Profiling Asia and Western family independent travelers (FITS): An exploratory study

Cathy Hui-chun Hsu, Soo K. Kang

Research output: Journal article publicationJournal articleAcademic researchpeer-review

22 Citations (Scopus)


This study explored perceptual and behavioral differences in service quality, satisfaction, and intention to revisit between Asian and Western family independent travelers (FITs) and to profile each group by its demographic and vacation characteristics as well as its family vacation decision-making modes. Qualified FITs (n = 183) from seven major source markets were interviewed in the departure lounge at the Hong Kong International Airport. Results indicated that, compared to Asian FITs, Western respondents were more likely to favorably evaluate service quality, be first time visitors, and be younger. However, they were less likely to return to Hong Kong for leisure. Most Western travelers shared all decisions together between spouses, whereas their Asian counterparts were more likely to report individual dominant decisions, especially for those trip specific decisions. Marketing implications and future research directions are discussed.
Original languageEnglish
Pages (from-to)58-71
Number of pages14
JournalAsia Pacific Journal of Tourism Research
Issue number1
Publication statusPublished - 1 Jan 2003


  • Culture differences
  • Family decision making
  • FIT
  • Revisit intention

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Tourism, Leisure and Hospitality Management


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