Reference group influences among Chinese travelers

Interpersonal influence is known to contribute to an individual's psychological formation (e.g., personal value, norm, attitude, perception). Reference group influence in the services sector, however, has received limited attention, with most works conducted in the setting of tangible products, not of services. In particular, reference group influences are exerted on a traveler when communication among group members provides the opportunity to share direct experiences of others about a particular destination or service and/or induces the selection of a destination or other travel services. Therefore, the purpose of the study was to segment travelers based on their perceptions of various reference groups'influences about visiting Hong Kong as a destination and to profile each segment according to travelers' benefits sought, attitudes, behaviors, and sociodemographic characteristics. A TwoStep® cluster analysis generated three distinctive segments with different benefits sought, perceived behavioral control, attitudes, and behavioral intentions. Marketing implications for each segment were provided.