Tourist motivations of millennials and centennials in Taiwan. The case of the city of Taichung
DOI:
https://doi.org/10.1344/ara.v13i1.43500Keywords:
Tourism, Taiwan, tourist motivations, push and pull factors, millennials, centennialsAbstract
Tourism is a phenomenon in constant growth for decades at a global level. Taiwan, one of the Asian countries with the highest economic growth, has significantly increased the number of tourists in this century. In this context, knowing the motivations of tourists is a fundamental variable for decision-making in this sector, one of the most susceptible to being affected by a wide variety of factors. The main objective of this study is the in-depth analysis of the motivations that induce Taiwan's millennials and centennials to travel. trying to determine and understand the tourism profile of Taiwanese youth by confronting it from a western approach. For this, a quantitative methodology has been used, through descriptive and inferential univariate and bivariate statistics, based on the results of a survey carried out among young people in the city of Taichung. Among the main results of the study stands out their great predilection for choosing destinations in Asia or Oceania or the high degree of importance they give to attractions or natural landscapes. It is concluded that the push and pull motivational factors analyzed in this study are important to understand Taiwanese young tourists’ behaviour, but those are not conclusive enough to determine the differences between the tourist profiles of millennials and centennials.
References
Adams, K.M., Choe, J., Mostafanezhad, M. y Phi, G.T. (2021). (Post-) pandemic tourism resiliency: Southeast Asian lives and livelihoods in limbo. Tourism Geographies, 23(4), 915-936. https://doi.org/10.1080/14616688.2021.1916584
Adinegara, J., Suprapti, N., Yasa, N. y Sukaatmadja, I. (2021). Antecedents and consequences of tourist satisfaction: A literature review. ASEAN Marketing Journal, 9(2), 40-53. https://doi.org/10.21002/amj.v9i2.5686
Akbarian-Ronizi, S.R. y Rastegar, E. (2021). The explaining and analyzing of the effective factors on the tourist satisfaction with tourism destinations. Case study: Dargahan City. Journal of Urban Tourism, 7(4), 129-143. https://doi.org/10.22059/JUT.2021.300087.800
Albayrak, T. y Caber, M. (2018). Examining the relationship between tourist motivation and satisfaction by two competing methods. Tourism Management, 69, 201-213. https://doi.org/10.1016/j.tourman.2018.06.015
Aliman, N. K., Hashim, S. M., Wahid, S. D. M. y Harudin, S. (2014). Tourist expectation, perceived quality and destination image: Effects on perceived value and satisfaction of tourists visiting langkawi Island, Malaysia. Asian Journal of Business and Management, 2(3), 212-222. https://is.gd/QT742N
Astudillo, S., Maldonado, K. y Maldonado, C. (2020). Análisis del gasto turístico en los segmentos de mercado baby Boomers, generación X y millennials; que visitan la ciudad de Cuenca, Ecuador. Universidad-Verdad, Revista Científica de Ciencias Sociales y Humanas, 76 (1), 52-67. https://doi.org/10.33324/uv.vi76.265
Ba, Q.X., Lu, D.J., Kuo, W.H.J. y Lai, P.H. (2018). Traditional farming and sustainable development of an indigenous community in the mountain area. A case study of Wutai village in Taiwan. Sustainability, 10(10), 3370. https://doi.org/10.3390/su10103370
Bai, S. y Chang, H.H. (2023). Effect of tourist-to-tourist encounters: Increased conflict or reduced social distance? Journal of Hospitality & Tourism Research, 47(1), 207-234. https://doi.org/10.1177/10963480211014938
Benjamin, S., Dillette, A. y Alderman, D. H. (2020). “We can’t return to normal”: committing to tourism equity in the post-pandemic age. Tourism Geographies, 22(3), 476-483. https://doi.org/10.1080/14616688.2020.1759130
Bouzenita, A.I. y Boulanouar, A.W. (2021). Maslow’s hierarchy of needs: An Islamic critique. Intellectual Discourse, 24(1), 59-81. https://is.gd/hpCQ0G
