Different cultural experiences will make tourists spend, survey shows

A survey has found that travelers are willing to spend extra on experiencing different cultures and more efficient and simple service.

Results were based on the Visa and the Pacific Asia Travel Association (PATA) ‘Determining Travel Preferences in 2009 and Beyond’ survey. It was conducted from 7 to 28 August 2008 with 5,554 respondents from 11 key Asia Pacific travel source markets.

Of the respondents, 57 percent said they would spend extra on experiencing different cultures.

Hassle-free service (54 percent), good customer service (53 percent), exotic destinations (53 percent) and cultural immersion programs (40 percent) were also on the top of the list.

Identifying what people are willing to pay more for on holiday gives the travel industry valuable insights into how best to attract tourists” said Greg Duffell, PATA President and CEO.

“From this information they can direct valuable marketing resources to create a win-win situation for both tourists and themselves.”

The Australians (56 per cent) and Japanese (55 percent) were more willing to pay for experiencing local culture, whilst respondents from China (67 percent) were bigger fans of cultural immersion programs.

In terms of gender, experiencing different cultures was the number one choice with 55 percent men and 59 percent women saying they would pay more for it.

Results also showed that women were more concerned with the location of a holiday, with 56 percent of women saying they would pay extra for an exotic destination compared to 51 percent of men.

“Exotic destinations in Asia Pacific are certainly helping to attract more people to the region as travelers look for something different and a contrast to the traditional and mainstream type of vacation”

Duffell said he expected the trend to continue as more and more travelers craved different experiences...

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