AN ANALYSIS OF LATENT DEMAND IN LANGUAGE TOURISM

Studies on language tourism have been scarce. Existing research has focused on language tourists and their experiences. However, no study has approached nonparticipants and latent demand in language tourism. Latent demand refers to demand that cannot be satisfied due to particular constraints, and despite the interest of the individual. Yet, the characteristics of latent demand in this type of tourism remain unknown, as well as the constraints that impede the participation of these potential language tourists in language tourism. The present study aims to fill this gap in knowledge by identifying: a) the characteristics and constraints of latent demand in language tourism; and b) which factors predict the intentions of becoming a language tourist. This study comprises a sample of 1,462 nonparticipants in language tourism. Statistical quantitative data analysis (including a binary logistic regression method) was performed using SPSS. Among other findings, we concluded that several predictors increased the odds of intending to participate in language tourism (e.g., being single, being able to speak English, being enrolled in higher education), while others decreased it (lack of interest, lack of a travel companion, family commitments). Analyzing nonparticipants with high potential is key to remove constraints to their participation in language tourism.