Chen, C.C., Zou, S. y Petrick, J.F. (2019). Is travel and tourism a priority for you? A comparative study of American and Taiwanese residents. Journal of Travel Research, 58(4), 650-665. https://doi.org/10.1177/0047287518771211
Chen, C.F. y Chou, S.H. (2019). Antecedents and consequences of perceived coolness for Generation Y in the context of creative tourism-A case study of the Pier 2 Art Center in Taiwan. Tourism Management, 72, 121-129. https://doi.org/10.1016/j.tourman.2018.11.016
Cheung, C., Takashima, M., Choi, H., Yang, H. y Tung, V. (2021). The impact of COVID-19 pandemic on the psychological needs of tourists: Implications for the travel and tourism industry. Journal of Travel & Tourism Marketing, 38(2), 155-166. https://doi.org/10.1080/10548408.2021.1887055
Dayour, F. y Adongo, C.A. (2015). Why they go there: International tourists’ motivations and revisit intention to Northern Ghana. American Journal of Tourism Management, 4(1), 7-17. https://doi.org/10.5923/j.tourism.20150401.02
Dean, D. y Suhartanto, D. (2019). The formation of visitor behavioral intention to creative tourism: the role of push–pull motivation. Asia Pacific Journal of Tourism Research, 24(5), 393-403. https://doi.org/10.1080/10941665.2019.1572631
Doğan, B., Ghosh, S., Tiwari, A.K. y Abakah, E.J.A. (2023). The effect of global volatility, uncertainty and geopolitical risk factors on international tourist arrivals in Asia. International Journal of Tourism Research, 25(1), 1-62. https://doi.org/10.1002/jtr.2550
Fang, W.T. (2020). Tourism in emerging economies. The way we green, sustainable, and healthy. Springer. https://doi.org/10.1007/978-981-15-2463-9
Farmaki, A. (2017). The tourism and peace nexus. Tourism Management, 59, 528-540. https://doi.org/10.1016/j.tourman.2016.09.012
Filep, S. y Matteucci, X. (2020). Love in tourist motivation and satisfaction. Journal of Hospitality & Tourism Research, 44(6), 1026-1034. https://doi.org/10.1177/1096348020927072
Fonseca-Saldaña, R.R. y Estela-Estela, A.H. (2020). El turismo de los millennials; Airbnb y la economía colaborativa. Gestión en el Tercer Milenio, 23(46), 99-106. https://doi.org/10.15381/gtm.v23i46.19158
Gardiner, S., Grace, D. y King, C. (2014). The generation effect: The future of domestic tourism in Australia. Journal of Travel Research, 53(6), 705-720. https://doi.org/10.1177/0047287514530810
Garikapati, V.M., Pendyala, R.M., Morris, E.A., Mokhtarian, P.L. y McDonald, N. (2016). Activity patterns, time use, and travel of millennials: a generation in transition? Transport Reviews, 36(5), 558-584. https://doi.org/10.1080/01441647.2016.1197337
Ghosh, S. y Uzuner, G. (2023). Analyzing the nexus between pandemic, policy uncertainty, and international tourists’ behavior in Taiwan. Journal of China Tourism Research, https://doi.org/10.1080/19388160.2023.2187912
Godovykh, M. y Tasci, A. D. (2020). Customer experience in tourism: A review of definitions, components, and measurements. Tourism Management Perspectives, 35, 100694. https://doi.org/10.1016/j.tmp.2020.100694
Gutiérrez-Aragón, Ó., Gassiot-Melian, A. y Alabart-Algueró, J. (2021). Uso, aceptación y repercusión de las redes sociales y los influencers en el sector ecuestre. Doxa Comunicación, 32, 115-142. https://doi.org/10.31921/doxacom.n32a6
Gutiérrez-Aragón, Ó., Fondevila-Gascón, J.F., Rovira-Pérez, M. y Rubio-Álvarez, A. (2022). Diferencias de género en la percepción del reggaetón en el público millennial y centennial y en trabajadores jóvenes de la industria. Ámbitos, Revista Internacional de Comunicación, 57, 171-191. http://dx.doi.org/10.12795/Ambitos.2022.i57.10
Gutiérrez-Aragón, Ó., Gassiot-Melian, A. y Martín-Guerrero, L. (2023). Impacto del turismo deportivo sobre la masa social y la economía de un club de fútbol. El caso del F.C. Barcelona. Investigaciones Turísticas, 26, 183-206. https://doi.org/10.14198/INTURI.23073
Hitchcock, M., King, V. T. y Parnwell, M. J. (2018). Tourism in South-East Asia. Routledge. https://doi.org/10.4324/9780429431395
