International Hospitality and Tourism Student Journal 6 (1) 2014 47-58

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Movie Impacts on Generation Y, East Asian Tourist Decision Making in Cultural Tourism: A Case Study of Pingxi Sky Lantern Festival in Taiwan
Tsz Ying Yeung
HTMi, Hotel & Tourism Management Institute, Srenberg, 6174 Luzern, Switzerland!

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Abstract The paper deliberate about the movie impacts on generation Y East Asian Tourist decision-making of travel destination. Movie-induced tourism and image has started to be discussed in past decade. However, most of the research is done by marketing aspect and few studies is about tourist behaviour. Refer to the knowledge gap with tourist behaviour of movie-induced tourism and lack of study in generation East Asian tourist behaviour and characteristic. The aim and the objectives of this research paper are to fill the knowledge gap. Pingxi Sky Lantern Festival is getting more popular in recent years because of the media like discovery channel and the most important, the movie that filmed in Pingxi was all the rage around East Asia countries. Due to different constraints and to have a more generalised result, the researcher suggests the application of quantitative approach with questionnaire survey for this research paper. With the secondary research on different literature, the researcher can assumed that the culture difference will lead consumer perceived information differently, and the same factors can have unalike impacts on consumer decision-making. Through this research paper, it shows that tourist motivation on travelling can be influenced internally and externally. Moreover, destination image can be altered by the other media, which can also influence the tourist decision-making in other way.
Keywords: Movie tourism; Decision making; Destination image; Generation Y; Pingxi Sky Lantern Festival; Taiwan

2013 International Hospitality Research Centre. All rights reserved.

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1. Introduction The definition of cultural tourism and activity can be perform by many different way, and Borley (1994, p.4) wrote this: that activity which enables people to explore or experience the different ways of life of other people, reflecting social customs, religious traditions and the intellectual ideas of a cultural heritage which may be unfamiliar. By Fridgen definition, cultural tourist is tourist who was attracted to a destination with its traditions, different life habits, behaviour of locals or to experience a diverse life style (Fridgen, 1996). Nowadays, festivals has bee seen as a major cultural tourism attractions which can bring a lot of benefits to host country on economy and socio-cultural which leads organisers to make use of locals own cultures and traditions to hold some events annually which combine all these elements (Raj, 2003). Consumer behaviour in tourism has experienced a revolutionary change with affects of diverse aspect of development, technology and different events which cause an academic gap between different studies; thus, there are grow attention on the change impacts on tourist behaviour and how it affect tourist decision-making process (Swarbrooke and Horner, 2007). Decision is consumer choose something from two or more choices. Decision making consist different

level with extensive problem solving, limited problem solving and routinised response behaviour. As different researchers (Carroll and Johnson; 1990; Einhorn and Hogarth; 1981, Engel et al., 1986! and Huber, 1980 cited in Sirakaya and Woodside, 2004) mentioned that decision-making actually build up by concatenation of diverse section: (a) recognition that there is a decision to be made, (b) formulation of goals and objectives, (c) generation of an alternative set of objects from which to choose, (d) search for information about the properties of the alternatives under consideration, (e) ultimate judgment or choice among many alternatives, (f) acting upon the decision, and (g) providing feedback for the next decision. 2010 is the year that Pingxi Sky Lantern Festival get a great success since the visitor number is highest through out these years with 420,000 and the revenue that generate is the highest with 300 million TWD. (chn.chosun.com, 2010). The Pingxi Sky Lantern Festival have been voted as the second biggest festival in the world that is also attracting a lot of international tourist and east Asian tourist to choose Taiwan as the cultural tourism destination in order to visit or to participate this festival. (Focus Taiwan, 2012). Moreover, after the enthusiastic of the Taiwanese movie, You Are the Apple of My Eye, in the east Asia, the scene of the date in Pingxi and the romantic ending with the sky lantern fly with wishes

