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Motivations for first-time and repeat backpackers in Shanghai
Tourism Management Perspectives 12 (2014) 57–61
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Case study
Motivations for first-time and repeat backpackers in Shanghai Jane Lu Hsu ⁎, Terry Chun-Ting Wang, Phoebe Yu-Hsin Huang Department of Marketing, National Chung Hsing University, 250 Kuo Kuang Road, Taichung 40227, Taiwan
a r t i c l e
i n f o
Article history: Received 7 April 2014 Accepted 11 August 2014 Available online xxxx Keywords: Backpacking Motivation Push and pull factors
a b s t r a c t This study examines the differences in motivations for backpackers who made first-time and repeat backpacking trips in Shanghai. The backpackers were personally interviewed in Shanghai and 183 valid samples were used in the analyses. The average stay in Shanghai for the first-time, second-time, and third-time (or more) backpackers was 6.44 days, 7.50 days, and 9.42 days, respectively. Although the repeat backpackers stayed in Shanghai longer than the first-time backpackers, the former were less motivated. The findings in this study revealed that the push factors were stronger than the pull factors for backpackers. Suggestions to attract repeat backpackers are provided in this study. © 2014 Elsevier Ltd. All rights reserved.
1. Introduction The concept of backpacking originates from the Grand Tour, which were formalized trips taken within the European theater during the 17th and 18th centuries (Loker-Murphy & Pearce, 1995). Contemporary backpacking stems from young tourists participating in small, selfarranged travel groups (Theuns, 1992). Visser (2004) states that backpackers are a sub-set of international budget travelers, and despite their thriftiness, backpackers benefit the visited economy (Mohsin & Ryan, 2003). Some motivations for backpacking include the opportunities for learning (Pearce & Foster, 2007), the experience of the local lifestyle (Maoz, 2007), and the chances to meet other travelers (OliveiraBrochado & Gameiro, 2013). Backpackers travel with an independent and flexible trip arrangement in mind (Pearce, 1990), and are different from other tourists in that backpackers are less motivated for travel luxuries (Larsen, Øgaard, & Brun, 2011). To obtain the unique travel experiences associated with backpacking, backpackers are inclined to avoid mainstream tourists (Loker-Murphy & Pearce, 1995). Chitty, Ward, and Chua (2007) conclude that backpackers often stay longer and visit more locations than mainstream tourists. Backpackers have long been considered distinct from the business traveler or family vacationer. Pearce and Foster (2007) claim that backpackers as a group should not be considered homogeneous, for heterogeneity indeed exists within specific backpacker segments (Ateljevic &
⁎ Corresponding author at: Department of Marketing, Rm 764, National Chung Hsing University, 250 Kuo Kuang Road, Taichung 40227, Taiwan. Tel.: +886 4 2285 6376. E-mail address: [email protected] (J.L. Hsu).
http://dx.doi.org/10.1016/j.tmp.2014.08.001 2211-9736/© 2014 Elsevier Ltd. All rights reserved.
Doorne, 2005; Hecht & Martin, 2006; Maoz, 2007; Uriely, Yonay, & Simchai, 2002). Larsen et al. (2011) argue that since the literature provides little backpacker information in regard to nationality, age and gender, life-cycle status, and trip planning, this limits the discussion on a proper representation for this group of travelers. In the same vein, Larsen et al. (2011) compare travel motivators for backpackers with those of mainstream travelers, but find that the motivations for the first-time and repeat backpackers alone have not been thoroughly discussed in the literature. Backpackers travel to explore on a limited budget, yet with such limited travel funds, what would motivate a backpacker to visit a particular location? Further, what would motivate a backpacker to visit that location again? Would different motivations exist for a backpacker's first trip than for his or her second backpacking trip there? In light of those questions, the objective of this study is to reveal the differences in motivations for first-time and repeat backpackers to backpack in Shanghai. By extension, this study also will reveal the scope of heterogeneity that exists within the backpacker population on account of the prevailing motivations for visiting a place once, twice, and multiple times; this study will also fill the gap within the relevant literature. The findings in this study potentially could benefit tourism professionals by providing insight into the behaviors that might serve as key indicators for targeting and attracting backpackers to various locations. Backpacking in China has been made popular as a result of recent international events, namely the Beijing Olympics in 2008 and the Shanghai Expo in 2010. For sure, Shanghai has a history of attracting foreign travelers; the long list of foreign governments who have occupied the area in the past is indicative of that. Shanghai possesses a modern infrastructure and solid service industry that allow the foreign traveler to move about the city in an independent and effortless
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manner. Because of these attributes, the City of Shanghai was chosen for this study with the goal of examining the motivations for both first-time and repeat backpacking trips to this city. China's tourism industry as a whole has experienced rapid development since the 1990s, yet despite this, the literature speaks exclusively to its domestic market but limited to its foreign market (Cai & Knutson, 1998; Wang & Qu, 2004; Wu, Zhu, & Xu, 2000). International tourism in China has not been thoroughly examined, and very little has been discussed as it pertains to backpacking. Although backpacking may not be a dominate sector within China, the importance of this type of travel within this country cannot be overemphasized. 2. Motivational factors in backpacking Dann (1977) suggests a two-tier scheme of motivational factors called push and pull dimensions. The push dimensions refer to the internal forces, such as the social–psychological motivators that drive an individual to travel. The pull dimensions refer to the external forces, otherwise known as a destination's outward features, specific attractions or unique attributes that entice one to visit. Both of these factors are believed to be in effect at the same time (Crompton, 1979; Uysal & Jurowski, 1994). Crompton (1979) uses in-depth interviews to explore adults' vacation decisions and through that obtains nine motivational factors. Seven of which are push factors: escape from a perceived mundane environment, exploration and evaluation of self, relaxation, prestige, regression, enhancement of kinship relationships, and facilitation of social interaction. The other two are pull factors: novelty and education. Crompton (1979) states these factors should not be considered mutually exclusive. Uysal and Jurowski (1994) examine the push and pull factors using regression analysis, and suggest that these factors be examined simultaneously due to the fact that they are inherently related. Baloglu and Uysal (1996) use canonical correlation analysis to highlight the relationship between the push and pull factors. Kao, Patterson, Scott, and Li (2008) apply the push and pull theory to examine the motivations of Taiwanese for visiting Australia and the relevant satisfaction gained. As it turns out, the primary push factor was to ‘travel around the world,’ while the main pull factor was to ‘appreciate the sunshine and scenery.’ In their research, Llewellyn-Smith and McCabe (2008) examine some students' motivations for becoming international exchange students at an Australian university. The results showed that a ‘desire to travel’ and an ‘opportunity for fun and excitement’ were both important push factors for these students. Their leading pull factor, which was similar to that of Taiwanese, was ‘to enjoy the Australian sea, sun, and surf.’ Mohsin and Ryan (2003) point out that ‘broaden knowledge about the world’ and ‘attraction of natural sites’ are both strong motivations for traveling in Australia's Northern Territory. In general, Correia, do Valle, and Moço (2007a) conclude that when traveling, the important push factors are ‘knowledge,’ ‘leisure,’ and ‘socialization,’ while ‘facilities,’ ‘core attractions,’ and ‘landscape features’ are all important pull factors. Josiam, Smeaton, and Clements (1999) mention that motivations, such as those listed and measured in the provided push and pull dimension tables, influence the final travel destinations. Kim, Jogaratnam, and Noh (2006) point out that travel motivation is an important dynamic when deciding where and even whether to go on a trip. Reichel, Fuchs, and Uriely (2009) conclude that motivations are strongly linked to the ultimate backpacking destinations. As mentioned, motivational factors are significantly relevant when backpackers make travel plans; these budget travelers are driven by a plurality of internal and external (i.e. push and pull) forces that assist in these plans. The motivation to visit a specific location can vary for both first-time and repeat backpackers, and, as this study will show, it is these distinct push and pull dimensions that are instrumental in the backpackers' travel decisions. This study could be valuable to tourism
professionals in developing effective marketing strategies for this heterogeneous group of travelers. 3. Research methods The surveys were administered by in-person interviews in Shanghai, China, and the replies were used to reveal the motivations for both firsttime and repeat backpackers to backpack in Shanghai. A trial survey consisting of 30 participants was conducted before proceeding with the formal questionnaire in order to discover any necessary changes. The suggestions offered by the professionals, practitioners, and respondents who participated in the trial survey helped to optimize the questionnaire's items. These push and pull motivation statements in the questionnaire were selected from the relevant literature (Baloglu & Uysal, 1996; Beard & Ragheb, 1983; Correia, do Valle, & Moço, 2007b; Kim et al., 2006; Mohsin & Ryan, 2003; Pyo, Mihalik, & Uysal, 1989; Ryan & Glendon, 1998). The questionnaire contained 22 push and 17 pull motivation items and were presented using the six-point Likert scales ranging from extremely disagree to extremely agree. The questionnaire was modified as the discussions developed among and the suggestions were presented from the trial survey's participants. A number of threshold questions were added to the beginning of the questionnaire in order to screen for suitable respondents. Primarily, a respondent had to be a foreigner who was on budgettravel in Shanghai and was not associated with a tour arranged through an agency; foreigners who lived and worked in China were not eligible. For the most part, the questionnaires were administered at various hostels within Shanghai by trained interviewers who approached the potential respondents in a hostel's public area; at that time, the interviewers explained the purpose and details of the study. If necessary, the interviewers explained the meanings of the items as well, but did not interfere with the way a question was answered. The questionnaire took around 20 to 30 min, and a stipend of approximately $3U.S. was Table 1 Push statements and their mean scores. Statements
Mean scorea
1. The reason I am traveling at this time is to get away from my busy everyday life. 2. The reason I am traveling at this time is to relax. 3. The reason I am traveling at this time is to be alone. 4. The reason I am traveling at this time is to get away from the responsibilities of daily life. 5. The reason I am traveling at this time is to refresh myself. 6. The reason I am traveling at this time is to clear my mind. 7. The reason I am traveling at this time is to look for thrills or excitement. 8. The reason I am traveling at this time is to experience a foreign lifestyle. 9. The reason I am traveling at this time is to fulfill my curiosity about new things. 10. The reason I am traveling at this time is to enhance relationships with friends/families. 11. The reason I am traveling at this time is to visit a place recommended by friends. 12. The reason I am traveling at this time is to meet new people. 13. The reason I am traveling at this time is to go somewhere I have never visited. 14. The reason I am traveling at this time is to go sightseeing. 15. The reason I am traveling at this time is to seek stimulating experiences. 16. The reason I am traveling at this time is to challenge myself. 17. The reason I am traveling at this time is to improve my travel skills. 18. The reason I am traveling at this time is to expand my interests. 19. The reason I am traveling at this time is to do something meaningful. 20. The reason I am traveling at this time is to increase my knowledge. 21. The reason I am traveling at this time is to visit big cities. 22. The reason I am traveling at this time is to fulfill a long-time desire.
3.78 4.28 2.48 3.23 4.50 4.18 4.36 4.56 4.91 3.83 3.45 4.41 4.83 4.63 4.69 4.14 4.18 4.27 3.98 4.55 3.80 4.00
a Statements are measured using six-point Likert scales ranging from extremely disagree (one point) to extremely agree (six points).
J.L. Hsu et al. / Tourism Management Perspectives 12 (2014) 57–61 Table 2 Pull statements and their mean scores. Statements
Mean score a
1. The reason I am traveling to Shanghai is because of the availability of information about this city. 2. The reason I am traveling to Shanghai is because of its good value. 3. The reason I am traveling to Shanghai is because of its ease of accessibility. 4. The reason I am traveling to Shanghai is because of its historical sites. 5. The reason I am traveling to Shanghai is because of its museums and art galleries. 6. The reason I am traveling to Shanghai is because of its friendly local people. 7. The reason I am traveling to Shanghai is to experience a different culture. 8. The reason I am traveling to Shanghai is to attend its festivals. 9. The reason I am traveling to Shanghai is to try Chinese food. 10. The reason I am traveling to Shanghai is because of its high quality restaurants. 11. The reason I am traveling to Shanghai is because of its rich night life. 12. The reason I am traveling to Shanghai is because of the various selections of lodging/accommodation. 13. The reason that I am traveling to Shanghai is because it affords good personal safety. 14. The reason I am traveling to Shanghai is because of the availability of travel information. 15. The reason I am traveling to Shanghai is because of its convenient public transportation. 16. The reason I am traveling to Shanghai is because of its convenient shopping. 17. The reason I am traveling to Shanghai is because of the opportunity to interact with the local people.
3.38 3.07 3.78 3.33 3.21 3.42 4.50 2.92 3.55 2.80 3.43 3.29 3.17 3.49 3.75 3.34 3.77
a Statements are measured using six-point Likert scales ranging from extremely disagree (one point) to extremely agree (six points).
given to each respondent upon successful completion. For those respondents who could not finish the interview, the questionnaire was discarded and the stipend was not given. Of the 200 surveyed, 183 valid samples were found; most of the invalid samples were due to incomplete responses.
