Abstract

This paper uses quantile regression to investigate the travel mode and the shopping expenditures of over 7000 Chinese and Japanese tourists interviewed as part of the 2012-2013 Annual Survey Report on Visitor Expenditures and Trends in Taiwan. Results show that most Chinese tourists prefer to travel in group package tours, whereas most Japanese tourists prefer to travel independently. Both Chinese and Japanese tourists traveling in package tours purchase considerably more than individual travelers. Chinese visitors with high disposable income who travel in group tours had the highest shopping expenditures. Travelers over 40, those with college education or with higher income, and females had higher shopping expenditures than tourists in other demographics. Consequently, promotional marketing campaigns focusing on these travel segments could lead to significant increases in consumption and thus benefit Taiwan’s tourism industry and economy.

Highlights

  • Tourism is one of Taiwan’s most important industries

  • This paper uses quantile regression to investigate the travel mode and the shopping expenditures of over 7000 Chinese and Japanese tourists interviewed as part of the 2012-2013 Annual Survey Report on Visitor Expenditures and Trends in Taiwan

  • This study found that the majority of Chinese tourists (57.9%) who traveled to Taiwan chose a group package tour, whereas the majority of Japanese tourists (63.1%) preferred free independent travel

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Summary

Introduction

Tourism is one of Taiwan’s most important industries. According to the Taiwan Tourism Bureau, 9.9 million international tourists visited Taiwan in 2014—an increase of 1.9 million visitors over 2013 [1]. Previous year [2] [3]. The largest number of international visitors came from China (3,987,152), and the second largest number from Japan (1,634,790). It is predicted that Chinese tourists will spend a record 793 billion Chinese Yuan Renminbi (CNY) in Taiwan by 2017 and that the total number of Chinese tourists visiting Taiwan will reach 200 million by 2020 [4]

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