Night-time Activities and Attractions: Differences in Preferences and Participation between Chinese, Japanese, and Korean Travellers

Night-time Activities and Attractions: Differences in Preferences and Participation between Chinese, Japanese, and Korean Travellers

The purposes of this study were to identify differences between three national groups (Chinese, Korean, and Japanese) using preferred night-time activities and attractions and preferred night- time travel options and to examine differences in night-time activities participated in while in a particular destination (Jeju Island, South Korea) and in ratings of overall quality and satisfaction between the three national groups. The results demonstrated that the significant differences found in preferred night-time activities and attractions, preferred type of travel options, night-time activities participated in, and overall quality and satisfaction with experiencing night-time activities and attractions in Jeju Island. On the basis of the results, it is apparent that travellers from different countries of origin are not homogenous and thus differentiated marketing strategies need to be applied according to nationality, both in terms of promotions and in product development.