Hu, H.H. y Sung, Y.K. (2022). Critical influences on responsible tourism behavior and the mediating role of ambivalent emotions. Sustainability, 14(2), 886. https://doi.org/10.3390/su14020886
Huang, Y. S. y Asghar, A. (2018). Science education reform in Confucian learning cultures: Teachers’ perspectives on policy and practice in Taiwan. Cultural Studies of Science Education, 13, 101-131. https://doi.org/10.1007/s11422-016-9762-4
Ivanov, S., Gavrilina, M., Webster, C. y Ralko, V. (2017). Impacts of political instability on the tourism industry in Ukraine. Journal of Policy Research in Tourism, Leisure and Events, 9(1), 100-127. https://doi.org/10.1080/19407963.2016.1209677
Jones, P. y Comfort, D. (2020). The COVID-19 crisis, tourism and sustainable development. Athens Journal of Tourism, 7(2), 75-86. https://doi.org/10.30958/ajt.7-2-1
Jumadi, Bakri, S., Astuti, W. y Sukma, A.N. (2022). Does the government policy and T-Servqual make tourist satisfaction? International Journal of Current Science Research and Review, 05(02), 532-539. https://doi.org/10.5281/zenodo.6195422
Ketter, E. (2020). Millennial travel: tourism micro-trends of European generation Y. Journal of Tourism Futures, 7(2), 192-196. http://dx.doi.org/10.1108/JTF-10-2019-0106
Khuong, M.N. y Ha, H.T.T. (2014). The influences of push and pull factors on the international leisure tourists' return intention to Ho Chi Minh City, Vietnam a mediation analysis of destination satisfaction. International Journal of Trade, Economics and Finance, 5(6), 490-496. https://doi.org/10.7763/IJTEF.2014.V5.421
Kim, J.H. (2020). A cross-cultural comparison of memorable tourism experiences of American and Taiwanese college students. En A. Artal-Tur y M. Kozak (edits.). Culture and Cultures in Tourism. Exploring New Trends (pp. 239-253). Routledge. https://is.gd/9niD2a
Kim, S.S., Penny-Wan, Y.K. y Pan, S. (2015). Differences in tourist attitude and behavior between Mainland Chinese and Taiwanese tourists. Journal of Travel & Tourism Marketing, 32(1-2), 100-119. https://doi.org/10.1080/10548408.2014.986015
Kuo, C.W. (2021). Can we return to our normal life when the pandemic is under control? A preliminary study on the influence of COVID-19 on the tourism characteristics of Taiwan. Sustainability, 13(17), 9589. https://doi.org/10.3390/su13179589
Lin, H.H., Lee, S.S., Perng, Y.S. y Yu, S.T. (2018). Investigation about the impact of tourism development on a water conservation area in Taiwan. Sustainability, 10(7), 2328. https://doi.org/10.3390/su10072328
Lin, Y.C., Lai, H.J. y Morrison, A.M. (2019). Social servicescape and Asian students: An analysis of spring break island bed and breakfast experiences in Taiwan. Tourism Management Perspectives, 31, 165-173. https://doi.org/10.1016/j.tmp.2019.04.005
Liu, K.N. y Hu, C. (2022). Critical success factors of green hotel investment in Taiwan. International Journal of Contemporary Hospitality Management, 34(3), 951-971. https://doi.org/10.1108/IJCHM-03-2021-0368
Maghrifani, D., Liu, F. y Sneddon, J. (2021). Understanding potential and repeat visitors’ travel intentions: The roles of travel motivations, destination image, and visitor image congruity. Journal of Travel Research, 61(5), 1121-1137. https://doi.org/10.1177/00472875211018508
Maslow, A.H. (1943). A theory of human motivation. Psychological Review, 50(4), 370-396. https://doi.org/10.1037/h0054346
Medai, N., Okamoto, N., Ogasawara, Y. y Hihara, K. (2022). Factors contributing to tourism demand at major Japanese hot springs. PLoS ONE, 17(9), e0274681. https://doi.org/10.1371/journal.pone.0274681
Mi, C., Chen, Y., Cheng, C.S., Uwanyirigira, J.L. y Lin, C.T. (2019). Exploring the determinants of hot spring tourism customer satisfaction: Causal relationships analysis using ISM. Sustainability, 11(9), 2613. https://doi.org/10.3390/su11092613
Moya-Calderón, M., Chavarría-Esquivel, K., Arrieta-García, M.M. y Barriocanal-Lozano, C. (2022). Tourist behaviour and dynamics of domestic tourism in times of COVID-19. Current Issues in Tourism, 25(14), 2207-2211. https://doi.org/10.1080/13683500.2021.1947993