4. Results Males accounted for 64.67% of the valid samples; the average age of all respondents was 26.89 years (range: 14 to 67 years). They hailed from more than 20 countries, and nearly 90% were solo travelers.
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Their educational levels were as follows: 10.87% finished high school, 60.33% graduated from college, 27.17% attended graduate school, and less than 2% had less than a high school education. The mean scores for the 22 push and 17 pull statements are listed in Tables 1 and 2, respectively. Table 1 shows the push statement with the highest score (4.91) is ‘The reason I am traveling at this time is to fulfill my curiosity about new things,’ while the push statement with the lowest score (2.48) is ‘The reason I am traveling at this time is to be alone.’ No doubt, those surveyed were in Shanghai to refresh, relax, and to experience a foreign lifestyle; they were not there to avoid interacting with others. Table 2 shows the pull statement with the highest score (4.50) is ‘The reason I am traveling to Shanghai is to experience a different culture,’ while the pull statement with the lowest score (2.80) is ‘The reason I am traveling to Shanghai is because of its high quality restaurants.’ For sure, many high-end Shanghainese restaurants are usually out-of-reach for a majority of these budget-conscious travelers. Many surveyed respondents felt it was the cultural attractions, the availability of information, and the convenient public transportation that were most important in selecting Shanghai as a backpacking destination. Factor analysis is a multivariate approach used to reduce the dimensionalities of variables and to analyze the interrelationships among a set of variables. By providing empirical estimates for a variable's structure, factor analysis can be used to create summated scales on an objective basis (Hair, Black, Babin, & Anderson, 2010). Factor analysis was employed in this study in order to extract the push and pull dimensions and thus reveal the motivations for backpacking in Shanghai. This same analysis was further utilized to examine how the levels and patterns of motivation for both first-time and repeat backpackers in Shanghai varied as they pertain to these push/pull dimensions. Scree plots and eigenvalues were used to determine the appropriate number of factors, and in the end, six factors (3 push and 3 pull) were extracted using a principal factoring method along with a varimax rotation. If any variable had a factor loading greater than 0.4 on more than one factor, the variable was discarded and the factor analysis was rerun in order to reveal other underlying dimensions for the six factors; six push statements and six pull statements were eventually removed during the factorization process. The total variance for the selected three push and three pull factors were 55.86% and 56.78%, respectively. Cronbach's alpha coefficients were utilized to measure the internal consistency of these factors; these coefficients were all above the recommended cutoff value of 0.6 by Hair et al. (2010). The three dimensions of push factors represent the internal motivations for backpacking (Table 3). These dimensions (and the number of their associated statement variables) are: Enhancement (six),
Table 3 Dimensions of push factors. Statements
Factor 1 Enhancement
The reason I am traveling at this time is to improve my traveling skills. The reason I am traveling at this time is to do something meaningful. The reason I am traveling at this time is to challenge myself. The reason I am traveling at this time is to expand my horizons. The reason I am traveling at this time is to increase my knowledge. The reason I am traveling at this time is to meet new people. The reason I am traveling at this time is to go sightseeing. The reason I am traveling at this time is to go somewhere I have never visited. The reason I am traveling at this time is to fulfill my curiosity about new things. The reason I am traveling at this time is to experience a foreign lifestyle. The reason I am traveling at this time is to seek out new thrills and excitement. The reason I am traveling at this time is to clear my mind. The reason I am traveling at this time is to refresh myself. The reason I am traveling at this time is to get away from my busy everyday life. The reason I am traveling at this time is to relax. The reason I am traveling at this time is to get away from the responsibilities of daily life. Variance explaineda Cronbach's alpha coefficient
0.83 0.78 0.77 0.76 0.73 0.50
a
Cumulative variance explained is 55.86%.
Factor 2 Inquisitiveness
Factor 3 Getaway
0.76 0.75 0.69 0.66 0.58
0.3084 0.8516
0.1431 0.7788
0.76 0.71 0.70 0.66 0.60 0.1071 0.7390
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Table 4 Dimensions of pull factors. Statements
Factor 1 Convenience Factor 2 Cultural aspects Factor 3 Historical aspects
The reason I am traveling to Shanghai is because of the availability of travel information. The reason I am traveling to Shanghai is because of the availability of information about this city. The reason I am traveling to Shanghai is because of its ease of accessibility. The reason I am traveling to Shanghai is because of its convenient public transportation. The reason I am traveling to Shanghai is because of its high quality restaurants. The reason I am traveling to Shanghai is to try Chinese food. The reason I am traveling to Shanghai is to attend its festivals. The reason I am traveling to Shanghai is because of its rich night life. The reason I am traveling to Shanghai is to experience a different culture. The reason I am traveling to Shanghai is because of its historical sites. The reason I am traveling to Shanghai is because of its museums and art galleries. Variance explaineda Cronbach's alpha coefficient
0.84 0.72 0.71 0.70
a
0.77 0.76 0.61 0.55 0.55
0.2983 0.7522
0.1496 0.6914
0.90 0.82 0.1199 0.7400
Cumulative variance explained is 56.78%.
Inquisitiveness (five), and Getaway (five). Factor 1, Enhancement, had the largest variation and highest consistency when compared to the other two factors, Inquisitiveness (a search for new and thrilling adventures) and Getaway (the need to refresh, relax, and recharge). The three dimensions of pull factors explain the external motivations for backpacking (Table 4). These dimensions (and the number of their associated statement variables) are: Convenience (4), Cultural aspects (5), and Historical aspects (2). The first pull factor, Convenience, speaks to things such as the availability of travel information, the ease of accessibility, and the convenient public transportation in Shanghai; the second, Cultural aspects, focuses on the cultural and unique experiences offered there; and the third, Historical aspects, refers to the landmarks, museums, and galleries available within the city. Because the aim of this study was to reveal the differences in the distinct motivations for both first-time and repeat backpackers on their backpacking trips in Shanghai, segmentation was applied so that the respondents could be grouped based on whether they were backpacking there for the first-, second-, or third-time (or more). The average stay in Shanghai for each group of backpackers was as follows: first-time — 6.44 days (n = 132, 72.13% of valid samples), second-time — 7.50 days (n = 20, 10.93% of valid samples), and third-time (or more) — 9.42 days (n = 31, 16.94% of valid samples) (Fig. 1). ANOVA F differences in length of stay were 2.70; significant at 10% significance level. The results show that although the repeat backpackers accounted for a smaller percentage of the total number of respondents, they tended to stay longer in Shanghai than the first-time backpackers. In order to reveal the differences in motivations the for first-time and repeat backpackers, the mean values of the push and full factors were examined. As seen in Table 5, the mean values of the push factors were generally larger than the mean values of the pull factors. MANOVA was utilized and the Wilks' lambda of either the push or the pull factor was statistically significant; this indicates that the three groups of
First visit
Second visit
Third visit (or more)
0
2
4 6 Length of stay in days
8
10
Fig. 1. Length of stay (in days) for first-time and repeat backpackers in Shanghai.
