How do young Chinese friendship groups make travel decisions? A content and interaction process analysis

Young Chinese tourists form an increasingly important market and they tend to travel in small friendship or family groups. This study examines how young Chinese friendship groups (aged between 18 and 35) make travel decision. Using the observation approach, this study observes the group travel decision making process of ten small groups. Issues, such as activity, cost, travel timing, transportation, climate, safety, and distance, were found to determine destination choice. The role and function of verbal and non-verbal behaviours in influencing group decision making were also investigated. This study contributes to both general group interaction literature and tourism literature.