The relationship between vacation factors and socio-demographic and travelling characteristics: The case of Japanese leisure travellers

Abstract

Understanding consumers' travel decision-making and choice of destination helps in developing appropriate marketing strategies. To have a better understanding about Japanese leisure travellers, this study was designed to identify the relative importance of vacation motives as perceived by Japanese travellers; to identify the underlying dimensions of the vacation motives, and to examine the significant differences between the derived vacation factors and sociodemographic variables and travelling characteristics. A survey was conducted with 406 Japanese leisure travellers to Hong Kong. The results show that 'enjoying holidays' is the most important vacation motive. Five vacation factors were derived: 'benefits sought', 'attractions and climate', 'cosmopolitan city', 'exploration' and 'dream fulfillment'. A relationship between vacation factors among the sociodemographic and travelling characteristics were also identified in the study.