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from main characters. More tourist are attracted to the destination to experience the culture and the romantic scene that filmed there. (Apple Daily, 2011). In spite of these phenomena, this paper is to analyse the cultural tourist decision-making on a destination and cultural activity when planning a cultural tourism to other country and to identify the impacts of movie-induced image affecting tourist decision-making. As there are many studies (Mathieson and Wall, 1982 cited in Ivanovic, 2008; Akama and Sterry, 2002; Kim et al., 2010) about cultural tourism by different perspective such as decision-making process. Gilbert (1991 cited in Abdallat and Emam, undated) also demonstrate a decision-making framework that state the cultural influences in the decision making process. Nonetheless, majority of studies focus on general situation or more about international, few studies (Busby and Klug 2001, Hudson and Ritchie 2006, Rewtrakunphaiboon, 2008 cited in Rewtrakunphaiboon, 2009 and Hahm, 1997) about the movie-induced tourism in decision making and it is lacking of research on movie image impacts on east Asian tourist or more precise, the new market, generation Y consumer. The aim of this study is to analyse! the role of movieinduced destination image in the decision-making process of Generation Y East! Asian cultural tourists at! Pingxi! Sky Lantern! Festival. The objectives are: to identify push factors on Generation Y East Asian cultural tourist decision in the case of! Pingxi! Sky Lantern Festival; to explore the movieinduced image as pull! factors in decision-making process! Generation Y East Asian cultural tourists! at! Pingxi Sky Lantern!Festival;!and to access the cultural implication on decision-making process of generation Y East Asian Cultural Tourist at Pingxi Sky Lantern Festival refer to movie-induced image. 2. Literature review 2.1. Tourist Decision-making 2.1.1. Typologies of tourist behaviour and segmentation of tourism market As Plog (1977 cited in Swarbrooke and Horner, 2007, p. 85) suggested, between characteristic of different people lead to different tourist behaviour. Moreover, based on this, he also separate tourist into psychocentric and allocentrics by their behaviour (ibid). Psychocentric tourist are more cautious and inward-looking that they would prefer a place that they use to stay, a home away from home (Plog, 1977 cited in Huang, undated). For allocentric tourist, its outgoing personality lead to the behaviour that would prefer challenge and adventure and an unfamiliar environment when designing their holiday. (ibid). According to Plog theory, different type of tourist would prefer different destinations. However, as Sharpley (1994 cited in Swarbrooke and Horner, 2007, p. 85) argue that Destinations change and develop over time; as a resort is discovered and attracts growing numbers of visitors,

it will evolve from an allocentric to a psychocentric destination. To conclude, as Plog and Sharpley theory, destination can attract different type of tourist, and as 2 extreme of tourist behaviour, it can orient in different point in between the psychocentric and allocentric.

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By different studies and survey, European Union (1993 cited in Pearce and Butler, 2001) has segment the cultural tourist into 3 segments by their demand of cultural tourism. For the segment of culturally motivated tourist which is the minority of market, their motivation to travel to cultural tourism destination is to learn and to gain benefit from this (Bywater, 1993 cited in Richard, 2005). They choose a destination by the particular interest and curiosity and the variety of cultural facilities that provide from this destination. For the culturally inspired tourist, their motivation to travel to cultural tourism is to accumulate experience from many different destination. They choose certain destination by their remarkable cultural view and the fame as a cultural tourism destination with certain events such as festivals. As the growth of cultural tourism, there is a growing market of this segment of tourist (Duhme, 2012). For the majority of cultural tourist segment as the culturally attracted tourist. They do not travel to certain cultural tourism destination intentionally but when they travel to certain destination, they would visit historic site occasionally (Smith, 2003). By the previous research shows that cultural tourist can be segmented by different variables by psychographic characteristic such as personality if tourist is more adventurous or not, or it can be segmented by the behavioural factors with their attitude towards product (Kotler et al., 2010). Pearce (1982) first carry a problem of applying an identical cognitive process on everyone with neglect of culture factors. By Reisinger (2009, p. xix) suggested tourist which have different background would have a different behaviours and it also leads to an unlike needs on tourism products which cause a contrasting motivation to travel to certain destination. Moreover, as their diverse perspective, they may create a different image when they perceive the same thing and affecting their decisionmaking based on a distinct formation of image (Pizam and Mansfeld, 2000, Gilbert, 1991 cited in Swarbrooke and Horner, 2007, Parrinello, 1993 cited in Selby, 2004).

Figure 1: Cultural Tourism Segmentation in Demand (EU, 1993 cited in Pearce and Butler, 2001)

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Figure 4: A linear model of the tourism decision-making process (Wahab et al., 1976 cited in Hotelmule, 2008)

Figure 2: Consumer decision-making framework (Gilbert, 1991 cited in Hotelmule, 2008)

2.1.2. Tourist Decision-making Process

The grand model has a great impacts on many decisionmaking models and more specific, on diverse tourist destination choosing models (Sirakaya and Woodside, 2004). The grand model basically can split to 4 stages, firstly, consumer eventually recognise their needs or desire. Based on this desire, there is the drive force for consumer to do research to gain information. An intangible process happened eventually in consumer mind to evaluate information of choices and decision was done on purchasing certain products. Finally, after purchasing, a review on products will be generated and a product usage experience will remains for the next decision as reference. As Claimed by Cooper et al (2005, p. 66), the need arousal stage can be added before the need recognition stage as per some happened events.

Figure 3: Consumer Decision-Making Grand Model (Dunne et al., 2009)

Wahab et al. (1976 cited in Chuang, 2004) was prior to present a tourism decision-making process which elaborate according to the grand model. They create the model based on the concept that tourism product purchasing was a intentional action through a series of consideration process that exclude the belief that tourist purchasing behaviour was done under a non-intentional situation. As Schmoll (1977 cited in Cooper et al., 2005) criticised that tourism decisionmaking process should not just identify the procedures but also need to recognise the factors affecting decision. This model shows that decision making by the consumer can be affected by the interaction of these 4 aspects: travel stimuli, personal determinants, external variables and destination features (Cooper et al., 2005).

