How to catch their attention? Taiwanese flashpackers inferring their travel motivation from personal development and travel experience

Abstract

ABSTRACTBackpackers first appeared in the seventeenth century. The twenty-first century has witnessed the rise of a new backpacker subculture given the changing times: one that is closely related to technology use is called flashpackers. The research discussed in this article explores the relationships between travel experience, personal development, and travel motivation of flashpackers. The study uses convenience sampling taken in the lobby of Taiwan Taoyuan International Airport. A total of 400 questionnaires were issued and 375 valid questionnaires were recovered; the rate of return was 93.8%. The results of this study are the following: (1) there are differences between travel experience and travel motivation for Taiwan’s flashpackers; (2) there is a relationship between personal development and travel experience of Taiwan’s flashpackers; (3) there is a correlation between personal development and travel motivation for Taiwan’s flashpackers; and (4) personal development moderately affects the relationship between travel experience and travel motivation for Taiwan’s flashpackers. This study contributes to the tourism industry by enhancing direct targeting of customers, and it provides hospitality and travel agency managers with the means to determine appropriate marketing strategies for flashpackers.