Night-time Activities and Attractions: Differences in Preferences and Participation between Chinese, Japanese, and Korean Travellers Item Type article;event Authors Yun, Dongkoo;Chung, Seung-Hoon Download date 2026-01-29 02:01:51 Link to Item https://hdl.handle.net/20.500.14394/48278 ight-time Activities and Attractions: Differences in Preferences and Participation between Chinese, Japanese, and Korean Travellers Dongkoo Yun Tourism Research Centre School of Business Administration University of Prince Edward Island, Canada and Seung-Hoon Chung Jeju Development Institute Jeju Special Self-Governing Province, Republic of Korea
The purposes of this study were to identify differences between three national groups (Chinese, Korean, and Japanese) using preferred night-time activities and attractions and preferred night-time travel options and to examine differences in night-time activities participated in while in a particular destination (Jeju Island, South Korea) and in ratings of overall quality and satisfaction between the three national groups. The results demonstrated that the significant differences found in preferred night-time activities and attractions, preferred type of travel options, night-time activities participated in, and overall quality and satisfaction with experiencing night-time activities and attractions in Jeju Island. On the basis of the results, it is apparent that travellers from different countries of origin are not homogenous and thus differentiated marketing strategies need to be applied according to nationality, both in terms of promotions and in product development. Key Words: preference and participation of night-time activities and attractions, Chinese, Japanese, and Korean travellers to Jeju Island.
Many variables have been suggested as useful tools to understand tourists’ behaviour and help marketers implement strategies, including tourists’ socio-demographic, psychographic, geographic, behavioural characteristics and product related items, and so on (Pearce, 2005). In particular, the choice of attractions or activities at destinations by travellers is determined by differences in the characteristics of the destinations visited, the travel elements that can be purchased prior to departure, as well as the characteristics of travellers to those destinations (Hyde, 2004). However, travel activities in and of themselves are known as useful indices to understand tourists’ behaviour (Backman & Uysal, 1987; McIntosh & Goeldner, 1990) and to identify their experiences at the destination (Ryan, 2002). Activity is a variable that plays a vital role in travel research. The activities travellers participate in while visiting a destination or their stated activity preferences have been used extensively to understand tourists’ behaviors and to help segment markets for visitors in general and for individual destinations. Most attempts at defining unique segments of the total travel market start with the co