Nouidjem, S. y Hamid, N. (2023). Local radio and its role in promoting cultural tourism heritage Radio Djelfa as a model. Algerian Scientific Journal Platform, 8(1), 116-126. https://bit.ly/3ZuPS4p
Pan, H.H., Wu, W.C. y Chang, Y.T. (2020). Does cross-strait tourism induce peace? Evidence from survey data on Chinese tourists and non-tourists. International Relations of the Asia-Pacific, 20(1), 149-181. https://doi.org/10.1093/irap/lcy016
Park, S.H., Lee, C.K. y Miller, J. C. (2015). A comparative study of the motivations, activities, overall satisfaction, and post-trip behaviors of international tourists in Macau: Mainland Chinese, Hongkongese, Taiwanese, and Westerners. Asia Pacific Journal of Tourism Research, 20(10), 1174-1193. https://doi.org/10.1080/10941665.2014.965184
Peng, N. y Chen, A. (2019). Luxury hotels going green–the antecedents and consequences of consumer hesitation. Journal of Sustainable Tourism, 27(9), 1374-1392. https://doi.org/10.1080/09669582.2019.1622710
Pestana, M.H., Parreira, A. y Moutinho, L. (2020). Motivations, emotions and satisfaction: The keys to a tourism destination choice. Journal of Destination Marketing & Management, 16, 100332. https://doi.org/10.1016/j.jdmm.2018.12.006
Pinho, M. y Gomes, S. (2023). Generation Z as a critical question mark for sustainable tourism. An exploratory study in Portugal. Journal of Tourism Futures. https://doi.org/10.1108/JTF-07-2022-0171
Qiu, R.T., Wu, D.C., Dropsy, V., Petit, S., Pratt, S. y Ohe, Y. (2021). Visitor arrivals forecasts amid COVID-19: A perspective from the Asia and Pacific team. Annals of Tourism Research, 88, 103155. https://doi.org/10.1016/j.annals.2021.103155
Rejón-Guardia, F., García-Sastre, M. A., Orfila-Sintes, F. y Garau-Vadell, J. B. (2020). Virtual reality in tourism: Centennials acceptance. Tourism Analysis, 25(2-3), 335-344. https://doi.org/10.3727/108354220X15758301241837
Rowen, I. (2014). Tourism as a territorial strategy: The case of China and Taiwan. Annals of Tourism Research, 46, 62-74. https://doi.org/10.1016/j.annals.2014.02.006
Sann, R., Lai, P.C. y Liaw, S.Y. (2020). Online complaining behavior: Does cultural background and hotel class matter? Journal of Hospitality and Tourism Management, 43, 80-90. https://doi.org/10.1016/j.jhtm.2020.02.004
Šimková, E. y Holzner, J. (2014). Motivation of tourism participants. Procedia-Social and Behavioral Sciences, 159, 660-664. https://doi.org/10.1016/j.sbspro.2014.12.455
Sofronov, B. (2018). Millennials: A new trend for the tourism industry. Annals of Spiru Haret University. Economic Series, 18(3), 109-122. https://doi.org/10.26458/1838
Song, H., Liu, K.N. y Huang, Y.T. (2016). Understanding Mainland Chinese tourists’ motivation and constraints of visiting Taiwan. Journal of China Tourism Research, 12(3-4), 394-413. https://doi.org/10.1080/19388160.2016.1262804
Stankov, U., Filimonau, V. y Vujičić, M.D. (2020). A mindful shift: an opportunity for mindfulness-driven tourism in a post-pandemic world. Tourism Geographies, 22(3), 703-712. https://doi.org/10.1080/14616688.2020.1768432
Sung, Y.K., Chang, K.C. y Sung, Y.F. (2016). Market segmentation of international tourists based on motivation to travel: A case study of Taiwan. Asia Pacific Journal of Tourism Research, 21(8), 862-882. https://doi.org/10.1080/10941665.2015.1080175
Tavares-Da-Silva, J. y Breda, Z. (2021). Tourism as an agent of peace and reconciliation in cross-strait relations. En J. Tavares-Da-Silva, Z. Breda, y F. Carbone (edit.). Role and Impact of Tourism in Peacebuilding and Conflict Transformation (pp. 136-147). IGI Global. https://doi.org/10.4018/978-1-7998-5053-3.ch008
Tsai, L.M. y Sakulsinlapakorn, K. (2016). Exploring tourists’ push and pull travel motivations to participate in Songkran festival in Thailand as a tourist destination: A case of Taiwanese visitors. Journal of Tourism and Hospitality Management, 4(5), 183-197. http://dx.doi.org/10.17265/2328-2169/2016.10.001