Figure 5: Schmoll Model of the Travel Decision Process (Schmoll, 1977 cited in PSATourism, 2009)

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Referred to all research done preciously by different researcher and different models that was suggested relate to tourism decision-making, Mathieson and Wall (1982 cited in Cooper et al., 2005, p.69) suggested a model specifically referred to travel buying behaviour with grand models as the basis, the model includes two main parts with the pre and pro travel decision on choosing travel destination, it was divided by 5 stages, (1) felt need or desire to travel, (2) research information and assess image that perceived, (3) decide travel plan and details, (4) preparation before travel and then gain the travel experience, (5) satisfaction of travel desire, pro-

Figure 6: Travel-buying behaviour (Mathieson and Wall, 1982 cited in Hotelmule, 2008)

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travel evaluation and review. The starting point of decisionmaking is from feeling of needs and desire to travel, this part is the motivation of the decision which formed by impacts of tourist profile and travel awareness as a push and pull force respectively (Mathieson and Wall, 1982 cited in Cooper et al., 2005). The second stages before decision was made, tourist can be affected internally by the perceived information of trip features and can be influenced by external factors of collected information of destination resources (ibid).

Motivation is one of the most important factors within tourist decision-making process as it is the power to push the launch of decision-making (Herzberg et al., 1959; Oh et al., 1995; Weaver et al., 1994). The formation of motivation is from the desire of fulfilment of needs. When the reality is not match with consumer expectation, needs will be formed and as it grow till a certain level, it will transform to a drive force to take action on needs satisfaction (Goossens, 2000 cited in Law, 2007). As one of the most famous theories of consumer needs and motivations, even though what Maslows Hierarchy model demonstrate is too ideal and not enough evidence to support the theory, there are still many theories built base on this (ibid). Moreover, McIntosh et al. (1990, p. 63) exploit motivation of tourist with 4 segments: Physical motivation include tourist seeking different leisure activities to release physical and mental stress; Cultural motivation to travel due to curiosity to understand other cultures, living environment and habits; Interpersonal motivation are the group that tend to search for new relationships during travel; Status and prestige motivators cover tourist with wants of being recognised and require attention from others (McIntosh et al., 1990). By most travel motivation research, push and pull factors have been used to analyse and identify the emergence of motivation (Bello and Etzel, 1985). According to Crompton (1983), push factors are more related to tourist desire on travelling which is the internal factors that create a push force to go to a destination. This in a intangible, internal expectation such as the desire to escape current situation, seeking for relaxation (Oh et al., 1995). Pull factors produce by the attractiveness and image of the destination, which is to generate a pull force to attract tourist to come to the destination (Horner and Swarbrooke, 1996). Based on Oh et al (1995, p.36) typology, travel motivation was divided into 2 parts by push and pull factors. For pull factors, it includes (a) history and cultural, destination with rich history and culture resources to attract tourist, (b) activities and events, destination contains diverse facilities, activities and events such as festivals as an attraction, (c) safety, a friendly atmosphere, safety and hygiene environment can be an attractive elements, (d) natural resources, rich in natural resources such as beach or mountain that outdoor activities can take place on, (e) economic factors, the local accommodation, cost of living for tourist which is lower. Push factors includes (a) knowledge, the desire on new experience and knowledge, (b) social-interaction, family tour

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2.1.3. Travel Motivation

or visiting relatives and friends, (c) adventurous, looking for new and unusual stimulation, (d) entertainment or superiority, to enjoy life and to visit place that have never been to show off, (e) activities, to join local activities or events, (f) escape and rest, to escape from current situation (Oh et al., 1995). As stated by Mathieson and Wall (1982 cited in Cooper et al., 2005) and Wahab et al. (1976 cited in Chuang, 2004) decision-making process discussed before, it demonstrate the tourist needs and wants cause motivations to travel to other place and this determine tourist certain reactions. Doing research on the destination that they might interested in. In this section push and pull factors can be applied. (Swarbrooke and Horner, 1996; Mathieson and Wall, 1982 cited in Cooper et al, 2005). The push and pull factors theory is about tourist travel to certain place is because of an instinctive force from tourist internally push to have certain behaviour or decision. As Kim et al. (2003) said, push factors can be seen as motivation factors from consumer desires. Pull factor is the external force come the destination to attract tourist to visit (ibid). Internal factors are the push factors from tourists themselves affecting tourist behaviour that influence the decision making process of information collection procedure. External factors are the pull factors that attract tourist to visit the destination, this is more about the destination image that display to tourist during the image evaluation of the destination.(Horner and Swarbrooke, 1996).

