Asian tourism in Europe: consumption, distinction, mobility, and diversity

Abstract

While research on Asian tourism has increased in recent years, studies on Asian travellers’ consumption patterns in Europe are still rather rare. Taking a sociological perspective, this research examines Asian tourists’ consumption in Vienna in relation to their sense of distinction and mobility. Combining results of a quantitative survey of 560 tourists from China, Japan, South Korea, and Thailand with semi-structured interviews of tour guides and representatives of a destination marketing agency, the authors tested a hypothetical model of factors driving Asian tourists’ status consumption. While Japanese and South Korean tourists tended toward lifestyle consumption, Chinese and Thai visitors were more likely to engage in material consumption to gain social status. The authors explain the variation of status consumption across Asian tourist groups in terms of the mobility and socio-cultural characteristics of the middle class from the four countries.