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JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
A Study in Tipping Culture in Taiwan’s Travel Service Industry
Author(s): Gao-Liang Wang, Chin-Tsai Lee
Citation: Gao-Liang Wang, Chin-Tsai Lee, (2012) "A Study in Tipping Culture in Taiwan’s Travel Service Industry," Vol. 6, Iss. 3, pp. 154 - 161
Article Type: Research paper
Publisher: North American Business Press
Abstract:
The purpose of this study was to explore how the consumers’ awareness of service staff professional performance will influence the amount of tips they decide to pay. Based on an empirical study approach through questionnaires and statistics analyses, the results show the amount of a tip is limited by customers’ habits, in which Taiwanese visitors generally pay a fixed amount of tip as the travel agency suggested; only a small ratio of those tourists would like to pay more tips as an appreciation to the tour service staffs. The customer would like to have more services, but the tips increased are not proportional to the increased amount (quality) of services.
