This chapter reviews the institutional seasonality phenomenon in Asian outbound tourism. Eight key Asian countries were selected for investigation. Secondary data and archives…
Abstract
This chapter reviews the institutional seasonality phenomenon in Asian outbound tourism. Eight key Asian countries were selected for investigation. Secondary data and archives from official tourism authorities and government reports are used as the information sources for the holiday systems and the celebrations for the cultural festivals. Four categories of holidays shaping the outbound seasonality patterns (universal holidays based on Gregorian calendar, Chinese culture-based holidays, religious festivals, and school holidays) are identified across the eight countries. Particular observances for those key cultural and religious holidays are highlighted. The opportunities and challenges for destination managers and tourism businesses to capitalize on and support peak outbound Asian seasonality are discussed.
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Breda McCarthy, Hong-Bo Liu and Tingzhen Chen
The purpose of this paper is to identify the factors driving the adoption of “green innovations” notably green food and certified organic food and to examine the attitudes of…
Abstract
Purpose
The purpose of this paper is to identify the factors driving the adoption of “green innovations” notably green food and certified organic food and to examine the attitudes of Chinese consumers towards genetically modified food.
Design/methodology/approach
A mixed methods approach was used. A total of 402 consumers responded to a structured questionnaire and 58 consumers responded to a survey designed to gather qualitative data. Data analysis involved content analysis, the probit model, frequency distributions and the t-test for two unrelated means.
Findings
This study shows that affluent, middle class Chinese citizens are opting out of the conventional food market. There is a gender divide, with men showing a preference for green food and females showing a preference for certified organic food. Certified food purchase is associated with demographic variables, such as income, education, age, gender, presence of young children, household size, living in developed cities and overseas experience. A follow-up study shows that the absence of genetically modified organisms (GMOs ) motivates the purchase of organic food. Overall, the results suggest that Chinese consumers are turning towards certified food for health reasons and are sceptical about genetic modification (GM) food.
Research limitations/implications
This paper provides some insights into how Chinese consumers view innovations in the food sector. The study found that almost half of the sample is unaware that the concept of green food is different to that of organic food. The priority for the certified organic industry is to address this lack of knowledge and clearly explain what certified organic food is and how it differs from green food. Small-scale farmers could use consumer aversion to GMOs as a promotional tool. The ultimate goal of this paper is to help marketers better promote certified organic food, but inferences can be drawn in terms of Chinese sustainable consumption. Negative attitudes towards genetically modified foods exist due to human health concerns. Hence, Chinese policy makers need to confront these perceptions, real or perceived, if they wish to maintain public trust in biotechnology.
Practical implications
Based on the qualitative data, stressing the GM-free status is likely to enhance sales since there appears to be a segment of consumers that distrusts GM technology.
Originality/value
The contribution of this research lies in examining what drives the adoption of “green innovations”, notably green food and certified organic food in China. This research is important given that little is known about what Chinese consumers think of, and how they react to, innovations in the agro-food value chain.
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Tingzhen (Jane) Chen and Philip L. Pearce
Consistent exposure to sunshine with high ultraviolet values has significant negative effects on human skin. Key risks include melanoma and the rapid onset of signs of ageing. For…
Abstract
Consistent exposure to sunshine with high ultraviolet values has significant negative effects on human skin. Key risks include melanoma and the rapid onset of signs of ageing. For Chinese, these are viewed as undesirable, because their genetic legacy predisposes them to greater numbers of skin blemishes and because darker shades are culturally and socially viewed as less attractive. Properties in sunshine locations may need to modify aspects of their infrastructure and service delivery to meet the needs of the globally influential Chinese market. Shaded spaces, new activities, scheduling of experiences in the early morning, evening and at night, are all a part of the required innovations in experience design.
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Hong Bo Liu, Breda McCarthy, Tingzhen Chen, Shu Guo and Xuguang Song
– The purpose of this paper is to examine how the Chinese wine market can be meaningfully segmented and to explore marketing implications for the Australian wine sector.
Abstract
Purpose
The purpose of this paper is to examine how the Chinese wine market can be meaningfully segmented and to explore marketing implications for the Australian wine sector.
