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Hospitality Net
21-05-2025
- Hospitality Net
Chinese Culture Guides Millennial Green Travel
Tourism can offer unforgettable experiences, but it comes with increasing environmental costs. As sustainability takes centre stage in the industry, an emerging focus is on how travellers themselves can make a difference through pro-environmental behaviour (PEB). To date, however, the interplay of personal and cultural values in shaping such behaviour remains underexplored. Seeking to fill this gap, Professor Dori Davari and Professor Seongseop (Sam) Kim of the School of Hotel and Tourism Management (SHTM) at The Hong Kong Polytechnic University (PolyU), working with a co-author, targeted Chinese millennials, a major consumer group known for valuing luxury and self-expression while showing growing environmental concern. This demographic offered a unique lens through which to investigate the influence of values on tourists' PEB, yielding guidance for fostering sustainable tourism practices amongst one of the world's most influential populations. Tourism places enormous stress on the environment. It consumes huge volumes of natural resources, contributes as much as 5% of the world's greenhouse gas emissions, and causes overcrowding, traffic congestion and damage to local communities. No wonder, then, that sustainable development has become a major focus of almost all stakeholders in the tourism industry. An effective strategy for promoting sustainable tourism is to encourage and engage customers in pro-environmental behaviour , say the researchers. Such behaviour is consciously intended to minimise the negative impact of one's actions on the natural and built environment. For example, tourists who exhibit PEB might choose to travel by train rather than aeroplane, stay at hotels that prioritise sustainability and buy souvenirs from local artisans rather than mass-produced goods. Given its potential benefits, promoting travellers' PEB is a critical task for policy makers and destination managers. But what factors can increase tourists' awareness of the need for sustainability and willingness to behave in an environmentally friendly manner while enjoying their travels? Pro-environmental behaviour is a multifaceted phenomenon influenced by both individual and cultural values , say the authors. For example, research has shown that hedonic values – individual values that emphasise pleasure, enjoyment and delight over functional (utilitarian) benefits – may either promote or inhibit PEB. Meanwhile, the cultural value of femininity (vs masculinity) is associated with greater care for the environment and nature. However, the authors noted an important research gap: no studies to date had simultaneously examined the influence of individual values and cultural values on PEB. To fill this gap, they selected an important and understudied population for analysis: Chinese millennials, or the so-called 'Generation Y', who currently make up more than 27.3% of the Chinese population. Interestingly , the researchers explain, there is empirical evidence that Chinese millennials have different consumption behaviours. They tend to value self-expression and regard luxury goods and brands as symbols of success, while at the same time exhibiting increasing concern about the environment. Therefore , the researchers note, examining their pro-environmental behaviour in the tourism context could unveil new mysteries . Focusing on tourists from China's Generation Y, the authors set out to achieve three objectives. First, they aimed to reveal the influence of both individual and cultural values on PEB. Second, they asked how the relationship between values and PEB is mediated by a preference for sustainable tourism. Finally, they measured the impact of environmental concern on the strength of the relationship between values and PEB. Individual values were considered in terms of hedonic and utilitarian values, which guide consumers to make decisions based on pleasure and functionality, respectively. Both hedonic and utilitarian values are necessary conditions for fostering a high level of pro-environmental attitude and behaviour , the researchers proposed. That is, tourists who focus on pleasure are more likely than not to choose sustainable travel options and adopt eco-friendly behaviours during their trips. Similarly, those who value practicality and efficiency are inclined towards sustainable tourism. Meanwhile, cultural values were defined using Hofstede's (2011) five-dimensional model. The authors hypothesised that sustainable travel and PEB are inhibited by four of the cultural values identified by Hofstede – high power distance, masculinity, individualism and uncertainty avoidance – and promoted by the fifth, namely long-term orientation. To test their hypotheses, the authors conducted a survey and subjected the results to rigorous data analysis. The population for this study was 350 million Chinese millennials, they explain. Ultimately, 429 questionnaire responses were analysed, representing the views of Chinese members of Generation Y who were aged between 20 and 40, understood how their behaviour could impact the environment and were willing to participate in tourism activities. The findings were instructive. This paper revealed the importance of the cultural values of Chinese millennials in promoting both pro-environmental behaviour and a preference for sustainable tourism , report the researchers. As such, their findings provide strong support for previous research that has recommended exploring and testing cultural values as predictors of PEB. Specifically, collectivism and a long-term orientation had a positive impact on the respondents' pro-environmental attitudes, which was evident in both their preferences and their behaviours. Conversely, high levels of power distance and tolerance for uncertainty resulted in less pro-environmental attitudes. Simultaneously, masculinity, as expressed in their tendency to obtain more profit in advance, was harmful, explain the authors. The results also shed light on the influence of individual values on Chinese millennials' preference for sustainable tourism and PEB. This is important, the researchers tell us, because culture must be understood at the individual level to enable the development of effective marketing tactics for promoting sustainable tourism and efficient pro-environmental behaviour . Hedonic and utilitarian values not only stimulated