backpackers have different mean values for their respective push and pull factors. Although the backpackers with three or more visits to Shanghai had stayed longer, they were relatively less motivated across all dimensions. Inquisitiveness was strong for the backpackers on their first or second visit to Shanghai, but not for those on their third (or more) visit. The push factors, Enhancement and Getaway, seemed to be important for travel to Shanghai, but the difference between these two factors for all three groups was not statistically significant. The pull factor, Convenience, was important for both the first-time and repeat backpackers; the differences among all three groups were not statistically significant. The other pull factor, Cultural aspects, seemed to be strong for the first-time backpackers; that was not the case for the repeat backpackers. 5. Conclusion The objective of this study was to examine the differences in motivations for backpackers who made first-time and repeat backpacking trips in Shanghai. A total of 200 backpackers were individually interviewed in Shanghai, which resulted in 183 valid samples being used in the analyses. Factor analysis was utilized in this study to extract the push and pull motivational factors for backpacking in Shanghai. The push factors included Enhancement, Inquisitiveness, and Getaway, whereas the pull factors included Convenience, Cultural aspects, and Historical aspects. Segmentation was applied in this study so that if a backpacker was a first-time, second-time, or third-time (or more) visitor to Shanghai, the differences in the push and pull factors among the three groups could be more easily identified. The average stay for the first-time, second-time, and third-time (or more) backpacker in Shanghai was 6.44 days, 7.50 days, and 9.42 days, respectively. Inquisitiveness was a stronger motivation for the backpackers on their first or second visit to Shanghai than it was for those on their third (or more) visit. Cultural aspects seemed to be a stronger motivation for the first-time backpackers; this was not the case for the repeat backpackers. In general, repeat backpackers stayed longer, but were less motivated than the first-time backpackers. The findings in this study revealed that the push factors were more powerful than the pull factors in terms of making Shanghai appealing to the backpackers. For the repeat backpackers, the excitement of backpacking in Shanghai more than once was not that strong, however they tended to relax and enjoy the journey just the same. The findings in this study were in agreement with those in the literature in that heterogeneity indeed exists within the backpacker population (Ateljevic & Doorne, 2005; Hecht & Martin, 2006; Maoz, 2007; Uriely et al., 2002). This study went one step further in that it examined the differences in the push and pull motivational factors for both the first-time and repeat backpackers on their backpacking trips in Shanghai. The findings in this study could be beneficial to tourism professionals in creating strategic marketing efforts in order to attract
J.L. Hsu et al. / Tourism Management Perspectives 12 (2014) 57–61 Table 5 Statistical differences in push and pull factors by number of visits to Shanghai. First visit
Second visit
Third (or more) visit
ANOVA F
p-Value
Push factors Enhancement 4.29 4.44 3.97 Inquisitiveness 4.82 4.59 3.99 Getaway 4.02 3.99 3.90 Wilks' lambda = 0.88, F = 4.01⁎⁎⁎, p-value = 0.0007
1.63 11.41⁎⁎⁎ 0.21
0.1988 0.0001 0.8105
Pull factors Convenience 3.62 3.45 Cultural aspects 3.54 3.21 Historical aspects 3.35 2.73 Wilks' lambda = 0.94, F = 1.81⁎, p-value
0.30 3.31⁎⁎ 2.55⁎
0.7428 0.0386 0.0808
Mean values
3.60 3.13 3.29 = 0.0954
⁎ Indicates significance at 10% significance level. ⁎⁎ Indicates significance at 5% significance level. ⁎⁎⁎ Indicates significance at 1% significance level.
backpackers to not just visit a place, but to return there. The experiences of visiting a foreign country in first-time backpacking trips can spur the ideas of repeat backpacking at the same location in the future. Suggestions to attract repeat backpackers are: (1) First impression is important; hence, facilitating local attractions with quality service is essential; (2) promotion of cultural and historical aspects of the location works well for the first-time backpackers, but may not for repeat backpackers; and (3) providing deepened knowledge of the location with less-known attractions to fulfill the need for inquisitiveness of repeat backpackers can be a fine strategy in destination promotion. The findings can be used as a baseline for further research as well. Backpackers are enthusiastic about the style of backpacking per se. One rationale that backpackers do not return to the same place is simply to seek opportunities to backpack in other places. A limitation of this research is whether style is the fundamental motive of backpacking instead of location of holidays is not deliberated in this study and can be examined in further research to reveal how strategic promotion can be applied in information marketing to attract repeat backpackers.
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Acknowledgments This study is partly supported by a research grant funded by the National Science Council in Taiwan (NSC 94-2416-H-005-005). References Ateljevic, I., & Doorne, S. (2005). Dialectics of authentication: Performing ‘exotic otherness’ in a backpacker enclave of Dali, China. Journal of Tourism and Cultural Change, 3(1), 1–17. Baloglu, S., & Uysal, M. (1996). Market segments of push and pull motivations: A canonical correlation approach. International Journal of Contemporary Hospitality Management, 8(3), 32–38. Beard, J. G., & Ragheb, M. G. (1983). Measuring leisure motivation. Journal of Leisure Research, 15(3), 219–228. Cai, L. A., & Knutson, B. J. (1998). Analyzing domestic tourism demand in China — A behavioral model. Journal of Hospitality and Leisure Marketing, 5(2–3), 95–113. Chitty, B., Ward, S., & Chua, C. (2007). An application of the ECSI model as a predictor of satisfaction and loyalty for backpacker hostels. Marketing Intelligence and Planning, 25(6), 563–580. Correia, A., do Valle, P. O., & Moço, C. (2007a). Why people travel to exotic places. International Journal of Culture, Tourism and Hospitality Research, 1(1), 45–61. Correia, A., do Valle, P. O., & Moço, C. (2007b). Modeling motivations and perceptions of Portuguese tourists. Journal of Business Research, 60(1), 76–80. Crompton, J. L. (1979). Motivations for pleasure vacation. Annals of Tourism Research, 6(4), 408–424. Dann, G. M. S. (1977). Anomie, ego-enhancement and tourism. Annals of Tourism Research, 4(4), 184–194. Hair, J. F., Jr., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis: A global perspective (7th ed.). New Jersey: Pearson Education Inc. Hecht, J. -A., & Martin, D. (2006). Backpacking and hostel-picking: An analysis from Canada. International Journal of Contemporary Hospitality Management, 18(1), 69–77. Josiam, B. M., Smeaton, G., & Clements, C. J. (1999). Involvement: Travel motivation and destination selection. Journal of Vacation Marketing, 5(2), 167–175.