Design/methodology/approach
The research is descriptive in nature, using an online survey to collect quantitative data on wine consumer behaviour. A total of 407 responses were obtained. Data analysis included descriptive analysis (frequency distributions) and cluster analysis.
Findings
The research identifies three clusters of wine consumers: “the extrinsic attribute-seeking customers”, “the intrinsic attribute-seeking customers” and “the alcohol level attribute-seeking customers”. These groups of consumers were categorised using a behavioural (benefit) segmentation base.
Research limitations/implications
The use of an internet survey and convenience sample limits generalisation of the findings. The adoption of a behavioural basis in conducting the segmentation is a limitation. The use of more complex segmentation bases, such as psychographics, may yield a richer understanding of the Chinese wine consumer in future studies.
Practical implications
The customer profiles provide Australian wine marketers with an insight into Chinese wine consumer behaviour. Brand positioning can be improved by ensuring that the brand emphasises certain product attributes which the segments value when choosing wine.
Originality/value
Little previous research on market segmentation has been conducted in mainland China. For Australian wine marketers, this study provides a baseline study into market segmentation and may assist with targeting and brand positioning decisions.
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Philip L. Pearce and Hera Oktadiana
In this chapter, the analysis-action nexus will be addressed by reviewing studies from across the chapters. The broad themes covered have included governance and sustainability…
Abstract
In this chapter, the analysis-action nexus will be addressed by reviewing studies from across the chapters. The broad themes covered have included governance and sustainability, consumer benefits and experiences, and networking among entrepreneurs and associated opportunities. It is argued that addition to tourism intelligence often lies in improving communication, building trusted connections, and affirming local networks. A focus on the need for trust, the use of tools for insights, the value of identifying new trends, and understanding target markets, together with the usefulness of training and an appreciation of time, help smooth the journey along the long and winding road from analysis to action.
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Fitri Rahmafitria, Karim Suryadi, Hera Oktadiana, Heru Purboyo H. Putro and Arief Rosyidie
The paper aims to examine the effect of physical distancing control on the intention to travel during the pandemic and to assess the influence of knowledge, social concern and…
Abstract
Purpose
The paper aims to examine the effect of physical distancing control on the intention to travel during the pandemic and to assess the influence of knowledge, social concern and perceived risk on the theory of planned behavior (TPB).
Design/methodology/approach
A total of 1,068 Indonesian respondents through a purposive sampling approach, filled out online questionnaires during the pandemic. The collected data were analyzed using partial least squares-structural equation modeling.
Findings
The results indicated that subjective norm as the external factor of the TPB has a stronger effect than the internal factors; attitude and behavioral control. It appears that in a collectivist society, prohibition enforced by family and friends, as well as the government’s sanctions have a stronger influence on one’s decision to travel. The findings also suggested that knowledge, perceived risks and social concern effect tourists’ behavior. Uncertainty and inadequate knowledge will decrease the level of perceived risk, which leads to lower control in practicing physical distancing and increasing intention to travel during the pandemic.
Research limitations/implications
The research has limitations in its use of a convenient sampling method. This method may not represent the whole population, causing the results to be difficult for generalization. There is also the need for extending the TPB model with different variables in the context of tourism and pandemic. This study enriches the existing tourism literature by applying TPB to examine tourists’ behavior during the Covid-19 pandemic, focusing on knowledge, social concern and perceived risk theory.
Practical implications
This paper offers useful insights for tourism planners in the government and private destination management levels. It is crucial for a destination management organization to understand the relationship between knowledge, perception and social concern with tourists’ behavior while traveling during pandemics. The understanding of tourist’s behavior when traveling during the pandemic will assist in developing and creating activities and designing health protocols at tourist attractions.
Originality/value
This study extended the TPB to analyze tourists behavior during the pandemic by applying knowledge, social concern and perceived risk elements.
