Understanding Japanese tourists' shopping preferences using the Decision Tree Analysis method

Samuel Seongseop Kim, Dallen Timothy, Jinsoo Hwang

Research output: Contribution to journalArticle

52 Scopus citations

Abstract

This study was designed to assess the factors affecting Japanese tourists' shopping preference and intention to revisit Korea. The analytical method applied in this study was Decision Tree Analysis, which is under-utilized in tourism studies. A total of 300 questionnaires were collected on the basis of on-site survey method and used for data analysis. Among interesting findings, three groups including '. respondents who were satisfied, accompanied, and spent US$50-300 on shopping', '. respondents who were satisfied, accompanied, and had a shopping expenditure of US$300-1000' and '. respondents who were satisfied, accompanied, and had a shopping expenditure of US$1000-5000,' showed a high level of intention to return to Korea for the purpose of shopping. In addition, two groups '. those who were interested in shopping in Korea, preferred a shopping mall as a shopping destination, and had an educational level of below high school' and '. those who were interested in shopping in Korea, preferred a shopping mall as a shopping destination, and had an educational level of a college graduate or above' showed a higher level interest in merchandise than in shopping venue attractiveness.

Original languageEnglish (US)
Pages (from-to)544-554
Number of pages11
JournalTourism Management
Volume32
Issue number3
DOIs
StatePublished - Jun 1 2011

Keywords

  • CHAID
  • Decision Tree Analysis
  • Japanese tourists
  • Shopping

ASJC Scopus subject areas

  • Development
  • Transportation
  • Tourism, Leisure and Hospitality Management
  • Strategy and Management

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