PEB amongst tourists but also intensified their preference for sustainable tourism. The researchers also reported the novel finding that a preference for sustainable tourism acted as an intermediary mechanism linking cultural values and behaviour. Without a genuine awareness and internal appreciation of environmental issues and the importance of sustainability , they note, individuals are unlikely to prioritise a preference for sustainable tourism . These findings have timely practical implications in an age of overtourism. Understanding Chinese millennials' pro-environmental behaviour considering cultural and personal values leads to developing innovative strategies to attract them to sustainable tourism, the authors tell us. This is crucial given that most of Generation Y are parents and will continue to exert a major influence on China's economy as the main consumers for the next few decades. Based on the findings, the researchers advise destination marketing organisations (DMOs) to promote more masculine, less power-distant, less individualistic, more uncertainty-avoiding, and more long-term-oriented messages to attract Chinese millennial tourists . To encourage this pivotal population to help save the environment, DMOs should involve them in activities such as co-creating groups on social media or having an interactive presence on Chinese-dominated social media platforms . Millennials are also role models for the next generation, especially their own children. Governments and DMOs should thus emphasise the pleasure and enjoyment (hedonic values) to be gained from family pro-environmental travel experiences. Hosting eco-friendly events at schools, holding sustainability-specific festivals and celebrating Earth Day are examples of activities in which both Chinese millennial parents and their children can be involved. With such approaches , the researchers say, policymakers can target younger generations to foster pro-environmental attitudes in tourism from an early age and beyond . Dori Davari, Saeid Nosrati & Seongseop (Sam) Kim. (2024). Do Cultural and Individual Values Influence Sustainable Tourism and Pro-Environmental Behavior? Focusing on Chinese Millennials. Journal of Travel & Tourism Marketing, Vol. 41, Issue 4, 559–577. About PolyU School of Hotel and Tourism Management For more than four decades, the School of Hotel and Tourism Management (SHTM) of The Hong Kong Polytechnic University has refined a distinctive vision of hospitality and tourism education and become a world-leading hotel and tourism school. Ranked No. 1 in the world in the "Hospitality and Tourism Management" category in ShanghaiRanking's Global Ranking of Academic Subjects 2024 for the eighth consecutive year; placed No. 1 globally in the "Commerce, Management, Tourism and Services" category in the University Ranking by Academic Performance in 2023/2024 for seven years in a row; rated No. 1 in the world in the "Hospitality, Leisure, Sport & Tourism" subject area by the CWUR Rankings by Subject 2017; and ranked No. 1 in Asia in the "Hospitality and Leisure Management" subject area in the QS World University Rankings by Subject 2025, the SHTM is a symbol of excellence in the field, exemplifying its motto of Leading Hospitality and Tourism. The School is driven by the need to serve its industry and academic communities through the advancement of education and dissemination of knowledge. With a strong international team of over 90 faculty members from 21 countries and regions around the world, the SHTM offers programmes at levels ranging from undergraduate to doctoral degrees. Through Hotel ICON, the School's groundbreaking teaching and research hotel and a vital aspect of its paradigm-shifting approach to hospitality and tourism education, the SHTM is advancing teaching, learning and research, and inspiring a new generation of passionate, pioneering professionals to take their positions as leaders in the hospitality and tourism industry. Website: Pauline Ngan Senior Marketing Manager +852 3400 2634 Hong Kong PolyU
RTHK
25-04-2025
- Business
- RTHK
Tourism satisfaction reaches record high in 2024
Tourism satisfaction reaches record high in 2024 Hong Kong has achieved a high level of tourist satisfaction, with all sectors seeing high scores. File photo: RTHK Hong Kong's tourism sector has demonstrated robust recovery, with its Tourism Satisfaction Index rebounding to pre-pandemic levels by 2023 and reaching an all-time high in 2024, according to recent research from the Hong Kong Polytechnic University's School of Hotel and Tourism Management. The school's Research Centre for Digital Transformation of Tourism has enhanced its assessment framework by integrating large language models to analyse tourist satisfaction across six key sectors – attractions, hotels, immigration, restaurants, retail shops and transportation – from 2012 to 2024. Findings reveal consistent outperformance by the transport sector and attractions, while retail shops and restaurants lagged in satisfaction scores. Haiyan Song, principal investigator and the school's associate dean, said education and training are essential in elevating service quality. He noted that the index serves as a tool for service providers to identify areas needing improvement. "After those analyses, they will be able to identify which areas they are not doing well compared with their competitors or overall sector indices so that they can make decisions internally to improve those areas," he said. "This is to do with the human resource management in hotels, attractions and so on and so forth. "For the government, I think it is a more at the destination level. "They should provide incentives. For example, if businesses are doing well in terms of providing high quality services, they should be recognised and promoted one way or another, or there should even be financial rewards for those businesses that are doing well." Song also said Hong Kong needs to diversify its tourism offerings in light of fierce competition from nearby destinations, including the Greater Bay Area, Japan and Singapore. "In future, younger generations will become the major source of tourists for Hong Kong," he said. "We should diversify tourism products and services to meet the demands of younger generations." "For example, [we can have] music tourism, sports tourism and also cultural tourism and nature tourism and so on and so forth, so [let's] diversify the products and services with a view to being more competitive."
