China's Generation Y's Expectation on Outbound Group Package Tour

This paper aims to identify China's Generation Y's (Gen Y) preference toward joining group package tour (GPT) when traveling abroad and explore their expectations on a number of service attributes. Six service attribute dimensions were identified through factor analysis, including: group leader/local guide(s), optional tour and shopping arrangement, safety, cleanness, and comfortableness, accommodation, activities, and shopping length and frequency. This study confirmed the importance of group leader/local guide(s) with a special emphasis on their honesty. It is found that current group and non-group travelers of Gen Y shared similar expectations on six service feature dimensions, while having different expectations on four service attributes: food hygiene, tour leader's emergency handle ability, Chinese food offering, and park as attraction choice. Results also showed that potential group travelers had higher concern over the factor of group leader/local guide(s) than non-group travelers.