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ABSTRACT
This study investigates the differences in traveler information-seeking behaviors between United States (US) American and Chinese travelers. A Chi-Square statistical analysis of 700 US and 352 Chinese questionnaires showed that age and educational level were significant factors in both cases. There were significant differences in terms of how the two groups sought travel information as well as in their respective travel behaviors. American travelers relied heavily on the internet while the Chinese preferred word-of-mouth recommendations. These findings are critical to tourism marketers at a time when managers are being held accountable for their marketing budgets. Implications and suggestions for future research are discussed.
Acknowledgments
The research was supported by the National Natural Science Foundation of China [Grant No. 71272173] and the China Postdoctoral Science Foundation [Grant No. 201104426].
Additional information
Notes on contributors
Zephaniah Kambele
Zephaniah Kambele is a doctoral student in the School of Management, Harbin Institute of Technology Room 231, 13 Fayuan Street, Nangang District, Harbin, China 150001 (E‐mail: [email protected]).
Guoxin Li
Guoxin Li, PhD, is a Professor at the School of Management, Harbin Institute of Technology, Rm 231, 13 Fayuan Street, Nangang District, Harbin, China 150001 (E‐mail: [email protected]).
Zongqing Zhou
Zongqing Zhou, PhD, is Professor at the College of Hospitality and Tourism Management, St. Vincent’s Hall, R412, Niagara University, NY 14101, USA (E‐mail: [email protected]).