Yahoo
14-04-2025
- Yahoo
Why tourist information centers are some of Asia's top tourist attractions
Many travelers associate tourist information centers with maps and help finding a nearby public bathroom. But Tammy Mermelstein counts her visits to tourist info booths as some of the highlights of her recent holiday in Japan. The Houston-based mom of two spent more than a year planning her family's three-week trip to Japan. Though she came back with some special souvenirs — like scraps from a kimono found in a flea market and turned into wall art — she loves showing off the book of stamps she collected from traveler information centers and other tourist attractions around the country. In some parts of Europe, the tourist information booth is becoming a thing of the past. Paris said adieu to its last remaining tourist information center, next to the Eiffel Tower, in January. Scotland has announced that all of its will shut by the end of 2025. Tourism officials in both destinations cited social media and widespread access to smartphones as a reason for shutting down physical offices. Both tourism bodies have switched to a 'digital first' model, shifting their focus to Instagram and TikTok as well as setting up dedicated WhatsApp channels for travelers who have specific questions. But while some industry insiders are already writing obituaries for in-person tourist support centers, destinations around Asia are actually increasing the number of traveler help desks. Xiang Li, director of the School of Hotel and Tourism Management at the Chinese University of Hong Kong, says that Asia's tourist information centers are thriving because of the different mindsets of travelers in the region. 'Asian tourists generally value structured guidance and interpersonal explanations,' he tells CNN Travel. 'Many of these travelers are less experienced with international travel and have language barriers, making face-to-face interactions and assistance particularly important to them. 'In contrast, European tourists are more accustomed to self-guided experiences, often utilizing a variety of online and offline tools, including apps and printed materials.' South Korea had about 300 tourist information centers in 2015. Now, there are 638. That number includes employees called 'Moving Tourist Info Centers,' who stand around on the street in busy neighborhoods like Seoul's Myeongdong — home to myriad shops for skincare products and Instagrammable cafes — to field questions. These staffers wear bright red shirts and cowboy hats and can speak Chinese, Japanese or English. 'Visitor centers in Asia prioritize interaction and service as their most important aspects, aiming to meet the needs of tourists within a collectivist culture,' says Xiang. 'In contrast, European visitor centers focus on information and education as their primary functions, catering to tourists in a context that emphasizes individual attention.' And South Korea isn't the only Asian country where tourist information centers are booming. Japan opened 250 more between 2018 and 2024, citing overtourism as well as the need to address travelers in more languages. The government recently stated a goal of reaching 60 million tourists per year by 2030. Beyond translation and basic questions about how to find the closest public bathroom, Japan's tourist support centers are also attractions in their own right. Each center in Japan has its own unique stamp, called an eki sutanpu in Japanese. Travelers who collect the stamps in their tourist passports will go out of their way to stop by an information booth, even if they don't need help finding anything. These stamps are free souvenirs that pay homage to Japan's culture of art, with travel Youtubers and Tiktokers even comparing notes on which ones are the prettiest or hardest to find. In addition to tourist information booths, these stamps are also available at major tourist attractions like temples and lookout points, plus each JR Railway train station. This collecting craze is called 'stamp rallying' in English. Thai entrepreneur Patrick Pakanan says he initially founded the StampQuest app for his wife, a longtime rally-er. Pakanan spent part of his childhood in Japan and speaks the language fluently, but he never misses a chance to stop into a tourist information center. 'It's good to start to have a conversation with the local people, too, like what to eat, what is famous here, maybe visit a store that they recommend,' he says. 'They've lived here all their lives, and they really want to help you understand their community.' Mermelstein, the Houston mom, agrees. Although she visited tourist info booths to get her stamps and ask for advice, her family ended up spending as much time in them as they would a museum. In one, she says, a staffer showed her daughters how to write their names in Japanese; in another, a woman brought out kimonos for her girls to wear and took photos of them. Some centers have dedicated play areas for younger kids. Even though Pakanan doesn't collect stamps himself, he heads straight to a tourist information office whenever he visits a new region of Japan. 'Wherever you go scuba diving, you have to have a dive master, right? Well, this is the local dive master.' Editor's Note: CNN's Gawon Bae and Chris Lau contributed reporting.
