The Determinants of Honeymoon Destination Choice—The Case of Taiwan

Abstract

The purposes of this study were to identify the attributes that determine the attractiveness of a honeymoon destination and to determine the influential variables that affect the destination choice of honeymooners. The results indicated that "safety," "excellent quality of accommodation," and "reasonable travel cost" were the three most important attributes determining the attractiveness of a honeymoon destination. Significant differences in perceptions of destination attributes exist across groups of different sociodemographic and traveling characteristics of potential honeymooners. Two sociodemographic variables (i.e., age, monthly income), two traveling characteristics (i.e., length of trip, travel budget), and three destination attributes (i.e., "excellent quality of accommodation," "nightlife entertainment," "good place for shopping") are the significant determinants for classifying Taiwanese potential honeymooners by their destination choices. The findings of this study provide useful information for destination marketers in their efforts to segment the target market precisely and develop promotion campaigns effectively.

Digging deeper into decision-making of Chinese long-haul outbound tourists: A two-stage preference - estimation approach

“…For instance, Lee, Huang and Chen (2010) indicate that 'safety', 'excellent quality of accommodation' and 'reasonable travel cost' were the three most important attributes determining the attractiveness of a honeymoon destination for young couples from Taiwan. Moreover, trip expenditure, length of stay during the trip, size of the travel party, monthly household income, discovering new places and/or things, and getting away from daily routine, obligation, stress and troubles have been reported to have a significant influence on Hong Kong residents' destination choice (Guillet, Lee, & Law, 2011).…”

A study of domestic honeymoon tourism in Turkey

“…Even though honeymooners have many destination options, some destinations may have not as many attributes as the couple seeks. Whilst general tourists may consider some destinations more popular and appealing than others (Lee et al, 2010), even some popular locations may not be able to compete in the worldwide honeymoon tourism sector. Therefore, it is important for researchers and practitioners to understand the market-specific and destination-specific factors relevant to this niche market.…”

“…Honeymooners spend significantly more than general vacationers (Lee, Huang & Chen, 2010;Winchester, Winchester & Alvey, 2011). Previous studies have shown that newlywed couples are willing to spend three times more than they would on a regular vacation, with the average honeymoon lasting 7-9 days (Lee et al, 2010). Therefore, honeymooners are the target tourists for many destinations (Bertella, 2017;Del Chiappa & Fortezza, 2013).…”

“…As a 'once in-a-lifetime' experience, a honeymoon may be the first trip couples take together (Lee et al, 2010) offering an opportunity to spend time together and get away from daily routines or family environment. Moreover, this journey can positively affect their social status if they visit an exotic destination (Moira, Mylonopoulos & Parthenis, 2011).…”

“…Involving various suppliers such as caterers, wedding consultants, beauticians, photographers, gift stores and travel organisers (Pongsiri, 2014), worldwide honeymoon and romantic tourism generates US$28 billion of business according to 2014 data (Ngarachu, 2015), offering a lucrative tourist market (Seebaluck, Munhurrun, Naidoo & Rughoonauth, 2015). Honeymooners spend significantly more than general vacationers (Lee, Huang & Chen, 2010;Winchester, Winchester & Alvey, 2011). Previous studies have shown that newlywed couples are willing to spend three times more than they would on a regular vacation, with the average honeymoon lasting 7-9 days (Lee et al, 2010).…”