The Influence of Culture on Consumer in Caravan Industries

To begin with, Culture has been one of the most important things that we need to understand in order to know more about the consumer behavior, It includes everything from the influence of individual thought processes, beliefs, law, language and behavior which was passed down through generations. (Quester, P& Garlin,F 2014). In a western culture people from age of 18 to 50 loves travel around Australia. However, the teenager (which so called the sub culture) from age 18 to 25 don’t like to travel using caravan, because the term traveling in western subculture means to go overseas and does not meant 2 to 4 hour road trip. On the other hand, westerner ranging from age 34 to 50 or above traveling’s means to drive and to go on a long road trip.

On the bright side even though caravan industries does not attract much local teenager (Amanda M, 2014), the caravan industries attracts teenagers from other western countries such as the United Kingdom, Germany, United States, France and New Zealand. It was stated that data released by Tourism Research Australia shows a total of 334,184 international caravanning and camping visitors for the year ending June 2016, growing once again by 12% on the previous year. (Caravan Industry, 2016). In addition, caravan industries did not only attract western teenagers from overseas it also attracts a lot of Asian tourist (mainly Chinese). In most Chinese culture middle class people look up to upper class and will always want to be considered as a higher class. Higher class when travelling they usually travels with just family or friends as for Middle class Chinese they often travel in a group with travel agencies. However, both middle class and upper class both likes to travel in groups since they can’t really speak English well and they don’t know where to go.

Nonetheless, Chinese teenagers these days speaks fluent and know more about what’s going on outside china through online social medias and internet. Chinese subculture or Chinese teenager nowadays is similar with Western teenagers. Data by Tourism Research Australia shows a 112 per cent growth in Chinese caravan or camping visitor nights in the year to September 2017, as more option to organize their own travel (Nicole H, 2018) and when traveling to Chinese teenagers tend to seek cheaper self-drive holidays as the Chinese economy slows and people feel less wealthy Visitor arrivals from China grew by 12 per cent in the period, to 1.2 million people which makes total Chinese tourist spending fell 4 per cent to $3.1 billion, which was attributed to a 10 per cent decline in group tour visitors. (Nicole H, 2018)