Woodside and Lyonski (1989 cited in Law, 2007) claimed that a positive destination image can generate a positive cognition and emotion to the destination which can drive tourist to make a positive decision on travelling. By figure 8 shows that destination image can be affected by the origin of information, or by the consumer who perceived the image can reflected the influence of socio-demographic characteristic includes age, gender, nationality (Beerli and

Figure 7: Factors influencing the holiday decision (Horner and Swarbrooke, 1996 cited in Swarbrooke and Horner, 2007)

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Martin, 2004; Kotler et al., 2010). The perceived image will go through a process of combining a cognitive image with the affected image and come up with an overall image, and the process will be go over again as the changes of information or personal factor such as evaluation of pro-travel experience (Beerli and Martin, 2004).

shopping. The model shows that generation Y consumer enjoy to have freedom to make their own purchasing decision and have a feeling of get rid of family control or influence which motivate them to make a purchase decision (Noble et al., 2009). Moreover, generation Y experience way to find their own value by purchasing, which is key factors on their buying motivations; and they are motivated by the products brand which can give feeling of recognition (ibid).

Mannheim (1923 cited in Pilcher, 1994) first present the theory of generation (sociology of generations) in his essay and it examine the key issues of generational location, which indicate to certain definite modes of behaviour, feeling and thought (Mannheim, 1952, p.291cited in Pilcher, 1994). In his essay, he also create a term generational cohort which allude to a party that were gave birth within a particular period of time that have the same identified characteristic formed by common experience of historical issues (Mannheim, 1952 cited in Rindfleisch, 1994). Different with family generation, generational cohort is equivalent to demographic and psychographic variables base on social class Mannheim, 1952; Ryder, 1965 cited in Rindfleisch, 1994 and Kotler et al., 2010). To support this, Ryder (1965, p.847 cited in Rindfleisch, 1994) stated that: Conceptually the cohort resembles most closely the ethnic group: membership is determined at birth, and often has considerable capacity to explain variance, but need not imply that the category is an organised group. Ryder further defined that generational cohort see as a social structure variable and it outline the situation in where consumer socialisation happen and place the consumer into a group with the similar social character (Ryder, 1965 cited in Rindfleisch, 1994). Generation Y is the aspects that were concerned increasingly in recent decade since more generation Y graduate from universities or colleges and join work place as fresh new work force and their buyer power also increasing refer to their increase of income when they start their career (Michael, 2008; Noble et al., 2009; Gardiner et al., 2012). Noble et al. (2009) demonstrate a conceptual model about the generation Y consumer behaviour on motivation on

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Figure 8: Model of the Formation of Destination Image (Beerli and Martin, 2004)

2.1.4. Generation Y Behaviour and Characteristic

Generation Y, the topic that is increasingly concerned for academic research or social studies. There some aspect has been discussed like hospitality management (Solnet and Hood, 2008; Manwell et al., 2010), human resource management (Michael, 2008; Tamtymcgill, 2012), consumer behaviour (Gardiner et al., 2012), social and behavioural science (Lee et al., 2012). Few research can be found that cover diverse aspects. Two research about generation Y are done base on Hong Kong and Chinese generation Y by the human resource aspect since this group of people is the new major work force for following decades and the aim of the research is to identify generation Y behaviour and characteristic on job and it shows some common findings (Michael, 2008; Tamtymcgill, 2012). Through their research, some key characteristics were identified, generation Y is seen as a innovative and energetic group, they are moneyconscious on job and can easily be motivated by personal interest (Michael, 2008; Tamtymcgill, 2012). Nonetheless, fresh graduate generation Y personality are not very independent and they would prefer more assistant on work, more freedom on work and life, and they require an elastic working time and social interaction on work (Tamtymcgill, 2012). Due to the lacking of research on generational tourism consumer behaviour and travel decision-making with the impacts on generational characteristics, Gardiner et al. (2012) launch a research on merge conceptual basis to analyse

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Figure 9: Conceptual model of purchasing motivations of college-aged Generation Y consumers (Noble et al., 2009)

2.2. Review existing empirical research 2.2.1. Generation Y Existing Studies

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generational cohort depends on identified shared concept of formative referents, which create distinct perspective of different generation cohort. According to their research, 6 out of 9 hypotheses they have with the conceptual model are supported by their findings. Except the connection of normative referents and functional value, normative referents and hedonic value, functional value and attitude, the model was proved and can show relationship between different factors involved in travel decision-making (Gardiner et al., 2012).

