Differences in Tourist Attitude and Behavior Between Mainland Chinese and Taiwanese Tourists

Seong Seop Kim, Yim King Penny Wan, Steve Pan

Research output: Journal article publicationJournal articleAcademic researchpeer-review

15 Citations (Scopus)


ABSTRACT: In 2011 over 3–4 million tourists from Mainland China, Taiwan, Hong Kong, and Singapore visited South Korea. This study assumes that Chinese tourists are intraculturally different with respect to their tourist attitudes or behaviors, and attempts to determine the intracultural variances in the attitudes or behaviors of Chinese tourists amid an explosion of Mainland Chinese outbound tourist demand. Based on the results of empirical data analyses, two subcultural tourist groups, Mainland Chinese and Taiwanese, presented differences in their motivation to visit, their perceived image of Korea, their preferred attractions in Korea, their satisfaction level regarding their experiences in Korea, and tourist behaviors in Korea.
Original languageEnglish
Pages (from-to)100-119
Number of pages20
JournalJournal of Travel and Tourism Marketing
Issue number1-2
Publication statusPublished - 17 Feb 2015

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing

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