Terry Chun-Ting Wang received his B.S. degree in Marketing from National Chung Hsing University, Taichung, Taiwan, in 2009 and M.S. degree in Finance from University of Texas at Dallas in 2013. He was a former research assistant in the Department of Marketing at National Chung Hsing University and is currently working in a financial institution in Taiwan. His main research interests include quantitative analysis and strategic management.
Phoebe Yu-Hsin Huang received her B.S. degree in Marketing from National Chung Hsing University, Taichung, Taiwan, in 2009. She was a former research assistant in the Department of Marketing at National Chung Hsing University and is currently working in a telecommunication company in Taiwan. Her main research interests include communication and marketing.
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Tourism Management Perspectives journal homepage: www.elsevier.com/locate/tmp
Case study
Motivations for first-time and repeat backpackers in Shanghai Jane Lu Hsu ⁎, Terry Chun-Ting Wang, Phoebe Yu-Hsin Huang Department of Marketing, National Chung Hsing University, 250 Kuo Kuang Road, Taichung 40227, Taiwan
a r t i c l e
i n f o
Article history: Received 7 April 2014 Accepted 11 August 2014 Available online xxxx Keywords: Backpacking Motivation Push and pull factors
a b s t r a c t This study examines the differences in motivations for backpackers who made first-time and repeat backpacking trips in Shanghai. The backpackers were personally interviewed in Shanghai and 183 valid samples were used in the analyses. The average stay in Shanghai for the first-time, second-time, and third-time (or more) backpackers was 6.44 days, 7.50 days, and 9.42 days, respectively. Although the repeat backpackers stayed in Shanghai longer than the first-time backpackers, the former were less motivated. The findings in this study revealed that the push factors were stronger than the pull factors for backpackers. Suggestions to attract repeat backpackers are provided in this study. © 2014 Elsevier Ltd. All rights reserved.
1. Introduction The concept of backpacking originates from the Grand Tour, which were formalized trips taken within the European theater during the 17th and 18th centuries (Loker-Murphy & Pearce, 1995). Contemporary backpacking stems from young tourists participating in small, selfarranged travel groups (Theuns, 1992). Visser (2004) states that backpackers are a sub-set of international budget travelers, and despite their thriftiness, backpackers benefit the visited economy (Mohsin & Ryan, 2003). Some motivations for backpacking include the opportunities for learning (Pearce & Foster, 2007), the experience of the local lifestyle (Maoz, 2007), and the chances to meet other travelers (OliveiraBrochado & Gameiro, 2013). Backpackers travel with an independent and flexible trip arrangement in mind (Pearce, 1990), and are different from other tourists in that backpackers are less motivated for travel luxuries (Larsen, Øgaard, & Brun, 2011). To obtain the unique travel experiences associated with backpacking, backpackers are inclined to avoid mainstream tourists (Loker-Murphy & Pearce, 1995). Chitty, Ward, and Chua (2007) conclude that backpackers often stay longer and visit more locations than mainstream tourists. Backpackers have long been considered distinct from the business traveler or family vacationer. Pearce and Foster (2007) claim that backpackers as a group should not be considered homogeneous, for heterogeneity indeed exists within specific backpacker segments (Ateljevic &
⁎ Corresponding author at: Department of Marketing, Rm 764, National Chung Hsing University, 250 Kuo Kuang Road, Taichung 40227, Taiwan. Tel.: +886 4 2285 6376. E-mail address: [email protected] (J.L. Hsu).
http://dx.doi.org/10.1016/j.tmp.2014.08.001 2211-9736/© 2014 Elsevier Ltd. All rights reserved.
Doorne, 2005; Hecht & Martin, 2006; Maoz, 2007; Uriely, Yonay, & Simchai, 2002). Larsen et al. (2011) argue that since the literature provides little backpacker information in regard to nationality, age and gender, life-cycle status, and trip planning, this limits the discussion on a proper representation for this group of travelers. In the same vein, Larsen et al. (2011) compare travel motivators for backpackers with those of mainstream travelers, but find that the motivations for the first-time and repeat backpackers alone have not been thoroughly discussed in the literature. Backpackers travel to explore on a limited budget, yet with such limited travel funds, what would motivate a backpacker to visit a particular location? Further, what would motivate a backpacker to visit that location again? Would different motivations exist for a backpacker's first trip than for his or her second backpacking trip there? In light of those questions, the objective of this study is to reveal the differences in motivations for first-time and repeat backpackers to backpack in Shanghai. By extension, this study also will reveal the scope of heterogeneity that exists within the backpacker population on account of the prevailing motivations for visiting a place once, twice, and multiple times; this study will also fill the gap within the relevant literature. The findings in this study potentially could benefit tourism professionals by providing insight into the behaviors that might serve as key indicators for targeting and attracting backpackers to various locations. Backpacking in China has been made popular as a result of recent international events, namely the Beijing Olympics in 2008 and the Shanghai Expo in 2010. For sure, Shanghai has a history of attracting foreign travelers; the long list of foreign governments who have occupied the area in the past is indicative of that. Shanghai possesses a modern infrastructure and solid service industry that allow the foreign traveler to move about the city in an independent and effortless
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manner. Because of these attributes, the City of Shanghai was chosen for this study with the goal of examining the motivations for both first-time and repeat backpacking trips to this city. China's tourism industry as a whole has experienced rapid development since the 1990s, yet despite this, the literature speaks exclusively to its domestic market but limited to its foreign market (Cai & Knutson, 1998; Wang & Qu, 2004; Wu, Zhu, & Xu, 2000). International tourism in China has not been thoroughly examined, and very little has been discussed as it pertains to backpacking. Although backpacking may not be a dominate sector within China, the importance of this type of travel within this country cannot be overemphasized. 2. Motivational factors in backpacking Dann (1977) suggests a two-tier scheme of motivational factors called push and pull dimensions. The push dimensions refer to the internal forces, such as the social–psychological motivators that drive an individual to travel. The pull dimensions refer to the external forces, otherwise known as a destination's outward features, specific attractions or unique attributes that entice one to visit. Both of these factors are believed to be in effect at the same time (Crompton, 1979; Uysal & Jurowski, 1994). Crompton (1979) uses in-depth interviews to explore adults' vacation decisions and through that obtains nine motivational factors. Seven of which are push factors: escape from a perceived mundane environment, exploration and evaluation of self, relaxation, prestige, regression, enhancement of kinship relationships, and facilitation of social interaction. The other two are pull factors: novelty and education. Crompton (1979) states these factors should not be considered mutually exclusive. Uysal and Jurowski (1994) examine the push and pull factors using regression analysis, and suggest that these factors be examined simultaneously due to the fact that they are inherently related. Baloglu and Uysal (1996) use canonical correlation analysis to highlight the relationship between the push and pull factors. Kao, Patterson, Scott, and Li (2008) apply the push and pull theory to examine the motivations of Taiwanese for visiting Australia and the relevant satisfaction gained. As it turns out, the primary push factor was to ‘travel around the world,’ while the main pull factor was to ‘appreciate the sunshine and scenery.’ In their research, Llewellyn-Smith and McCabe (2008) examine some students' motivations for becoming international exchange students at an Australian university. The results showed that a ‘desire to travel’ and an ‘opportunity for fun and excitement’ were both important push factors for these students. Their leading pull factor, which was similar to that of Taiwanese, was ‘to enjoy the Australian sea, sun, and surf.’ Mohsin and Ryan (2003) point out that ‘broaden knowledge about the world’ and ‘attraction of natural sites’ are both strong motivations for traveling in Australia's Northern Territory. In general, Correia, do Valle, and Moço (2007a) conclude that when traveling, the important push factors are ‘knowledge,’ ‘leisure,’ and ‘socialization,’ while ‘facilities,’ ‘core attractions,’ and ‘landscape features’ are all important pull factors. Josiam, Smeaton, and Clements (1999) mention that motivations, such as those listed and measured in the provided push and pull dimension tables, influence the final travel destinations. Kim, Jogaratnam, and Noh (2006) point out that travel motivation is an important dynamic when deciding where and even whether to go on a trip. Reichel, Fuchs, and Uriely (2009) conclude that motivations are strongly linked to the ultimate backpacking destinations. As mentioned, motivational factors are significantly relevant when backpackers make travel plans; these budget travelers are driven by a plurality of internal and external (i.e. push and pull) forces that assist in these plans. The motivation to visit a specific location can vary for both first-time and repeat backpackers, and, as this study will show, it is these distinct push and pull dimensions that are instrumental in the backpackers' travel decisions. This study could be valuable to tourism
professionals in developing effective marketing strategies for this heterogeneous group of travelers. 3. Research methods The surveys were administered by in-person interviews in Shanghai, China, and the replies were used to reveal the motivations for both firsttime and repeat backpackers to backpack in Shanghai. A trial survey consisting of 30 participants was conducted before proceeding with the formal questionnaire in order to discover any necessary changes. The suggestions offered by the professionals, practitioners, and respondents who participated in the trial survey helped to optimize the questionnaire's items. These push and pull motivation statements in the questionnaire were selected from the relevant literature (Baloglu & Uysal, 1996; Beard & Ragheb, 1983; Correia, do Valle, & Moço, 2007b; Kim et al., 2006; Mohsin & Ryan, 2003; Pyo, Mihalik, & Uysal, 1989; Ryan & Glendon, 1998). The questionnaire contained 22 push and 17 pull motivation items and were presented using the six-point Likert scales ranging from extremely disagree to extremely agree. The questionnaire was modified as the discussions developed among and the suggestions were presented from the trial survey's participants. A number of threshold questions were added to the beginning of the questionnaire in order to screen for suitable respondents. Primarily, a respondent had to be a foreigner who was on budgettravel in Shanghai and was not associated with a tour arranged through an agency; foreigners who lived and worked in China were not eligible. For the most part, the questionnaires were administered at various hostels within Shanghai by trained interviewers who approached the potential respondents in a hostel's public area; at that time, the interviewers explained the purpose and details of the study. If necessary, the interviewers explained the meanings of the items as well, but did not interfere with the way a question was answered. The questionnaire took around 20 to 30 min, and a stipend of approximately $3U.S. was Table 1 Push statements and their mean scores. Statements
Mean scorea
1. The reason I am traveling at this time is to get away from my busy everyday life. 2. The reason I am traveling at this time is to relax. 3. The reason I am traveling at this time is to be alone. 4. The reason I am traveling at this time is to get away from the responsibilities of daily life. 5. The reason I am traveling at this time is to refresh myself. 6. The reason I am traveling at this time is to clear my mind. 7. The reason I am traveling at this time is to look for thrills or excitement. 8. The reason I am traveling at this time is to experience a foreign lifestyle. 9. The reason I am traveling at this time is to fulfill my curiosity about new things. 10. The reason I am traveling at this time is to enhance relationships with friends/families. 11. The reason I am traveling at this time is to visit a place recommended by friends. 12. The reason I am traveling at this time is to meet new people. 13. The reason I am traveling at this time is to go somewhere I have never visited. 14. The reason I am traveling at this time is to go sightseeing. 15. The reason I am traveling at this time is to seek stimulating experiences. 16. The reason I am traveling at this time is to challenge myself. 17. The reason I am traveling at this time is to improve my travel skills. 18. The reason I am traveling at this time is to expand my interests. 19. The reason I am traveling at this time is to do something meaningful. 20. The reason I am traveling at this time is to increase my knowledge. 21. The reason I am traveling at this time is to visit big cities. 22. The reason I am traveling at this time is to fulfill a long-time desire.
3.78 4.28 2.48 3.23 4.50 4.18 4.36 4.56 4.91 3.83 3.45 4.41 4.83 4.63 4.69 4.14 4.18 4.27 3.98 4.55 3.80 4.00
a Statements are measured using six-point Likert scales ranging from extremely disagree (one point) to extremely agree (six points).
J.L. Hsu et al. / Tourism Management Perspectives 12 (2014) 57–61 Table 2 Pull statements and their mean scores. Statements
Mean score a
1. The reason I am traveling to Shanghai is because of the availability of information about this city. 2. The reason I am traveling to Shanghai is because of its good value. 3. The reason I am traveling to Shanghai is because of its ease of accessibility. 4. The reason I am traveling to Shanghai is because of its historical sites. 5. The reason I am traveling to Shanghai is because of its museums and art galleries. 6. The reason I am traveling to Shanghai is because of its friendly local people. 7. The reason I am traveling to Shanghai is to experience a different culture. 8. The reason I am traveling to Shanghai is to attend its festivals. 9. The reason I am traveling to Shanghai is to try Chinese food. 10. The reason I am traveling to Shanghai is because of its high quality restaurants. 11. The reason I am traveling to Shanghai is because of its rich night life. 12. The reason I am traveling to Shanghai is because of the various selections of lodging/accommodation. 13. The reason that I am traveling to Shanghai is because it affords good personal safety. 14. The reason I am traveling to Shanghai is because of the availability of travel information. 15. The reason I am traveling to Shanghai is because of its convenient public transportation. 16. The reason I am traveling to Shanghai is because of its convenient shopping. 17. The reason I am traveling to Shanghai is because of the opportunity to interact with the local people.