Getz (1989) defined the term festival as a special activity with certain theme and it is related to public celebration that was operated under cooperation of organisation and sponsors and it is hold for once or not happen often. Long and Perdue (1990) pointed out that promotions of events and festivals are becoming more important regarding tourism development, especially history heritage and cultural activities related festivals. More tourist can be attracted to visit destination, have a stronger destination image and recognition through holding festivals or events. As Lee et al. (2004) researched about the motivation for tourist to visit or to participate certain event or festivals divided to 5 sections of motivations: cultural exploration, family togetherness, novelty, escape, event attractions, and socialisation. For the cultural oriented event, the majority of tourist would categorise under the cultural exploration motivated (Lee et al., 2004). Furthermore, as Chang (2005) found that the motivations for tourist travel to certain place and to join the aboriginal culture festivals are different from usual that they tend to escape from their own familiar surrounding to join the festival and search for excitement under an unfamiliar situation (Chang, 2005). Nonetheless, as Formica and Uysal (1998) claimed that tourist motivation in participating events and festivals is different that local tourists and foreign tourists have a diverse motivation, this confirmed by the research that tourists attend cultural festivals and events are different and the pull force generated by destination will have a different level of effectiveness on tourist. Formica and Uysal (1998) also pointed out that tourists motivation can be used to segment tourist to have deeper understanding of tourist behaviour characteristics. As most of existing research are focused on diverse motivation and its characteristic; notwithstanding, no existing research evaluate the socio-cultural differences impacts on motivations as a push factors. 2.2.3. Relationship between Movie and Television Series and Tourism To study effect of movie and series as a promotion tools for tourism, Tooke and Baker (1996) started a research on 4 case study in UK. Through analysing the growth in tourist arrival on the movie or series filmed location, it came up with a result that movie and series bring an increase visitor to the destination. This research confirmed that the great value of

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2.2.2. Tourist motivations in Events and Festivals

theory of product placement. To further support this and to identify the pull factors to attract tourist, Riley et al. (1998) did a research on 12 attractions in USA selected base on four standards: movie with high sales, movie-image show clear connection to location, accessible tourist arrival data and the data of visitors number before screen of movie is available. They assumed that tourists are motivated to visit movie filmed location because of the desire to experience the virtual world that created by movie (Riley et al., 1998). The research collected and analysed tourist arrival of 10 years before movie screened and the data of 5 years after it was screened. The result gave a further support the concept of Tooke and Bakers (1996) research that movie induce tourism activities. And the result also discovered that every attraction has its own unique attractiveness, some base on their natural resources and some became well-known because of the movie, the attractiveness that created by movie can last for a least 4 years by their research and the tourist growth can bring a increase up to 40-50%. To confirm the concept that movie has an effect on the destination image and tourist motivations, an experiment was established with a purpose on justifying the degree of changing in recognition of location and the cognitive or affective destination image (Law, 2007). Moreover, the level of familiarity to destination and level of visiting interest also was measured by the experiment (ibid). The test result identify the influence of movie on some key elements of perceived destination image of consumer and it also shows a significant impacts on consumer visiting interest (Lee et al., 2004). This research has proved and explained the effect of movie-induced destination image impacts on tourist aroused desire to travel or induce tourist motivation as a pull force to attract visitors (Law, 2007).

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Generation Y can be defined that the people that born between 1982 to 1994, this generation have different growing background than others (University of Iowa School of Social Work, 2009). As the enhancement of technology and abundance of information of this generation while they growing up. It caused a different behaviour for them when they are making a decision (ibid). Moreover, due to fertility limitation policy and environment of late marriage in east Asia. The family size is smaller than what it use to be and the education from parents toward children is different that they are not the strict to the discipline and excessive enjoyments. As their different growing background, the buying behaviour of them is different from other generations (Baum, 2010).

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2.3. Primary Research Background 2.3.1. Generation Y tourists in east Asia

Taiwan uses to be targeted as a culinary tourism destination. In recent years, in order to expand target market for tourism and to have a stronger brand image of Taiwan, the tourism board and government development plan to

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2.3.2. Pingxi Sky Lantern Festival in Taiwan

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focus more on the other side of Taiwan, long Chinese culture and natural scenery (Taiwan Tourism Bureau, 2013). Moreover, Taiwan government spotted the huge tourism receipts and tourist arrivals brought by the traditional events and festival to different district in Taiwan such as the Pingxi Sky Lantern Festival in the Northern Taiwan, Bee Artillery Festival in the southern Taiwan which, since that Taiwan government start to assist the local communities to hold these events and to promote it as tourist attractions (Lin, 2013). As the Pingxi Sky Lantern Festival was voted for the second largest festival carnival in the world by Discovery Channel on 2008 that makes Taiwan became another biggest cultural tourism destination in Asia (Focus Taiwan, 2012). To support this, the government help the provincial government to set up their own tourism board and the own official website. (Taiwan Provincial Administration Hall, 2012).

Moreover, to market the cultural tourism, the government tourism board put their focus on the promotion of cultural events and special traditions in order to attract cultural tourist. Furthermore, this festival get even more popular after the screening of the movie, You Are the Apple of My Eye, which is one of the most popular movie in recent years in east Asia countries (China Times, 2013). This movie has attracted over 1 million fans like on the page and it share different photos and the location which the movie filmed in such as Pingxi Sky lantern. By the New Taipei provincial government statistic, there is an increase of up to 150,000 tourist which come mainly from east Asia countries was attracted by this movie and interested to participate in the festival. Besides, the movie has build a destination image with a romantic and blessedness events of the festival and destination (ibid)."

