Start Date
6-1-2011 1:00 PM
End Date
6-1-2011 2:15 PM
Track
1. Track 1 – Formal Paper Presentation
Subject Area
Travel and Tourism
Faculty Member
Liang (Rebecca) Tang rebeccat@iastate.edu
Abstract
This paper aims to investigate the activity preferences of international business and leisure travelers in Shanghai. Data were collected from questionnaires completed by 5,976 business and leisure travelers. The study employed multiple-step factor analysis in segmenting activity preference among the business and leisure groups. The findings revealed that both business and leisure travelers preferred four tourism categories (Traditional Tourism Activities, Local Life, Special Tourism and Entertainment) but business travelers had much more interests in them. Significant implications for destination marketing organizations and academia are included and future research avenues are discussed.
Keywords
Activity Preference, International Travelers, Segmentation, Shanghai
Segmenting International Travelers in Shanghai by Activity Preference
This paper aims to investigate the activity preferences of international business and leisure travelers in Shanghai. Data were collected from questionnaires completed by 5,976 business and leisure travelers. The study employed multiple-step factor analysis in segmenting activity preference among the business and leisure groups. The findings revealed that both business and leisure travelers preferred four tourism categories (Traditional Tourism Activities, Local Life, Special Tourism and Entertainment) but business travelers had much more interests in them. Significant implications for destination marketing organizations and academia are included and future research avenues are discussed.