餐偏好及旅游形态的影响。为达到此目的，本文利用国际游客角色(ITR)等级及用餐行为偏好(FAP)等级，再结合视觉表象模拟不同文化的食物设置和餐厅环境。 本文针对寻求新奇行为和用餐偏好两方面，确定了两个截然不同的市场区隔，分别是安排得当、追求舒适的游客和爱探险的游客。研究结果显示两者在人口统计特征、旅游形态、冒险和食物偏好上存在差异。 西方游客是中国入境旅游市场的主要部分。研究结果显示，若中国的旅游管理层要保持竞争力及吸引与日俱增的西方入境游客，在设计市场策略时需要考虑寻求新奇及冒险这两项内力以针对特定的人口组群，从而吸引他们到中国旅游。最后，本文进一步讨论该研究结果对旅游管理层的启示。