Figure 10: Theoretical model and hypotheses (Gardiner et al., 2012)

3. Methodology 3.1. Approach To test the hypothesis, there are three types of approach can be used for research, the quantitative, qualitative and mixmethod approach. This paper main aim is to test how movieinduced image affect tourist decision-making on travel destination. To understand different factors affecting tourist behaviour, the researcher recommend to use quantitative approach. To be more specific, qualitative approach is more that it is an appropriate tool in dealing with peoples attitudes, perceptions and forecasts (Silverman, 2010). However, quantitative approach can give a general view of research. Quantitative approach can be used to assess consumer behaviour and attitude towards products (Vanderstoep and Johston, 2009). This research is to evaluate the tourist decision-making process and elements ad factors involve in the process. Moreover, to identify the connection of theories with the case study of Pingxi Sky Lantern Festival as a movie scene location and how internal and external

factors and movie-induced image can influence the generation Y East Asian tourist travel decision on destination. Questionnaire is used since it can provide a generalised result, and the research can be supported by the strong statistic with higher amount of interviewee responds. Since questionnaire require a huge amount of answer that allow researcher to have deep understanding in order to have a higher credibility to this research.

Referring to the aim and three objectives of the study, there are numerous hypothesis can be assessed. Notwithstanding, there are just three hypothesis is considered to test in this research. Hypothesis 1: H0: There is no difference between age on motivation on travelling to Taiwan due to Pingxi Sky Lantern Festival. H1: Generation Y tourist are motivated to visit Taiwan due to Pingxi Sky Lantern Festival.

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3.2. Hypothesis

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H2: Non-generation Y tourist are motivated to visit Taiwan due to Pingxi Sky Lantern Festival. Hypothesis 2: H0: Generation Y tourist is not motivated by movieinduced image to participate Pingxi Sky Lantern Festival. H1: Generation Y tourist is motivated by movie-induced image to participate Pingxi Sky Lantern Festival. Hypothesis 3: H0: Tourist culture background does not affect level of motivation by movie-induced image. H1: East Asian tourist has a higher level of motivation by movie-induced image. H2: East Asian tourist has a lower level of motivation by movie-induced image.

3.5. Validity and Objectivity According to Saunders et al. (2009), validity is about if the result of the study is referring to the real meaning actually. By Ghosh and Chopra s (2003 cited in Lancaster, 2005, p. 71), definition, validity is an absence of self contradiction. Short questionnaire can get a higher validity results as it take less time and interviewee will be more patient and engage to the survey at the beginning (Law, 2007). Notwithstanding, since the research is mainly about the impacts of movie which screen in 201 which is 2 years ago, as interviewees motion reflect to the movie may fade with time past, this may affect the validity of the result and for interviewee who did not watch this movie before, it can act as reference to measure the differences on movie impacts, but it may affect the validity of some questions result (Saunders et al., 2009). By Hughes (2006) statement, objectivity of research refer to whether the interviewee answer is objective of lead by the way of how the questions was asked. To increase the objectivity of the questionnaire, the design of question should not be lead to the researcher expects answer, and wording of questions should use objective words and avoid some leading words like must. Moreover, during interviewing, the researcher need to confirm that no external factors affect the sample population opinion and lead to an expected answer for the questionnaire.

The questionnaire will be done in nominal (categorical) types of design with 5 levels of answer to choose. The target interviewee is the tourist travel for cultural tourism and events. With the primary research limitation, this research will focus on the generation Y East Asian tourist travel to Taiwan and participate the Pingxi Sky Lantern Festival. This research paper aim to identify difference on decision-making of tourist with demographic variable of the same age group of tourist and have a constraint on geographic variable with only East Asian tourist as main population for this study. With different constraints, the research is suggested to do the nonrandom sampling. Only tourist visit Pingxi Sky Lantern Festival with age between 20s to 30s and come from East Asia countries have the chance to do the questionnaire. The result can help to prove the level of movie impacts on generation Y East Asian tourist travel decision. The data collection will be done in the location of Pingxi Sky Lantern Festival in the counter of events information. For tourist who return the finished questionnaire can get a souvenir of sky lantern shaped accessory. This method can confirm a higher respondents of the research and the veracity of the questionnaire is higher. To conduct this research, the researcher propose to cooperate with the local community, who hold the festival, to distribute questionnaire to tourist with assist of workers in counter, to explain the purpose of the survey and to give out souvenir when tourist return the finished questionnaire.

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3.3. Sampling and Data Collection

To analyse the data, it can through the computerised program named Statistical Product and Service Solutions (SPSS) software (SPSS, 2009). This software can be used to analyse data, compare the result and can also make graphs and chart base on the result. This software is very userfriendly, it is easy to control and can process large amount of data. The attained statistic will be evaluated according to the aim and objectives of this research paper. The statistic will be examined to support different levels of influence on decision-making and will be used to identify the main factors that affect the tourist decision-making the most.

