Who buys what? Who does that? The case of Golden Week in Hawaii
2006; SAGE Publishing; Volume: 12; Issue: 3 Linguagem: Inglês
10.1177/1356766706064621
ISSN1479-1870
AutoresMark S. Rosenbaum, Daniel L. Spears,
Tópico(s)Sport and Mega-Event Impacts
ResumoThe purpose of this case study is to explore demographic, motivation, and consumption behaviours among Japanese tourists during Golden Week. Data for this study came from questionnaires collected from ‘non-Golden’ and ‘Golden’ Japanese tourists who were vacationing in Waikiki (Honolulu, Hawaii). The results reveal that Golden Week Japanese tourists spend about $900 on gifts during their stay. This dollar figure is nearly $300 more than average spending among non-Golden Week tourists. In addition, Golden Week tourists are employed, well-educated, and primarily interested in vacationing and leisure activities. Overall, the results of this case study are useful to both academics and to marketing/tourism planners.
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