研究目的
本研究旨在解释疫情期间社交距离控制对出行意图的影响,并分析知识,社会意识和风险感知在计划行为理论中的作用。
研究设计和方法
在新冠肺炎疫情期间,通过目的性抽样的方法, 1,068名来自印度尼西亚的受访者参与了网络问卷调查。所获数据通过PLS-SEM分析。
研究结果
结果表明,主观规范作为计划行为理论的外部因素比内部因素(态度和行为控制)具有更强的作用。在集体主义社会中,来自亲友的禁令以及政府的制裁似乎对旅行决策产生了更大的影响。研究结果还表明,知识、风险感知和社会关注会影响游客的行为。不确定性和知识不足将降低风险感知的水平,从而导致人们对距离控制的疏忽,并在疫情期间增加旅行意向。
研究实施局限性
该研究存在局限性在于使用了方便样本。此样本不能代表整个群体,因此研究结果可能不具有极高的普适性。未来关于疫情下出游的研究,需要继续延申计划行为理论,探讨该模型与其他变量的关联。本研究丰富了现有的游客研究,主要贡献针对计划行为理论在疫情下出游这一场景中的应用,和与知识、社会意识和风险感知的理论建构。
研究实际意义
这项研究为公共与私人旅游区的管理做出了重要贡献。 目的地管理组织(DMO)必须了解在疫情期间的游客的行为与知识、风险感知和社会关注之间的关系。这些疫情下游客行为的理论建构能够帮助开发游客活动,并为疫情下旅游区游客健康守则提供设计参考。
研究原创性或新颖性
这项研究是对计划行为理论的拓展,并且是对该理论模型在疫情下出游的具体应用;研究分析了此理论模型与知识、社会关注和风险感知的关联。
关键词:社交距离,疫情期间的出游,新冠肺炎疫情,计划行为理论,风险感知,社会关注
文章类型:研究论文
Propósito
Este artículo analiza los efectos del control de la distancia física en la intención de viajar durante la pandemia y la influencia del conocimiento, la preocupación social y riesgo percibido en la teoría del comportamiento planificado (TPB).
Diseño/ metodología
A través de un sistema de muestreo por conveniencia, se obtuvo una muestra de 1.068 participantes de Indonesia que completaron la encuesta online durante la pandemia. La información recopilada fue analizada a través del PLS-SEM.
Resultados
Los resultados indicaron que la norma subjetiva como factor externo de la teoría del comportamiento planificado ejerce un efecto superior al de los factores internos; actitud y control del comportamiento. Resulta que, en una sociedad colectivista, la prohibición reforzada por la familia y amigos, así como las sanciones del gobierno ejercen una influencia mayor en la decisión individual de viajar. Los resultados también sugieren que el conocimiento, los riesgos percibidos y la preocupación social afectan al comportamiento del turista. La incertidumbre y el desconocimiento disminuyen el nivel de riesgo percibido lo cual conduce a un menor control a la hora de cumplir con el distanciamiento físico y a una mayor intención de viajar durante la pandemia.
Limitaciones del estudio/implicaciones
Las limitaciones de esta investigación tienen su origen en el sistema de muestreo de conveniencia utilizado en esta investigación. Este método puede no representar al total de la población, lo cual provoca dificultad en la generalización de los resultados. También existe la necesidad de ampliar el modelo de la teoría del comportamiento planificado (TPB) incorporando variables propias del contexto turístico y de la pandemia. Este estudio supone una aportación a la literatura existente en turismo al aplicar la teoría del comportamiento planeado al análisis del comportamiento de los turistas durante la pandemia del covid-19, con un enfoque en el conocimiento, la preocupación social y la teoría del riesgo percibido.
Implicaciones prácticas
Esta investigación es de utilidad para los responsables de la planificación de la actividad turística tanto a nivel gubernamental como privado. Es crucial para que las organizaciones responsables de la gestión del destino (DMO) comprendan la relación existente entre conocimiento, percepción y preocupación social, con el comportamiento de los turistas cuando viajan en tiempos de pandemia. La comprensión del comportamiento de los turistas cuando viajan durante la pandemia ayudará a desarrollar, crear actividades y diseñar protocolos de salud en las atracciones de los turistas.
Originalidad/valo
Este estudio extiende la teoría de comportamiento planificado al análisis del comportamiento de los turistas durante la pandemia a través de la aplicación del conocimiento, preocupación social y elementos de riesgo percibido.