Tsai, M.C. (2021). Developing a sustainability strategy for Taiwan’s tourism industry after the COVID-19 pandemic. PLoS One, 16(3), e0248319. https://doi.org/10.1371/journal.pone.0248319
Vieira, J., Frade, R., Ascenso, R., Prates, I. y Martinho, F. (2020). Generation Z and key-factors on e-commerce: A study on the portuguese tourism sector. Administrative Sciences, 10(4), 103. https://doi.org/10.3390/admsci10040103
Wang, S.H., Lee, M.T., Château, P.A. y Chang, Y.C. (2016). Performance indicator framework for evaluation of sustainable tourism in the Taiwan coastal zone. Sustainability, 8(7), 652. https://doi.org/10.3390/su8070652
Wannasan, S. y Jianvittayakit, L. (2022). Travel motivations of Generation Y Chinese and Taiwanese tourists visiting Thailand: The application of the travel career pattern approach. International Journal of Multidisciplinary in Management and Tourism, 6(1), 72-87. https://doi.org/10.14456/ijmmt.2022.7
Wen, J., Huang, S. S. y Ying, T. (2019). Relationships between Chinese cultural values and tourist motivations: A study of Chinese tourists visiting Israel. Journal of Destination Marketing & Management, 14, 100367. https://doi.org/10.1016/j.jdmm.2019.100367
Wu, L.F., Achyldurdyyeva, J., Jou, W.P., Foung, W.T. y Jaw, B. S. (2021). Relief, recovery, and revitalization measures for tourism and hospitality industry during COVID-19 pandemic: Case study from Taiwan. SAGE Open, 11(3). https://doi.org/10.1177/21582440211040805
Wu, M.Y. y Wall, G. (2016). Chinese research on family tourism: Review and research implications. Journal of China Tourism Research, 12(3-4), 274-290. https://doi.org/10.1080/19388160.2016.1276873
Xu, Z. y Zhangb, J. (2016). Antecedents and consequences of place attachment: A comparison of Chinese and Western urban tourists in Hangzhou, China. Journal of Destination Marketing & Management, 5(2), 86-96. https://doi.org/10.1016/j.jdmm.2015.11.003
Yang, C.W., Wu, C.L. y Lu, J.L. (2021). Exploring the interdependency and determinants of tourism participation, expenditure, and duration: An analysis of Taiwanese citizens traveling abroad. Tourism Economics, 27(4), 649-669. https://doi.org/10.1177/1354816619896656
Yang, E.C.L., Lee, J.S.H. y Khoo-Lattimore, C. (2018). Locating Asia, cultural differences and trends. En E.C.L. Yang y C. Khoo-Lattimore (edit.). Asian Cultures and Contemporary Tourism (pp. 1-17). Springer. https://doi.org/10.1007/978-981-10-7980-1_1
Yousefi, M. y Marzuki, A. (2015). An analysis of push and pull motivational factors of international tourists to Penang, Malaysia. International Journal of Hospitality & Tourism Administration, 16(1), 40-56. https://doi.org/10.1080/15256480.2015.991987
Yu, O. y Tsung-Lin, L. (2020). A study on local identity of low carbon tourism based on social exchange theory-a case study of Taiwan's characteristic hot spring area. International Journal of Organizational Innovation, 12(3), 355-366. https://bit.ly/44OonX8
Zarotis, G.F. (2021). Psychological aspects in tourism as a segmentation criterion for marketing measure. East African Scholars Journal of Economics, Business and Management, 4(4), 63-69. https://doi.org/10.36349/easjebm.2021.v04i04.002
Zhao, Z. (2018). Green Development of Asia-Pacific Cities: Building Better Cities Towards 2030. World Scientific Publishing. http://bit.ly/42JkYYI
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Óscar Gutiérrez-Aragón, Ariadna Gassiot-Melian, Meritxell López-Corbillón, Maria-Altynshash Sánchez-Giménez
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
The authors who publish in ARA agree to the following terms:
- Authors retain copyright and grant the journal the right of first publication.
- Texts will be published under a Creative Commons Attribution License that allows others to share the work, provided they include an acknowledgement of the work’s authorship, its initial publication in this journal and the terms of the license.
- This material may not be used for commercial purposes.
- You may not distribute the modified material.
Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0)
