Investigating college youth travellers’ food choices using latent class modelling: a case study in China

This study examines college youth travellers’ food choices using a market segmentation-based latent class modelling approach. A D-efficient stated-preference experiment was conducted in four Chinese cities, identifying two tourist market segments with different preferences. Key factors influencing food choices include cost, taste, waiting time, service responsiveness and noise levels. Elasticities, first differences and willingness-to-pay values are estimated, providing insights for effectively targeting the youth tourism market. Results suggest that improving service quality and reducing noise levels can significantly enhance food appeal, while higher quality yields marginal returns. These findings can assist tourism and catering agencies in devising efficient strategies to attract youth travellers.