Travel Party Composition on Attitudes and Behaviors Among Chinese Tourists in Taiwan

This study investigated the influence of travel party composition on attitudes and behaviors among Chinese tourists in Taiwan. Based on tourism consumption system, 5 questions were proposed regarding tourists’ preferred information sources, planning times, length of stay, satisfaction, and revisits. The three major travel party compositions were “traveling with friends”, “couples”, and “traveling with coworkers”. The results suggested that travel party composition induced a number of substantial differences between travel parties, but that all travel parties exhibited critical similarities. This study provided empirical support for the Tourism Consumption System, and demonstrated the value of travel party composition analysis as a commonsense segmentation method in travel market research. Our findings provide insight into the burgeoning market for Chinese tourism in Taiwan