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3.4. Data Analysis

According to Saunders et al (2009), reliability is about how the data collection method can generate the same findings on different situations, so the result should be consistent (Vanderstoep and Johnston, 2009). The research is focusing on the movie impacts on tourist travel decision on destination, as there are different movies and television series filmed on the same location and the same events. Hence, the interviewee answer may be not just refer to the movie or it is affected by the other media. Consequently, the result of this research maybe variate over time and events happen on the location, that the researcher need to consider the reliability of the research. Base on Saunders et al.s (2009) statement, generalisability refers to the whether the findings can be applied to another occasions. For this research, it concentrates on the movie impacts on decision-making, it can be applied with the influence of television series or micromovies, or other media. Notwithstanding, since the research are mainly focus on East Asian tourist and the location are also in East Asia, it may not be applied for international extent or for tourists travel to a destination that is totally not similar to their home country. Therefore, the researcher recommend that more research can be done on a international view.

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3.6. Reliability and Generalisability

As ethical issue is to confirm unexpected event did not affect the interviewees or affect negatively when they are doing the questionnaire that cause influence on the result of

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3.7. Ethical Issues

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the research (Polinsky and Waller, 2001). Moreover, researchers (and the people who responsible to explain the research question) attitude and behaviour and the order of questions would affect the objective of interviewee, in order to higher the reliability of the research, researcher also need to have appropriate sequence of question in questionnaire and have suitable reaction when explaining and answering interviewees enquiry (Saunders et al., 2009). To achieve the purpose of having a logical decision-making process, plenty of details about the research should be provided. Moreover to provide the interviewee of a security to provide information, all the personal details should be kept confidential unless the interviewees agree to publish it.

As working on a primary consist a lot of limitations such as the different locations and it is time consuming (Bryman and Bell 2007). Moreover, the researching location is far away from the place that researcher stay that make a difficulty for the researcher to collect data in the destination. This event only hold annually that the data cannot be collected all year but only available during the festival with one week time. Because the research focus on East Asian tourist which have diverse language and lower english speaking ability, language can also be a barrier for research since it may lead to misunderstanding issues. Moreover, due to the limitation for undergraduate research, it cannot be done by the observation and experimental method which can give a deep understanding on level of movie impacts on tourist decisionmaking and can identify push factors from the movie side on motivation. And the level of culture influence on decisionmaking cannot done with quantitative approach that this research paper cannot demonstrate any findings and research aspect for this topic. Moreover, there is the limitation that the researcher cannot apply the primary research, so this research paper is mainly base on secondary research which cannot bring a real findings for this topic. 4. Discussion 4.1. To identify push factors on Generation Y East Asian cultural tourist decision in the case of!Pingxi!Sky Lantern Festival. It can be believed that Generation Y can easily get bored by the same routine life and with same environment (Tamtymcgill, 2012). This make that generation Y consumer have stronger desire to search for excitement and experience some unusual thing for their life easily. This desire can make them to be motivated to escape from current situation and push them to make travel decision (Oh et al., 1995). With the aim to travel to other destination, they can be motivated by curiosity on learning new knowledge and experiencing different way of life and culture and this can affect their decision on choosing destination with the place with different background, culture and traditions and unalike environment (Low, 2007). For generation Y tourist that use to live in city or

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3.8. Limitations

urban area maybe interested to go some destination with rich culture and small old town view like Pingxi and participate their traditional events like the sky lantern festival which is a unique festival that other destination do not have. This can give them chance to experience different lifestyle with a slower speed of life so they can relax themselves (Law, 2007). With the rich resource of natural scenery and culture heritage of Pingxi, generation Y tourist can be attracted to travel to Pingxi Sky Lantern Festival with several aims to enjoy scenery and be entertained with the festival (Swarbrooke and Horner, 2007). Moreover, besides tourist own desire and needs, they can also be affected to make decision on travel destination by the influence of their reference group (Oh et al., 1995). Generation Y East Asian tourist decision can be influence by peer influence, group decision and peer recognition (Li, 2008). When they are planning a family tour or friends group tour, one member decision to certain destination, it can affect the whole group to make the same decision with the needs to travel together and experience on travelling together (Li, 2008). Moreover, it can be influenced by the member in the party who travelled to a destination and participate the festivals like Pingxi Sky Lantern Festival and the other member will be motivated to travel to the same destination and participate the same events due to the wants on sharing similar travel experience (Huang and Lin, 2006). 4.2. To explore the movie-induced image as pull! factors in decisionm a k i n g p r o c e s s! G e n e r a t i o n Y E a s t A s i a n c u l t u r a l tourists!at!Pingxi!Sky Lantern!Festival. Tourist motivation can be affected externally by the destination attraction and its marketing image (Oh et al., 1995). The researcher assumed that the destination image can be formed with the movie story combine with vision, and this image can transform as a pull force to attract audience to make a travel decision to the destination (Law, 2007). To explore the pull force motivation, it can be compartmentalised into 5 types, (1) the scenery which is the view of the destination, (2) the movie story, which give the audience a deep feeling and assist the formation of destination image, (3) the character, which may become idol of audience and induce the tourist motivation to stay in the same scene as movie, also the story background and characteristics of character con induce audience to have same experience, (4) sketched lifestyle, condense different events may happen with the impacts of the destination lifestyle, it can make audience feel interested to experience same lifestyle, (5) the icons of the destination, some special events or traditions that is unique in destination, such as the case of sky lantern in Pingxi, this became the icon of the destination and the movie form an image of romance and fortune of the sky lantern that make tourist be motivated to travel to the destination to confirm the icon and its image (Hudson and Ritchie, 2006). Destination image is not necessary to be the same as destination, it may be altered by the movie and create a new destination image (Huang and Lin, 2006). For the case study, the destination image of Pingxi and the sky lantern

