A Cross-Cultural Comparative Study of Cultural Characteristics and Informa tion Search Behaviours of Business Travellers

This study examines the information searching of business travelers and their behavior based on the cultural differences. Despite growing academic interest in business travel i n recent years, there has been little investigation of the information search behaviors of business travelers in a cross-culture context. The above themes are rational assumed that information search behaviour are necessary to understand. To address the identified gap s in the literature, the proposed relationships are examined and presented through using chi-square method with a survey sample. The research sample included Japanese, English and Chinese business travellers. A self-administrated questionnaire was distributed to 211 business travelers attending international conventions in Taipei. The research findings reveal that information preferences of business travelers are significantly differed from the three recognized groups in the case of Taiwan. Some significant differences in information search behaviors were recognized amongst the three recognized respondent groups. Marketing implications were also proposed and presented.