Decision timing: a comparison of Korean and Japanese travelers

Abstract Vacation planning characteristics of Korean and Japanese travelers were compared, using data available from exit surveys conducted in the U.S. territory of Guam. Controls were established for the effects of travel experience, age, gender, marital status, and income. The control variables generally exhibited expected behavior with the dependent variable, decision time. Korean travelers were found to have significantly shorter decision time frames than their Japanese counterparts. This behavior may lead to “locking out” of Korean visitors to some destinations during peak travel periods.

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