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festival was more about traditions and culture, however, the movie story add some more elements on the destination and icon that make it as a symbol of romance and feeling of first love (Apple Daily, 2012). This new image was created by movie and it also change tourist impression of the destination even they did not watch that movie. 4.3. To access the cultural implication on decision-making process of generation Y East Asian Cultural Tourist at Pingxi Sky Lantern Festival refer to movie-induced image. Consumer with different culture can behave differently and the factors affect their decision-making can be different and have unalike influence on it (Pearce, 1982). The researcher assume that the destination image created by the same movie can have different effect on tourist decisionmaking (ibid). Moreover, the degree of movie impacts on tourist motivation and decision-making process on travel destination will variate according to tourist age, culture background and lifestyle (ibid). Pingxi Sky Lantern Festival take place in Taiwan, which is one of the country that located in East Asia, the culture and lifestyle of all countries in East Asia are slightly similar. With the similar culture background and lifestyle, East Asian tourist can have a deeper feeling and understanding reflected on culture and lifestyle showed with the movie-induced image about the destination. Furthermore, with the similar age group of generation Y and the movie story about high school life can attract more generation Y audience and bring a feeling of be personally on the scene (Apple Daily, 2012). This can induce a stronger motivation for tourist to make decision to travel to the scene location and to participate the events they have experience through the movie (Law, 2007). 5. Conclusion and recommendations Generation Y market are mature now and affecting the market a lot. Influence by education, technology and different factors, the willingness for this market to visit cultural tourism destination is higher now. By typologies of tourist and segmentation of cultural tourist, we can see that in different segment, tourist needs and wants is varying. The motivation factors produce from tourist needs and wants are changing also. With their generational cohort characteristic, they tend to have higher motivation to travel to other countries frequently. With the characteristic that loyal to peer and family, they can be easily influence by their peer and family on decision-making. Tourist decision-making can be influence by external factors like the destination promotion or by movie scene. Movie-induced tourism are getting more attention in different academic fields in the past decades, some studies have done on the decision-making aspect generally on tourist behaviour. Destination image can act as a pull force to attract tourist, as destination image can be altered or emerged with movie story and scene, it bring a higher recognition of the image to audience. Some tourist will make decision to travel to

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destination or participate certain events to identify the image, some maybe aim to visit the destination to experience the environment and atmosphere that movie have shown. It is very difficult to apply the same cognitive process to tourist with different culture background. As tourist culture background and lifestyle can affect their level of understanding on the other culture and lifestyle. This can influence their cognition to the destination and this cognition would have impacts on tourist decision-making. Due to the differences of culture and lifestyle, using movie as a promotion tool, it can carry out different levels of impacts on tourist with different culture background, and the destination image they perceived from movie scene can lead to different level of motivation to travel to the destination. As the limitation that mentioned above, due to those constraints, the questionnaire cannot be as effective as expected as it can only identify general concept and hypothesis but it cannot provide a deep understanding on this topic. In order to have better understanding of the research focus, qualitative approach with obser vation and experimentation can be applied and more samples can be collected; hence a deeper understanding can be conducted to this case. Referring to the phenomenon of movie tourism as mentioned above, when collecting sampling of tourist visiting the festival, those tourist should be filter out in order to get a better understanding of the topic rather than mixed the idea with the movie-motivated tourist as the culturally-motivated tourist. Based on this research and some findings, the researcher suggested that the countries to develop tourism industry can cooperate and merge its promotion with media industry with movies, television series, animations or games, which can bring similar effect by movies. As the research is only focus on the generation Y East Asian tourists, the result cannot be generalise to all tourist. It is recommended that the research can expand to focus on different tourist and include more variables on research to get a more distinct result with the movie impacts on tourist behaviour and decision-making with different variables and personality. References
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