Divergence in Variety Seeking: An Exploratory Study Among International Travelers in Asia

Patrick Legohérel, Bruno Daucé, Cathy Hui-chun Hsu

Research output: Journal article publicationJournal articleAcademic researchpeer-review

16 Citations (Scopus)


Variety seeking is a tendency in consumer behavior in which the consumer alternates between different makes of the same item in the quest for diversity. Variety seeking and exploratory behaviors help explain tourists' consumption behavior and choice-making methods. Some studies have focused on the choice of food, restaurants, theme parks, travel activities, or destinations, but only a few have taken place within an international context. In this study, the influence of variety seeking and exploratory buying on travelers' consumption behavior within an international context is analyzed. In essence, Asian travelers are compared with Western travelers. Several factors, which help explain divergence in variety seeking, are included in the analysis. The results demonstrate that variety seeking and an exploratory tendency have a significant relationship with travelers' consumption behavior (for both Asian and Western travelers). In general, customers who have a high tendency for variety seeking are less loyal; however, there is no discernible difference between Asian and Western tourists in this regard.
Original languageEnglish
Pages (from-to)213-225
Number of pages13
JournalJournal of Global Marketing
Issue number4
Publication statusPublished - 1 Sep 2012


  • canonical analysis
  • cross-cultural study
  • culture
  • exploratory buying behavior
  • international travelers
  • loyalty
  • Variety seeking

ASJC Scopus subject areas

  • Business and International Management
  • Marketing

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