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Survey shows tourists prefer to spend time in happier countries

Survey shows tourists prefer to spend time in happier countries
July 5, 2016

Researchers at the Swinburne University of Tecnology have discovered that a nation’s perceived happiness can be an asset that attracts tourists.

Finance lecturer Dr Reza Tajaddini and Economics lecturers Dr Hassan F Gholipour and Dr Jeremy Nguyen, say their research was the first to propose that tourists may travel to sites of greater ‘happiness’ and to investigate the relationship between happiness and inbound tourism.

The researchers say their work has implications for tourism marketing and shows the benefit of emphasising the happiness characteristics of destinations, alongside traditional cultural and heritage attractions.

Dr Tajaddini explained “in recent years, many countries have launched tourism campaigns focusing on happiness in their countries.

“Sometimes a holiday isn't just getting to see more sunshine; it's about getting to see more sunny smiles.”

The research, published in the Annals of Tourism Research, found that happiest nations are Mexico, Colombia, Qatar, Ecuador, Uzbekistan, New Zealand, and Sweden.

By contast, a study released in late 2014 found Fiji was the happiest nation – leading Fijian tourism authorities to employ a global campaign ‘Fiji-where happiness finds you’.

Similarly, Bhutan, Thailand and Costa Rica have also used happiness campaigns to promote their tourism industries.

Dr Gholipour explains “happier countries may be able to attain economic benefits by recognising population happiness as an intangible asset that can be managed and marketed, sharing local people’s happiness with international visitors.”

To define happiness, the Swinburne research team used a large, multi-country database from the World Values Survey (WVS), a global research project that has explored international values and beliefs for more than three decades.

The researchers measured tourism revenue to 63 countries, taking into account heritage sites and natural attractions, finding that perceived political stability and an absence of violence influenced traveller’s decisions.

They also studied tourism arrivals and matched this data with happiness data, to show that a nation’s happiness may be an asset capable of attracting international visitors, in addition to its traditional tourism assets.

Dr Nguyen says the results suggest that international tourists prefer to travel to, and spend more time in, happier countries.

He concludes “if national happiness is viewed as an intangible asset that affects tourism positively, then recent interests in national happiness and wellbeing by political leaders and economists have clear implications for the management of this asset for which tourism industries are a stakeholder.

"For most tourists, it's not just the sights and the weather; it's also the mood of the people around you.”

Click here for details in the Annals of Tourism Research.

Image: Fiji' s 'where happiness finds you' campaign.

17th October 2015 - 15-YEAR RESEARCH PROJECT REVEALS THE ESSENCE OF HAPPINESS

25th July 2015 - WITHOUT EXPOSURE TO NATURE, AUSTRALIA IS NURTURING UNHAPPY FUTURE GENERATIONS

1st January 2015 - GLOBAL SURVEY SHOWS FIJIANS ARE THE WORLD’S HAPPIEST PEOPLE

29th April 2013 - TOURISM FIJI LAUNCHES INNOVATIVE NEW WEBSITE

24th December 2012 - TOKYO, BANGKOK: CITIES WITH THE FRIENDLIEST LOCALS


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