CNN
14-04-2025
- CNN
Why tourist information centers are some of Asia's top tourist attractions
Many travelers associate tourist information centers with maps and help finding a nearby public bathroom. But Tammy Mermelstein counts her visits to tourist info booths as some of the highlights of her recent holiday in Japan. The Houston-based mom of two spent more than a year planning her family's three-week trip to Japan. Though she came back with some special souvenirs — like scraps from a kimono found in a flea market and turned into wall art — she loves showing off the book of stamps she collected from traveler information centers and other tourist attractions around the country. In some parts of Europe, the tourist information booth is becoming a thing of the past. Paris said adieu to its last remaining tourist information center, next to the Eiffel Tower, in January. Scotland has announced that all of its will shut by the end of 2025. Tourism officials in both destinations cited social media and widespread access to smartphones as a reason for shutting down physical offices. Both tourism bodies have switched to a 'digital first' model, shifting their focus to Instagram and TikTok as well as setting up dedicated WhatsApp channels for travelers who have specific questions. But while some industry insiders are already writing obituaries for in-person tourist support centers, destinations around Asia are actually increasing the number of traveler help desks. Xiang Li, director of the School of Hotel and Tourism Management at the Chinese University of Hong Kong, says that Asia's tourist information centers are thriving because of the different mindsets of travelers in the region. 'Asian tourists generally value structured guidance and interpersonal explanations,' he tells CNN Travel. 'Many of these travelers are less experienced with international travel and have language barriers, making face-to-face interactions and assistance particularly important to them. 'In contrast, European tourists are more accustomed to self-guided experiences, often utilizing a variety of online and offline tools, including apps and printed materials.' South Korea had about 300 tourist information centers in 2015. Now, there are 638. That number includes employees called 'Moving Tourist Info Centers,' who stand around on the street in busy neighborhoods like Seoul's Myeongdong — home to myriad shops for skincare products and Instagrammable cafes — to field questions. These staffers wear bright red shirts and cowboy hats and can speak Chinese, Japanese or English. 'Visitor centers in Asia prioritize interaction and service as their most important aspects, aiming to meet the needs of tourists within a collectivist culture,' says Xiang. 'In contrast, European visitor centers focus on information and education as their primary functions, catering to tourists in a context that emphasizes individual attention.' And South Korea isn't the only Asian country where tourist information centers are booming. Japan opened 250 more between 2018 and 2024, citing overtourism as well as the need to address travelers in more languages. The government recently stated a goal of reaching 60 million tourists per year by 2030. Beyond translation and basic questions about how to find the closest public bathroom, Japan's tourist support centers are also attractions in their own right. Each center in Japan has its own unique stamp, called an eki sutanpu in Japanese. Travelers who collect the stamps in their tourist passports will go out of their way to stop by an information booth, even if they don't need help finding anything. These stamps are free souvenirs that pay homage to Japan's culture of art, with travel Youtubers and Tiktokers even comparing notes on which ones are the prettiest or hardest to find. In addition to tourist information booths, these stamps are also available at major tourist attractions like temples and lookout points, plus each JR Railway train station. This collecting craze is called 'stamp rallying' in English. Thai entrepreneur Patrick Pakanan says he initially founded the StampQuest app for his wife, a longtime rally-er. Pakanan spent part of his childhood in Japan and speaks the language fluently, but he never misses a chance to stop into a tourist information center. 'It's good to start to have a conversation with the local people, too, like what to eat, what is famous here, maybe visit a store that they recommend,' he says. 'They've lived here all their lives, and they really want to help you understand their community.' Mermelstein, the Houston mom, agrees. Although she visited tourist info booths to get her stamps and ask for advice, her family ended up spending as much time in them as they would a museum. In one, she says, a staffer showed her daughters how to write their names in Japanese; in another, a woman brought out kimonos for her girls to wear and took photos of them. Some centers have dedicated play areas for younger kids. Even though Pakanan doesn't collect stamps himself, he heads straight to a tourist information office whenever he visits a new region of Japan. 'Wherever you go scuba diving, you have to have a dive master, right? Well, this is the local dive master.'
