What Determines Destination Choice of Bridal Photography Tourists?

Abstract

ABSTRACT Bridal photography tourism as an Oriental Style of honeymoon traveling is recognized as a unique cultural phenomenon in China. This study attempts to identify the factors that are significantly related with bridal photography tourists’ destination choice through binary logit regression analysis. The results indicate that metropolises are more attractive to relatively senior couples planning to shop for wedding stuff. Regional and cultural differences are the key factor for provincial cities to catch the eyeballs of young couples. Ancient towns with a romantic atmosphere are beneficial for couples to seek fun and happiness. In terms of coastal destinations, pre-wedding travelers tend to trust the professional photography service provided at domestic seaside cities. Tropical islands located in Southeast Asia are able to satisfy the needs of gaining prestige. A niche destination mainly serves the purpose of creating extraordinary bridal photos. Additionally, photography cost is significantly more influential than other trip characteristics in determining the attractiveness of a bridal photography destination. The findings of this study can be useful to destination marketers in the effort to capture Chinese bridal photography tourists with corresponding marketing plans and strategies.