Visiting Friends and Relatives (VFR) Tourism Decisions Within Collective Cultures: Insights from Taiwanese Hosts Residing in Brisbane, Australia

Abstract

Academic interest in Visiting Friends and Relatives (VFR) tourism began during the 1990s, and yet, almost three decades have passed but the field remains one that is highly under-researched. Additionally, there is a scarcity of literature related to VFR tourism within an Asian context. This is somewhat surprising, given that Asian travellers have identified VFR tourism as a common reason for travel. This chapter seeks to elucidate further insights on the VFR tourism phenomena from Taiwanese perspectives touring around Brisbane, Australia. Findings from 94 Taiwanese VFR hosts highlight the manner in which VFR tourism decisions take into consideration the role of collective cultures. The influence posed by collective cultures provides a useful basis to unpack the specific actions taken by the VFR hosts over the duration of their travel experience. Outcomes of the research can likewise guide managerial practices in terms of how to customise suitable itineraries in support of memorable VFR tourism experiences.