Chinese outbound tourism in Europe: An analysis of tourist travel motivations (original) (raw)
Related papers
China, with its over 1.3 billion population, is a rising star in terms of tourism, not only for its potential of outbound tourism but also for its great potential of domestic tourism. Thus, the present study was conducted to develop a better understanding of Chinese tourists’ motivations in selection of domestic destinations for Spring Festival holiday. A qualitative method, namely, the means-end approach, was used to analyze the primary data. The results of implication matrices and hierarchical value maps indicated the existence of 8 pull motivational factors and 17 push motivational factors. Correlations between these factors were found when respondents were solicited to provide abstract meanings of the destination attributes they identified. More specifically, consequences and personal values driven by the destination attributes were presented as having similarities with mentioned push factors. This study thus attempted to contribute to the existing literature by investigating the means-end chains of both pull and push motivational factors and by applying the motivation theory and means-end theory in China’s domestic tourism. Finally, managerial implications were specified for the benefit of Chinese local governments and destination marketers.
2015
With more than 70 million Chinese travelers annually, China has recently become the top outbound tourism of the world. This study, therefore, examine Chinese tourists regarding their experience of travelling in Thailand to gain a better understanding of Chinese’s tourist behavior and identify the motivational factors that significantly influence their decision to take a trip to Thailand. The finding of this study shows that top three motivation factors that pull Chinese high-value tourists to visit Thailand are beautiful beaches and natural attractions by cultural festival and events and good value for money. Family and/or friends and travel agents are the important players in travel decision making. Lastly, the study reveals that the majority of the research participants have intention to re-visit Thailand as well as making recommendation and sharing their experiences with others.
This study examines Chinese outbound leisure travel motivation using a two-stage means-end chain (MEC) approach. In-depth interviews (n=60) using a soft-laddering method followed by a hard laddering survey (n=600) with experienced Chinese outbound leisure travellers allowed culturally specific motivations for travel to be identified based on 48 items at attribute, consequence, and value levels. Six dominant MECs were identified. These findings provide a non-Western structure to the subtleties and salient dimensions of traveller motivation.
Journal of Vacation Marketing
This study examines the travel motivation of Chinese outbound tourists at the attribute, consequence and values levels based on means-end chain (MEC) theory and its associated laddering technique. In-depth interviews with respondents were analysed to identify six key means-end chains. The two major travel motivation chains are: (1) respondents visit destinations that are ‘famous’ or have a ‘good environment’ because they value ‘the beauty of nature’ and ‘pleasure’; (2) respondents want to visit ‘different’ destinations, because they value experiences and knowledge. These results illustrate the use of MEC theory in understanding travel markets and demonstrate the use of motivation chains as the basis for segmenting the Chinese market. The research findings contribute to the travel motivation literature by identifying directed, hierarchically organized motivation structures with interconnected levels of attributes, consequences, and values. Further marketing and product development implications are provided to help attract this emerging market.
Understanding of Travel Motivations of Domestic Tourists
Journal of Tourism and Services
Domestic tourism plays an essential role in the tourism industry and contributes to the overall economic development. This study aims to investigate the relationship between push and pull travel motivations of domestic tourists, their behavioral intentions, a direct influence of travel motivations on perceived benefit and perceived value of domestic tourists. The paper applies the concept of push and pull factors of travel motivation, perceived benefit, perceived value, and behavioral intention. The study implies a quantitative research method - questionnaire survey targeting domestic tourists in Mongolia between July to September 2019. A total of 1068 returned questionnaires were analyzed using factor analysis, reliability test, regression, path analysis, and SEM. The research result suggests that travel motivations (push and pull factors) were significant constructs of behavioral intentions. Moreover, the research results are significant for tourism practitioners, researchers, and...