Cultural determinants of tourist intention to return

• Published in: Consumer Psychology of Tourism, Hospitality and Leisure pp. 265 - 273
• Main Author: Caneen, J. M
• Format: Book Chapter
• Language: English
• Published: Wallingford, UK CABI Publishing 2004; CABI
• Subjects: America; APEC countries; Asia; behavior; behaviour; choice; consumer attitudes; consumer behavior; consumer behaviour; consumer preferences; consumer surveys; culture; decision making; destinations; Developed Countries; Developing Countries; East Asia; enjoyment; excursions; motivation; North America; Oceania; OECD Countries; Pacific Islands; Pacific States of USA; People's Republic of China; Polynesia; tourism; Tourism industry; tourists; trips; United States of America; USA; visitor behavior; visitor behaviour; visits; Western States of USA; Hawaii; USA; China; Japan
• ISBN: 085199749X; 9780851997490
• DOI: 10.1079/9780851997490.0265

The criteria by which tourists decide to return to a destination is considered using survey data obtained from 428 visitors to the Polynesian Cultural Center in Hawaii, USA, during the spring tourism season of 2001. It also analyses the effect of culture and nationality on the intention to return. A comparison of US, Japanese and Chinese tourists in Hawaii found that there are significant differences in their decision making criteria relative to repeat visitation. Japanese tourists indicate a high intent to return to destinations that are fun and relaxing, while US visitors indicate intent to return based on a desire to learn more about the culture and the people. Chinese visitors showed greater similarity to US than to Japanese tourists. The study also found that reported intent does not always correspond to actual behaviour. Japanese visitors report higher intent than US visitors to return to Hawaii, while US visitors actually return at a much higher rate.