Assessment of choice of Pre-Wedding and Honeymoon Destination Selection from the Perspectives of Asian couples

Abstract

This research was conducted to examine the factors that influence destination choice for Asian couples planning pre-wedding or honeymoon trips. Semi-structured interviews were conducted with twenty travelers from various Asian nations who had chosen Phuket, Thailand, for their wedding-related trips after considering a number of possible options. Qualitative content and thematic analyses were conducted to identify the most frequently cited destinations and choice factors, and to determine whether there were age-based or cross-national differences in selection criteria. The analysis indicated that Asian couples planning wedding-related trips are most likely to contemplate European destinations (particularly France) as alternative options, though island-based destinations such as Jeju Island, the Maldives, the Philippines, Japan, and French Polynesia were also considered by individual study participants. Choice factors cited by multiple respondents, in descending order of frequency, included beaches, Thai food, beautiful environments, accessible or otherwise good location, accommodations, cost factors (discount packages, general affordability, etc.), pleasant weather, sightseeing options, activities or events, islands, markets or stores, the perceived naturalness of the destination, seaside access, spa facilities, and transportation options. Travelers in their thirties were more likely to list accommodations, location issues, sightseeing options, transportation, and cost factors as important criteria while citing bad weather and unclean, uncomfortable, or pest-ridden accommodations as reasons for exclusion, and to choose Asian destinations as possible vacation spots, whereas those in their twenties were more likely to consider European nations as possible alternatives. Some cross-national differences in choice factors and destination preferences were also noted, as Chinese travelers were more likely to cite good weather and beautiful scenery as key criteria, and to select European destinations as additional options, whereas Koreans were more likely to cite island settings as a choice factor and choose island destinations as alternatives. This research will be especially useful for students and who are interested in Phuket as a pre-wedding and honeymoon destinations. And also useful to operation of hospitality and tourism business in Phuket to promoted marketing activities to attract the tourists, especially couples who selected Phuket as a pre-wedding, wedding and honeymoon destination as well.