Elaine Chiao Ling Yang

A narrative review of Asian female travellers: looking into the future through the past

Following the rise of tourism in Asia, a growing female travel market has been observed in the region. Nevertheless, limited research has considered the travel experience of Asian women. In response to the dearth of research on Asian female travellers, this study employs a narrative synthesis approach through a postcolonial feminist lens to review the extant literature on Asian female travellers, with the aim to contribute to a cultural understanding of the historical and contemporary travel practices of Asian women. Based on this review, it is evident that Asian women’s travel behaviour is influenced by cultural identities and gender stereotypes. However, existing literature has also demonstrated the agency of Asian women in resisting discriminatory gender practices in tourism, which is represented in the transformation of the identity of Asian female travellers. Accordingly, an agenda for future research is proposed and some implications for the industry are discussed. This study addresses the western-centric and androcentric criticisms in tourism field and provides an alternative reading of women’s travel behaviour from an Asian perspective. This study has contributed to the critical tourism scholarship in Asia and has built an important foundation for future research on Asian female travellers, an area that is not well investigated.

Constructing Space and Self through Risk Taking: A Case of Asian Solo Female Travelers

In response to the increasingly risk-conscious environment in contemporary society, a growing body of literature has been dedicated to tourist risk perception. While risk is widely assumed to be a negative element in tourism, this perspective overlooks the fact that risk and tourist experience are intrinsically connected. This study takes a different approach by focusing on tourist risk-taking behavior, specifically, the risk perception and risk management of Asian solo female travelers, with an aim to contribute theoretical insights to the partial, conventional understanding of tourism risk. Located within a feminist framework, this study reveals how existing tourism space remains gendered and Western-dominated, how Asian women grapple with risks through various gendered spatial and bodily practices, and how negotiating risk is also a way to negotiate gender identities. A number of recommendations are provided for future research and for the tourism industry to foster a friendlier space for the Others.

Comparing the Meanings of Food in Different Chinese Societies: The Cases of Taiwan and Malaysia

Existing literature sheds little light on how Chinese consumers in any two societies perceive and consume food. In this study, the food perceptions of Taiwanese and Malaysian Chinese consumers are compared using a projective technique. Using images collected by respondents, both conscious and tacit interpretations of food were obtained. Findings reveal that Taiwanese and Malaysian Chinese share similar, but not identical, food perceptions. In this study, food is interpreted from a triadic framework: utilitarian (health, sustenance); hedonic (freedom, happiness, excitement, enjoyment, knowledge acquisition, love); and symbolic (sharing, warm relationships with others). Based on the emerged findings, the theoretical contributions of the study are highlighted, a number of managerial implications are proposed, and future research opportunities are recommended.

Food and the Perception of Eating: The Case of Young Taiwanese Consumers

This study explores the food perception of young Taiwanese consumers, a growing market segment in the restaurant industry. An innovative qualitative tool known as the Zaltman Metaphor Elicitation Technique (ZMET) was employed to elicit deeper thoughts and emotions of young consumers. Twelve Taiwanese from Generation Y were invited to participate in a ZMET interview where they expressed their perceptions concerning food and eating through self-collected images. The data were analyzed using constant comparative method and charted on a consensus map. Five themes have evolved from the consensus map: health, trying new food, sharing, enhancing knowledge, and happiness. Findings reveal that young Taiwanese consumers are health-conscious and have high acceptance of novel food. They perceive food as a means of enjoyment and fostering social relationships. This study has contributed additional perspectives to existing literature by revealing the function of food in enhancing knowledge, as well as unveiling the deep-seated meanings of food associated with consumers personal relevance values. Marketing implications for the restaurant industry targeting young Taiwanese consumers are proposed.

Asian Youth Tourism: Contemporary Trends, Cases and Issues

Youth travel is one of the fastest growing travel markets with longer stay and therefore, higher spend. However, existing studies have mainly focused on Western youth travellers. Only a handful of studies have considered the travel experiences of Asian youths, and the findings of these studies suggest that the travel motivation, preference and behaviour of Asian youth travellers are different from Western youths. In response to the emerging youth market in Asia, this edited volume sets out to deepen existing knowledge of Asian youth travellers. This introductory chapter provides a cursory literature review of youth tourism studies to identify the research gaps and potential avenues for scholars who are interested in researching Asian youth travellers, an increasingly vital subfield of tourism studies.

Asian Cultures and Contemporary Tourism: Locating Asia, Cultural Differences and Trends

With the stable economic growth and emergence of low-cost carriers, Asia has become one of the most important, fastest-growing forces in the international tourism market. Asian tourists have shown unique characteristics and behaviours mainly due to the influence of cultural values and beliefs. Culture shapes tourists’ preferences, behaviours and their perceptions of tourism destinations. Recognising cultural uniqueness, this edited volume brings together a collection of chapters that investigate contemporary Asian tourists from a cultural perspective. This chapter provides an overview of the significance of Asian tourist markets, cultural differences between Asian and Western tourists and the cotemporary travel trends related to Asian tourists, followed by an orientation to the collective works in this book.