CNN
14-04-2025
- CNN
Why tourist information centers are some of Asia's top tourist attractions
Many travelers associate tourist information centers with maps and help finding a nearby public bathroom. But Tammy Mermelstein counts her visits to tourist info booths as some of the highlights of her recent holiday in Japan. The Houston-based mom of two spent more than a year planning her family's three-week trip to Japan. Though she came back with some special souvenirs — like scraps from a kimono found in a flea market and turned into wall art — she loves showing off the book of stamps she collected from traveler information centers and other tourist attractions around the country. In some parts of Europe, the tourist information booth is becoming a thing of the past. Paris said adieu to its last remaining tourist information center, next to the Eiffel Tower, in January. Scotland has announced that all of its will shut by the end of 2025. Tourism officials in both destinations cited social media and widespread access to smartphones as a reason for shutting down physical offices. Both tourism bodies have switched to a 'digital first' model, shifting their focus to Instagram and TikTok as well as setting up dedicated WhatsApp channels for travelers who have specific questions. But while some industry insiders are already writing obituaries for in-person tourist support centers, destinations around Asia are actually increasing the number of traveler help desks. Xiang Li, director of the School of Hotel and Tourism Management at the Chinese University of Hong Kong, says that Asia's tourist information centers are thriving because of the different mindsets of travelers in the region. 'Asian tourists generally value structured guidance and interpersonal explanations,' he tells CNN Travel. 'Many of these travelers are less experienced with international travel and have language barriers, making face-to-face interactions and assistance particularly important to them. 'In contrast, European tourists are more accustomed to self-guided experiences, often utilizing a variety of online and offline tools, including apps and printed materials.' South Korea had about 300 tourist information centers in 2015. Now, there are 638. That number includes employees called 'Moving Tourist Info Centers,' who stand around on the street in busy neighborhoods like Seoul's Myeongdong — home to myriad shops for skincare products and Instagrammable cafes — to field questions. These staffers wear bright red shirts and cowboy hats and can speak Chinese, Japanese or English. 'Visitor centers in Asia prioritize interaction and service as their most important aspects, aiming to meet the needs of tourists within a collectivist culture,' says Xiang. 'In contrast, European visitor centers focus on information and education as their primary functions, catering to tourists in a context that emphasizes individual attention.' And South Korea isn't the only Asian country where tourist information centers are booming. Japan opened 250 more between 2018 and 2024, citing overtourism as well as the need to address travelers in more languages. The government recently stated a goal of reaching 60 million tourists per year by 2030. Beyond translation and basic questions about how to find the closest public bathroom, Japan's tourist support centers are also attractions in their own right. Each center in Japan has its own unique stamp, called an eki sutanpu in Japanese. Travelers who collect the stamps in their tourist passports will go out of their way to stop by an information booth, even if they don't need help finding anything. These stamps are free souvenirs that pay homage to Japan's culture of art, with travel Youtubers and Tiktokers even comparing notes on which ones are the prettiest or hardest to find. In addition to tourist information booths, these stamps are also available at major tourist attractions like temples and lookout points, plus each JR Railway train station. This collecting craze is called 'stamp rallying' in English. Thai entrepreneur Patrick Pakanan says he initially founded the StampQuest app for his wife, a longtime rally-er. Pakanan spent part of his childhood in Japan and speaks the language fluently, but he never misses a chance to stop into a tourist information center. 'It's good to start to have a conversation with the local people, too, like what to eat, what is famous here, maybe visit a store that they recommend,' he says. 'They've lived here all their lives, and they really want to help you understand their community.' Mermelstein, the Houston mom, agrees. Although she visited tourist info booths to get her stamps and ask for advice, her family ended up spending as much time in them as they would a museum. In one, she says, a staffer showed her daughters how to write their names in Japanese; in another, a woman brought out kimonos for her girls to wear and took photos of them. Some centers have dedicated play areas for younger kids. Even though Pakanan doesn't collect stamps himself, he heads straight to a tourist information office whenever he visits a new region of Japan. 'Wherever you go scuba diving, you have to have a dive master, right? Well, this is the local dive master.'
