Are all Asian tourists the same? Chinese versus Japanese dining satisfaction

Abstract

Purpose

With a focus on tourists' dining experiences, this study aimed to identify food neophobic tendencies and dining attributes that affect dining satisfaction and to compare these factors between two nationality groups – Chinese and Japanese.

Design/methodology/approach

From a paper-based survey, 380 usable responses were collected from inbound Chinese and Japanese tourists at an international airport in Korea. Bivariate and multivariate statistical analyses were employed.

Findings

Chinese tourists' level of dining satisfaction was related to their food neophobic tendencies as well as to the food, environment and service quality. Japanese tourists perceived quality of food and service only as important, and environment quality and food neophobic tendencies were not related to their dining satisfaction.

Research limitations/implications

The findings of this cross-cultural study can be used to improve understanding of international tourists' perceptions and food-related personality traits and have implications for increasing favorable attitudes toward local food at tourist destinations. Destination marketing organizations and local restaurateurs can use the results to develop marketing strategies tailored to each tourist segment.

Originality/value

Successful marketing strategies for promoting a tourist destination must consider how tourists view the local food as an aspect of the destination attraction. Many studies have considered all Asians as a single homogeneous entity, specifically in comparison with Westerners. This study attempted to debunk the myth of homogeneity by comparing two Asian countries, which may differ in regard to their dining satisfaction.

Citation

Choi, J. and Jeon, H.“. (2020), "Are all Asian tourists the same? Chinese versus Japanese dining satisfaction", British Food Journal, Vol. 122 No. 11, pp. 3529-3545. https://doi.org/10.1108/BFJ-06-2019-0454