Taiwanese tourists in Spain: Behavior analysis and possible hotel adaptations

Abstract

Not all the tourists look for the same when travelling to other countries. The cultural differences between tourists from different parts of the world, have forced the tourism industry to adapt to different and specific needs. Asia has place itself as a good prospective market for the European touristic business. For this reason we believe that a research is necessary to understand the special need of the Asian tourists. Since the Asian market is so big and difficult to study as a whole, we decided to focus just on the Taiwanese tourists looking for an entering to the Asian market and placing a start for future research. Using university students as a target group and developing a questionnaire based on the service quality stale SERVQUAL and the statistic method of professor Kano; we have found some interesting characteristics to which could help the Spanish hotels to become more competitive within the Taiwanese market.