This study examined whether the destination choices of Taiwanese outbound travelers could be differentiated by their so-ciodemographics, travel characteristics, and benefits pursued. Using discriminant analysis, the results revealed that the choice of outside of Asia-Pacific region destinations was positively related to income level, education background, length of trip, party size, trip expenditure, inclusive package, and the benefit of ‘Value and Lifestyle’ of a Taiwanese traveler. ‘Safety Net,’ ‘Cost and Experience,’ and ‘Budget Travel’ were benefits pursued by within-Asia travelers. These findings can assist travel and tourism related organizations in developing marketing programs.
Distinguishing the Destination Choices of Pleasure Travelers from Taiwan
Journal of Travel & Tourism Marketing ; 6 , 1 ; 21-40
1997-05-05
Article (Journal)
Electronic Resource
Unknown
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