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Abstract

In this study, we analyze the influence of variety seeking and exploratory buying on travelers’ consumption behavior in an international context. The study also compares Asian travelers with Western travelers. Several factors which help to explain divergence in variety seeking are included in the analysis. Results demonstrate that variety seeking and exploratory tendency have a significant relation with travelers’ consumption behavior (both Asian and Western travelers). Specific results emerged, such as: customers who have a high tendency for novelty seeking are less loyal. However, no significant difference has been identified between Asian and Western tourists.

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Divergence in Variety Seeking: An Exploratory Study among International Travelers

In this study, we analyze the influence of variety seeking and exploratory buying on travelers’ consumption behavior in an international context. The study also compares Asian travelers with Western travelers. Several factors which help to explain divergence in variety seeking are included in the analysis. Results demonstrate that variety seeking and exploratory tendency have a significant relation with travelers’ consumption behavior (both Asian and Western travelers). Specific results emerged, such as: customers who have a high tendency for novelty seeking are less loyal. However, no significant difference has been identified between Asian and Western tourists.