Social Circles and Tourism Choices: The impact of social referencing on travel decisions
Prof. Richard T.R. QIU, Associate Professor, School of Hotel and Tourism Management, The Hong Kong Polytechnic University
Date: 22 October 2025 (Wednesday)
Time: 10:30-12:00
Venue: E22-1030
Host: Prof. Fiona X. YANG, Associate Professor in Integrated Resort and Tourism Management
Abstract
Traditional choice literature in tourism has focused on explaining individual choices, but the role of social referencing remains underexplored. Social referencing occurs when individuals base their choices on the collective preferences and actions of their social circles. This study examines how such influences shape decisions in destination selection, hotel bookings, and restaurant choices, offering a fresh perspective on travel behaviours. Social referencing operates in multiple ways: individuals are influenced by the behaviours of peers (endogenous effects), by shared socioeconomic traits within groups (exogenous effects), or by external factors such as marketing or events that affect entire social networks (correlated effects). For instance, a traveller may choose a destination based on peer recommendations or shared exposure to promotional campaigns. Coupling grid search classifier with stated choice experiments, this study reveals how social networks drive behavioural convergence and shape preferences. This study provides theoretical insights into the mechanisms of social influence and practical strategies for tourism firms, such as peer-driven marketing and tailored service bundles. It highlights social referencing as a critical driver of travel decisions, paving the way for more socially informed marketing approaches.
Speaker
Prof. Richard T.R. Qiu is an Associate Professor at the School of Hotel and Tourism Management, The Hong Kong Polytechnic University. His research specialises in tourist choice behaviour, tourism economics, and tourism demand modelling and forecasting, with his work featured in leading tourism journals. He has also led and contributed to a number of research and consultancy projects, particularly in the areas of tourism economics and demand forecasting.
All are welcome!
