Saimaa University of Applied Sciences Tourism and Hospitality Faculty, Imatra Bachelor Degree of Hospitality Management Hotel, Restaurant and Tourism Management Nguyen Hoang Quynh Nhu, 1400839 Asian Students’ Preferences on Destinations, Choice Criteria and Purchase Process for Leisure Accommodation When Traveling in Europe. Bachelor Thesis, 2018 Abstract Nguyen Hoang Quynh Nhu Asian Students’ Preferences on Destinations, Choice Criteria and Purchase Process for Leisure Accommodation When Traveling in Europe, 52 pages, 1 appendix Saimaa University of Applied Sciences Faculty of Tourism and Hospitality, Imatra Hotel, Restaurant and Tourism Management Bachelor’s Thesis 2018 Instructor: Mr. Ilkka Lehtola, Senior Lecturer, Saimaa University of Applied Sciences The purpose of the research was to discover preferences, choice criteria and decisive factors of purchase process regarding Asian students’ leisure traveling within Europe. The secondary data for this study was gathered from written materials such as books, academic publications, online articles, previous studies and reports. Be- sides, qualitative research approach was applied for empirical part. Methods of collecting primary data would be semi-structured theme interview and online open-ended survey. There were six interviewees and six online survey re- spondents who are Asian students having travelled or intentions to travel within Europe. All participants were exposed to the same set of questions, which was divided into three themes. The results of this thesis show in-depth thoughts of Asian student travellers and reflect their travel preferences in Europe. Factors of a European destination that attracts the target group were revealed. Moreover, what Asian students search for in a leisure accommodation and significant influencers on their purchasing process were discussed in the study. Not only desires built from past travel ex- periences but also wishes as well as deal-breakers for future travel plans of tar- get group were studied to unveil their in-depth thoughts. The work was com- pleted from the student’s perspective and should be the initial reference for en- hanced studies. Key words: student travel, European travel destinations, choice criteria, pur- chase process, short-term accommodation 2 Table of contents 1 Introduction .................................................................................................. 5 2 Student travel ............................................................................................... 6 2.1 Definition ................................................................................................ 6 2.2 Target group: Asian students ................................................................. 7 2.2.1 Eastern Asia .................................................................................... 8 2.2.2 South East Asia ............................................................................... 8 2.2.3 South Asia ....................................................................................... 9 3 European travel destinations favourites of students .................................. 10 3.1 Definition .............................................................................................. 10 3.2 Factors attracting international students .............................................. 11 4 Accommodation preferences of student travellers ..................................... 13 4.1 Definition and terminology origin of short-term rental .......................... 13 4.2 Popular channels for STRs .................................................................. 13 4.3 The rise of Airbnb ................................................................................ 14 5 Purchasing process of travel products ....................................................... 15 5.1 Definition .............................................................................................. 15 5.2 Need recognition .................................................................................. 15 5.3 Information search and purchase platform ........................................... 16 5.4 Evaluation of alternatives and choice criteria ....................................... 17 5.5 Motivation of international youth travellers ........................................... 17 5.6 Purchase and post-purchase ............................................................... 18 6 Methods ..................................................................................................... 19 6.1 Overview .............................................................................................. 19 6.2 Data collection tools ............................................................................. 20 6.2.1 Semi-structured interview .............................................................. 20 6.2.2 Open-ended online survey ............................................................ 20 6.3 Data collection process ........................................................................ 21 6.3.1 Questions formation ...................................................................... 21 6.3.2 Sampling method .......................................................................... 22 6.3.3 Recruitment process and data documentation .............................. 23 6.4 Demographic of participants ................................................................ 23 6.5 Analysis method: coding approach ...................................................... 24 7 Results ....................................................................................................... 25 7.1 Asian students’ preference on European destinations ......................... 25 7.1.1 Scenery and natural assets ........................................................... 25 7.1.2 Culture and history ........................................................................ 27 7.1.3 Well-known destinations ................................................................ 29 7.1.4 Local services and attitudes .......................................................... 29 7.1.5 Entertainment ................................................................................ 30 7.1.6 Safety ............................................................................................ 31 7.1.7 Proximity and Price ....................................................................... 32 7.2 Asian students’ choice criteria on leisure accommodation (STRs) ...... 32 7.2.1 Criteria for the accommodation ..................................................... 32 7.2.1.1 Overall condition ..................................................................... 32 7.2.1.2 Accommodation space ........................................................... 33 7.2.1.3 Location .................................................................................. 34 7.2.1.4 Privacy .................................................................................... 35 7.2.1.5 Basic amenities ....................................................................... 36 3 7.2.1.6 Price ....................................................................................... 37 7.2.2 Criteria for STR’s hosts ................................................................. 37 7.2.2.1 Responsive and communicative ............................................. 37 7.2.2.2 Respect privacy ...................................................................... 38 7.2.2.3 Friendly and helpful ................................................................ 39 7.3 Significant factors affecting Asian student travellers’ purchasing process .......................................................................................................... 40 7.3.1 Reviews and rating ........................................................................ 40 7.3.2 Price .............................................................................................. 42 7.3.3 Location ......................................................................................... 42 7.3.4 Host ............................................................................................... 43 8 Summary and Discussion .......................................................................... 43 9 Tables ........................................................................................................ 48 10 Figures ....................................................................................................... 48 11 References ................................................................................................ 49 Appendices Appendix 1 Interview/ Open-ended survey Structure 4 1 Introduction With easy accessibility to the public transport and the right to travel across dif- ferent European countries with the Schengen Visa, the continent has long be- come appealing destination for tourists from all over the world. The emerge of backpacking travel has taken off over the past decade owing to its convenience and affordability; especially among students, who have the flexibility and fair amount of free time as well as little travel budget. According to “Industry Review No. 5 Executive Summary: Global Data, Statistics and Trends II” of World Youth Student & Educational Travel Confederation (WYSE 2015), as a sector of global tourism, youth and student travel has valued approximately 203 billion of US dollars, proving its constant growth rate. It can be concluded that student travel segment is earning