Representing the influence of multiple social interactions on monthly tourism participation behavior

Based on Japanese panel data derived from 12 monthly waves and 1253 questionnaires, the study examines the impact of social interactions on tourism participation. Social interactions are classified into three types: namely, endogenous, exogenous and correlated effects. It is empirically confirmed that endogenous social effects have significant influences on tourism participation behavior. For example, it is found that interactions with people of the same income groups (an example of endogenous social effects) are generally significant across most months of the year. However, it is worth noting that endogenous social effects will be overestimated if the correlated social effect is not taken into account. The results suggest that social multiplier effects can be discerned that have potential implications for promotion and management of tourism participation rates.