Chicago Asian Traveler
Focus Group Report - July 27, 1999
A series of three focus groups were conducted July 21 and 22, 1999 in Chicago. Participants from the Chinese, Japanese and Korean populations were selected to obtain a better understanding of the needs and perceptions of both a Wisconsin vacation as well as how Wisconsin is positioned among other mid-west states in the competitive leisure travel environment.
The primary objective was to learn how Wisconsin tourism could enhance its ability to generate awareness and trial of the leisure travel product. Additional objectives included exploring and identifying:
- vacation pattern behaviors and preferences
- key influencer(s) and decision-makers when planning a vacation
- selection criteria used for selecting vacation (cost, time availability, distance, etc.)
- activity/location preferences
- perceptions about Wisconsin and surrounding Midwest states (Michigan, Indiana, Illinois)
- Wisconsin's strengths/weaknesses as a vacation destination for Asian population
- opinions about Wisconsin tourism literature
- marketing opportunities and challenges
- issues related to participants' ethnicity
- other issues of relevance, as identified by group participants.
Participant Selection Background Methodology:
Participant Demographics - The participants selected ranged from 25 through 64 years of age with household incomes above $35,000 unless defined as a single household. The participants were a combination of married and single household types with a balance between those with children, children who had left the household and those without children. The participants were also selected on the criteria that they were more frequent vacationers and also had mid-west vacation experiences.
Group Composition - About half the Chinese respondents were American-born, whereas in the Japanese and Korean sessions, almost all respondents were born in America or had lived here since early childhood. In the Korean group, all but one respondent was under 35, and only the one older participant had children. In all three groups, respondents were almost all college educated and either native English-speakers or very fluent in English. The majority of the overall Asian population resides in northern Chicago and the surrounding north and northwest suburban communities. This phenomenon was accounted for in the selection of the participants.
Although there were a few specific issues unique to the Asian culture which were introduced by the group participants, for the most part, the groups seemed typical of Chicagoans of their age and socioeconomic status. Consequently, vacation and travel are part of their lives. Some had traveled abroad, most had visited a variety of domestic locations, either as a vacation or in conjunction with their jobs.
The overall impression of travel among the groups was relatively consistent among all three groups. For the purposes of this report, most references will generally be made to the Asian market unless specifics warrant otherwise.
Key Findings and Applications:
- Group travel is a norm. Group travel appears to be a typical
Asian culture behavior when vacationing. When it comes to vacationing,
people of Asian ethnicity enjoy group travel (which may include one's
core family, extended family, or friends).
- Vacations are categorized. Three primary vacation
"categories" were described: the big event - long distance
travel either state-side or abroad; the visiting vacation - to see
relatives or friends, with planned activities/tours included as part
of the vacation agenda; the quick "getaway," within a 5 or
6 hour drive time, or a quick flight, generally over an extended
weekend.
- "Getaways are a part of the Asian culture." Most
getaways are planned around an extended holiday weekend and multiple
trips may be taken during a typical year.
- Traditional and non-traditional motivators were described.
For the most part, motivating factors for taking a vacation tended to
focus on the traditional (e.g. planned vacation time off work,
children out of school, wanting to see something not seen before).
Relative/friend visiting, experiencing unique activities and
locations, could be described as motivators somewhat out of the
mainstream American lifestyle.
- The words "relax," "take it easy" were
not predominant among the Asian groups when they described their
vacation behaviors/preferences.
- It appears there is more of a tendency among these groups, with the
exception of the 25-35 year olds, to value more passive ways of
experiencing an environment - urban sightseeing, viewing nature,
interesting and different things to see - looking at rather than
participating in activities.
- Winter activities were also mentioned - cross-county, downhill
skiing and snowmobiling were appealing activities either experienced
or on the to do list.
- Among the younger participants, golfing, biking and other outdoor
activities were popular.
- Gambling was mentioned among many of the participants as an
enjoyable leisure activity in which they or other traveling companions
participate.
- Males are the key planners. When planning vacations, the
female was often described as the "initiator/suggestor,"
while the male carried the role of primary vacation
"planner."
- Information gathering and research are part of the vacation planning
process.
- Printed information, newspapers, magazines and direct mail were
mentioned second only to word-of-mouth recommendations as attractive
sources of vacation stimulation. · The Internet was also mentioned in
all groups, particularly among the younger participants as a way to
get ideas and plan trips.
- Price plays a role, particularly among the Chinese group. The
Chinese participants appeared to be more price/cost motivated, then
the other groups. Travel packages, coupons, discounted airfares, were
cited as motivators for travel among this group.
- A clean environment, high quality fresh food and lodging with
creature comforts were noted as important.
- Ethnicity is an issue. Issues related to ethnicity were
discussed quite candidly, although the Chinese participants tended to
use words such as "sophisticated" to describe cultural
acceptance, and "conservative" to describe the lack thereof.
- Portraying cultural diversity in any variety of communications or
promotions does not necessarily entail showing Asians. Although a
welcoming visual, what creates an appealing impression of an area is
demonstrating an environment where any combination of Caucasian and
other races are enjoying themselves as part of the general ambiance.
- It is important for these cultural groups to feel they will easily
blend into the community where they are vacationing. They do not wish
to be looked at as a novelty or a curiosity in a community. The
preference is to be the tourist, not the local attraction.
- Natural beauty and activities from sightseeing to outdoor recreation
are also popular if portrayed as an environment that serves some level
of cultural diversity.
- While any variety of ethnic festivals, including Asian festivals,
may be popular among the Asian groups, they are not considered key
features that will determine the selection of a vacation destination,
rather just something that may be of interest while visiting an area
for other reasons.
- High quality Asian food is very attractive but it is not expected or
demanded from a Wisconsin getaway and if found, would be a
pleasant surprise.
- Travel in the Midwest = "getaway." A Midwest vacation is
considered a getaway rather than a vacation and is typically planned
on shorter notice.
- Among all mid-west states, Wisconsin and Michigan had a very
positive image among the groups. Illinois, outside of Chicago, and
Indiana were considered as negative - flat, boring, conservative were
among the adjectives describing areas where group participants felt
less welcome, safe or expressed an interested in.
- Wisconsin . . . a strong positive. Wisconsin holds a strong,
and very favorable position as a vacation or getaway destination among
the Asian groups.
- Wisconsin was described as welcoming, friendly and more
sophisticated than other mid-west states.
- Cosmopolitan urban areas are very popular provided the scenery,
atmosphere and activities are beautiful and interesting.
- Milwaukee and Madison were both mentioned as areas visited or to
visit - Madison is a city - not big, but a city.
- Door County was popular for adults without children while the Dells
was frequently mentioned as a place people had vacationed with their
children.
- Wisconsin's food products are thought of as fresh, homemade and
wholesome, fresh muffins and real apple pie.
- Market Wisconsin's strengths.
- Stress customer service when responding to inquires about visiting and vacationing in Wisconsin. A customer-service oriented response is tantamount to a written invitation.
For a full-text version of this report, please contact Dave Scheler, 608/261-8187.
