Recently, Prof. Richard T.R. Qiu from The Hong Kong Polytechnic University delivered an engaging academic lecture titled “Social Circles and Tourism Choices:The impact of social referencing on travel decisions” for faculty and students of the Department of Integrated Resort and Tourism Management.
Starting from social network theory, Prof. Richard T.R. Qiu explored in depth the profound influence of social circles on individual travel decisions. On the research methodology front, Dr. Qiu highlighted the discrete choice model as a key analytical tool. He pointed out that this model has been widely applied to decision-making research in various tourism contexts, including destination selection, hotel choice, restaurant selection, activity package choice, and transportation mode selection. By analyzing the attributes of options, individual characteristics, and contextual factors across multiple dimensions, researchers can more accurately understand consumer behavior patterns in complex decision-making processes.
Through empirical analysis, Prof. Richard T.R. Qiu’s research team found that an individual’s travel choices are not only influenced by traditional factors like price and convenience but are also significantly affected by their social circles. Recommendations and evaluations from friends, family, and colleagues often play a crucial role in the decision-making process, a finding that offers new perspectives for tourism marketing strategies.
During the interactive session, faculty and students engaged in in-depth discussions with Dr. Qiu on specific scenarios for model application, data collection methods, and social network analysis. The lecture not only enriched the audience’s understanding of tourist consumption behavior but also provided practical guidance on research methodologies.