3.38 3.07 3.78 3.33 3.21 3.42 4.50 2.92 3.55 2.80 3.43 3.29 3.17 3.49 3.75 3.34 3.77
a Statements are measured using six-point Likert scales ranging from extremely disagree (one point) to extremely agree (six points).
given to each respondent upon successful completion. For those respondents who could not finish the interview, the questionnaire was discarded and the stipend was not given. Of the 200 surveyed, 183 valid samples were found; most of the invalid samples were due to incomplete responses.
4. Results Males accounted for 64.67% of the valid samples; the average age of all respondents was 26.89 years (range: 14 to 67 years). They hailed from more than 20 countries, and nearly 90% were solo travelers.
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Their educational levels were as follows: 10.87% finished high school, 60.33% graduated from college, 27.17% attended graduate school, and less than 2% had less than a high school education. The mean scores for the 22 push and 17 pull statements are listed in Tables 1 and 2, respectively. Table 1 shows the push statement with the highest score (4.91) is ‘The reason I am traveling at this time is to fulfill my curiosity about new things,’ while the push statement with the lowest score (2.48) is ‘The reason I am traveling at this time is to be alone.’ No doubt, those surveyed were in Shanghai to refresh, relax, and to experience a foreign lifestyle; they were not there to avoid interacting with others. Table 2 shows the pull statement with the highest score (4.50) is ‘The reason I am traveling to Shanghai is to experience a different culture,’ while the pull statement with the lowest score (2.80) is ‘The reason I am traveling to Shanghai is because of its high quality restaurants.’ For sure, many high-end Shanghainese restaurants are usually out-of-reach for a majority of these budget-conscious travelers. Many surveyed respondents felt it was the cultural attractions, the availability of information, and the convenient public transportation that were most important in selecting Shanghai as a backpacking destination. Factor analysis is a multivariate approach used to reduce the dimensionalities of variables and to analyze the interrelationships among a set of variables. By providing empirical estimates for a variable's structure, factor analysis can be used to create summated scales on an objective basis (Hair, Black, Babin, & Anderson, 2010). Factor analysis was employed in this study in order to extract the push and pull dimensions and thus reveal the motivations for backpacking in Shanghai. This same analysis was further utilized to examine how the levels and patterns of motivation for both first-time and repeat backpackers in Shanghai varied as they pertain to these push/pull dimensions. Scree plots and eigenvalues were used to determine the appropriate number of factors, and in the end, six factors (3 push and 3 pull) were extracted using a principal factoring method along with a varimax rotation. If any variable had a factor loading greater than 0.4 on more than one factor, the variable was discarded and the factor analysis was rerun in order to reveal other underlying dimensions for the six factors; six push statements and six pull statements were eventually removed during the factorization process. The total variance for the selected three push and three pull factors were 55.86% and 56.78%, respectively. Cronbach's alpha coefficients were utilized to measure the internal consistency of these factors; these coefficients were all above the recommended cutoff value of 0.6 by Hair et al. (2010). The three dimensions of push factors represent the internal motivations for backpacking (Table 3). These dimensions (and the number of their associated statement variables) are: Enhancement (six),
Table 3 Dimensions of push factors. Statements
Factor 1 Enhancement
The reason I am traveling at this time is to improve my traveling skills. The reason I am traveling at this time is to do something meaningful. The reason I am traveling at this time is to challenge myself. The reason I am traveling at this time is to expand my horizons. The reason I am traveling at this time is to increase my knowledge. The reason I am traveling at this time is to meet new people. The reason I am traveling at this time is to go sightseeing. The reason I am traveling at this time is to go somewhere I have never visited. The reason I am traveling at this time is to fulfill my curiosity about new things. The reason I am traveling at this time is to experience a foreign lifestyle. The reason I am traveling at this time is to seek out new thrills and excitement. The reason I am traveling at this time is to clear my mind. The reason I am traveling at this time is to refresh myself. The reason I am traveling at this time is to get away from my busy everyday life. The reason I am traveling at this time is to relax. The reason I am traveling at this time is to get away from the responsibilities of daily life. Variance explaineda Cronbach's alpha coefficient
0.83 0.78 0.77 0.76 0.73 0.50
a
Cumulative variance explained is 55.86%.
Factor 2 Inquisitiveness
Factor 3 Getaway
0.76 0.75 0.69 0.66 0.58
0.3084 0.8516
0.1431 0.7788
0.76 0.71 0.70 0.66 0.60 0.1071 0.7390
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Table 4 Dimensions of pull factors. Statements
Factor 1 Convenience Factor 2 Cultural aspects Factor 3 Historical aspects
The reason I am traveling to Shanghai is because of the availability of travel information. The reason I am traveling to Shanghai is because of the availability of information about this city. The reason I am traveling to Shanghai is because of its ease of accessibility. The reason I am traveling to Shanghai is because of its convenient public transportation. The reason I am traveling to Shanghai is because of its high quality restaurants. The reason I am traveling to Shanghai is to try Chinese food. The reason I am traveling to Shanghai is to attend its festivals. The reason I am traveling to Shanghai is because of its rich night life. The reason I am traveling to Shanghai is to experience a different culture. The reason I am traveling to Shanghai is because of its historical sites. The reason I am traveling to Shanghai is because of its museums and art galleries. Variance explaineda Cronbach's alpha coefficient
0.84 0.72 0.71 0.70
a
0.77 0.76 0.61 0.55 0.55
0.2983 0.7522
0.1496 0.6914
0.90 0.82 0.1199 0.7400
Cumulative variance explained is 56.78%.
