Acculturation, Travel, Lifestyle, and Tourist Behavior: A Study of Korean Immigrants in Australia

While tourism research has already considered the specific travel behaviors and preferences of people from different cultures (e.g., Hispanics, Chinese, etc.), there has not been as much emphasis placed on understanding how the travel behaviors of people may change when they migrate to another country. Despite the growth of migrant populations in many countries throughout the world, studies have tended to look at the behavior of travelers from a particular country (e.g., all Australians) without considering how acculturation experienced by migrants (e.g., Koreans who immigrate to Australia) may alter their travel behaviors. This study focuses on the travel behavior and lifestyles of Korean immigrants in Australia and examines the influence of acculturation on their travel lifestyle. A survey of Korean immigrants in Australia was conducted to explore the relationship between the degree of acculturation experienced by respondents and their travel lifestyle preferences, specifically related to their attitudes and opinions towards travel as well as their travel interests. Cluster analysis identified four distinct groups of Korean immigrants, based on their travel lifestyles, referred to as "Korean socializers & sports seekers," "relaxation seekers," "cultural & entertainment seekers," and "FIT travel enthusiasts." Results suggest that respondents who were more acculturated significantly differed in their travel lifestyle from those who were less acculturated. The study conclusions suggest ways that tourism marketers can better understand ethnic minorities and develop suitable products and services to meet the needs of these markets.