The Motivation Factors for Chinese Female Tourists to Participate in ‘Pin’ Themed Afternoon Tea at Luxury Hotels in Macau from the Sharing Economy Perspective and Self-Determination Theory

Abstract

ABSTRACT The sharing economy has changed the consumption pattern of hospitality services. This study explored a new situation under the sharing economy service – the “Pin” afternoon tea (a form of group purchases) – and determined consumers’ motivations for participation. Qualitative research was conducted in the context of the sharing economy theory and self-determination theory. The results of interviews with 11 Chinese female tourists revealed nine motivation factors in five main dimensions (financial benefits, social benefits, sustainability, enjoyment, and novelty) of “Pin” afternoon teas: cost saving, product scarcity, expanding the circle of friends, social status, environmental consciousness, enjoying the processes, enjoying the foods, enjoying the environment, and experiencing new things. This study contributes to hospitality research by indicating how a niche market (Chinese female tourists) is motivated by a new sharing economy model (the “Pin” afternoon tea). Knowing these motivations may help the hospitality industry formulate appropriate strategies to speed tourism recovery.