Inquisitiveness (five), and Getaway (five). Factor 1, Enhancement, had the largest variation and highest consistency when compared to the other two factors, Inquisitiveness (a search for new and thrilling adventures) and Getaway (the need to refresh, relax, and recharge). The three dimensions of pull factors explain the external motivations for backpacking (Table 4). These dimensions (and the number of their associated statement variables) are: Convenience (4), Cultural aspects (5), and Historical aspects (2). The first pull factor, Convenience, speaks to things such as the availability of travel information, the ease of accessibility, and the convenient public transportation in Shanghai; the second, Cultural aspects, focuses on the cultural and unique experiences offered there; and the third, Historical aspects, refers to the landmarks, museums, and galleries available within the city. Because the aim of this study was to reveal the differences in the distinct motivations for both first-time and repeat backpackers on their backpacking trips in Shanghai, segmentation was applied so that the respondents could be grouped based on whether they were backpacking there for the first-, second-, or third-time (or more). The average stay in Shanghai for each group of backpackers was as follows: first-time — 6.44 days (n = 132, 72.13% of valid samples), second-time — 7.50 days (n = 20, 10.93% of valid samples), and third-time (or more) — 9.42 days (n = 31, 16.94% of valid samples) (Fig. 1). ANOVA F differences in length of stay were 2.70; significant at 10% significance level. The results show that although the repeat backpackers accounted for a smaller percentage of the total number of respondents, they tended to stay longer in Shanghai than the first-time backpackers. In order to reveal the differences in motivations the for first-time and repeat backpackers, the mean values of the push and full factors were examined. As seen in Table 5, the mean values of the push factors were generally larger than the mean values of the pull factors. MANOVA was utilized and the Wilks' lambda of either the push or the pull factor was statistically significant; this indicates that the three groups of
First visit
Second visit
Third visit (or more)
0
2
4 6 Length of stay in days
8
10
Fig. 1. Length of stay (in days) for first-time and repeat backpackers in Shanghai.
backpackers have different mean values for their respective push and pull factors. Although the backpackers with three or more visits to Shanghai had stayed longer, they were relatively less motivated across all dimensions. Inquisitiveness was strong for the backpackers on their first or second visit to Shanghai, but not for those on their third (or more) visit. The push factors, Enhancement and Getaway, seemed to be important for travel to Shanghai, but the difference between these two factors for all three groups was not statistically significant. The pull factor, Convenience, was important for both the first-time and repeat backpackers; the differences among all three groups were not statistically significant. The other pull factor, Cultural aspects, seemed to be strong for the first-time backpackers; that was not the case for the repeat backpackers. 5. Conclusion The objective of this study was to examine the differences in motivations for backpackers who made first-time and repeat backpacking trips in Shanghai. A total of 200 backpackers were individually interviewed in Shanghai, which resulted in 183 valid samples being used in the analyses. Factor analysis was utilized in this study to extract the push and pull motivational factors for backpacking in Shanghai. The push factors included Enhancement, Inquisitiveness, and Getaway, whereas the pull factors included Convenience, Cultural aspects, and Historical aspects. Segmentation was applied in this study so that if a backpacker was a first-time, second-time, or third-time (or more) visitor to Shanghai, the differences in the push and pull factors among the three groups could be more easily identified. The average stay for the first-time, second-time, and third-time (or more) backpacker in Shanghai was 6.44 days, 7.50 days, and 9.42 days, respectively. Inquisitiveness was a stronger motivation for the backpackers on their first or second visit to Shanghai than it was for those on their third (or more) visit. Cultural aspects seemed to be a stronger motivation for the first-time backpackers; this was not the case for the repeat backpackers. In general, repeat backpackers stayed longer, but were less motivated than the first-time backpackers. The findings in this study revealed that the push factors were more powerful than the pull factors in terms of making Shanghai appealing to the backpackers. For the repeat backpackers, the excitement of backpacking in Shanghai more than once was not that strong, however they tended to relax and enjoy the journey just the same. The findings in this study were in agreement with those in the literature in that heterogeneity indeed exists within the backpacker population (Ateljevic & Doorne, 2005; Hecht & Martin, 2006; Maoz, 2007; Uriely et al., 2002). This study went one step further in that it examined the differences in the push and pull motivational factors for both the first-time and repeat backpackers on their backpacking trips in Shanghai. The findings in this study could be beneficial to tourism professionals in creating strategic marketing efforts in order to attract
J.L. Hsu et al. / Tourism Management Perspectives 12 (2014) 57–61 Table 5 Statistical differences in push and pull factors by number of visits to Shanghai. First visit
Second visit
Third (or more) visit
ANOVA F
p-Value
Push factors Enhancement 4.29 4.44 3.97 Inquisitiveness 4.82 4.59 3.99 Getaway 4.02 3.99 3.90 Wilks' lambda = 0.88, F = 4.01⁎⁎⁎, p-value = 0.0007
1.63 11.41⁎⁎⁎ 0.21
0.1988 0.0001 0.8105
Pull factors Convenience 3.62 3.45 Cultural aspects 3.54 3.21 Historical aspects 3.35 2.73 Wilks' lambda = 0.94, F = 1.81⁎, p-value
0.30 3.31⁎⁎ 2.55⁎
0.7428 0.0386 0.0808
Mean values
3.60 3.13 3.29 = 0.0954
⁎ Indicates significance at 10% significance level. ⁎⁎ Indicates significance at 5% significance level. ⁎⁎⁎ Indicates significance at 1% significance level.
backpackers to not just visit a place, but to return there. The experiences of visiting a foreign country in first-time backpacking trips can spur the ideas of repeat backpacking at the same location in the future. Suggestions to attract repeat backpackers are: (1) First impression is important; hence, facilitating local attractions with quality service is essential; (2) promotion of cultural and historical aspects of the location works well for the first-time backpackers, but may not for repeat backpackers; and (3) providing deepened knowledge of the location with less-known attractions to fulfill the need for inquisitiveness of repeat backpackers can be a fine strategy in destination promotion. The findings can be used as a baseline for further research as well. Backpackers are enthusiastic about the style of backpacking per se. One rationale that backpackers do not return to the same place is simply to seek opportunities to backpack in other places. A limitation of this research is whether style is the fundamental motive of backpacking instead of location of holidays is not deliberated in this study and can be examined in further research to reveal how strategic promotion can be applied in information marketing to attract repeat backpackers.
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Terry Chun-Ting Wang received his B.S. degree in Marketing from National Chung Hsing University, Taichung, Taiwan, in 2009 and M.S. degree in Finance from University of Texas at Dallas in 2013. He was a former research assistant in the Department of Marketing at National Chung Hsing University and is currently working in a financial institution in Taiwan. His main research interests include quantitative analysis and strategic management.
Phoebe Yu-Hsin Huang received her B.S. degree in Marketing from National Chung Hsing University, Taichung, Taiwan, in 2009. She was a former research assistant in the Department of Marketing at National Chung Hsing University and is currently working in a telecommunication company in Taiwan. Her main research interests include communication and marketing.