Chinese Tourists' Travel Motivations - and Their Resultant Preferred Travel Activities

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Chinese Tourists’ Travel motivations
And their resultant preferred travel activities.
An analysis of past studies of Chinese outbound tourist from the past six years sets up a framework of Chinese outbound tourist motivations and their resultant activities.

Sanne Leuenhagen Petersen Cand.negot. International Tourism and Leisure Management, SDU Esbjerg 12-11-2009

Table of content
Abstract ................................................................................................................................................ 1 Chinese outbound tourism – the golden egg! ..................................................................................... 2 Objective .............................................................................................................................................. 2 The research undertaken ..................................................................................................................... 3 China .................................................................................................................................................... 4 The Chinese Outbound Travel Market ................................................................................................. 4 Characteristics of Chinese outbound tourists.................................................................................. 6 Chinese Tourists in Denmark ............................................................................................................... 6 Motivations, preferences, destination attributes and Chinese tourists.............................................. 7 Motivations for travelling ................................................................................................................ 7 Chinese travel motivations .......................................................................................................... 8 Destination attributes and travel activity preferences .................................................................. 10 Chinese tourists’ desired destination attributes and activity preferences ............................... 10 Linking it all .................................................................................................................................... 12 The implications for marketing .......................................................................................................... 15 Barriers to Chinese tourism in Odense .............................................................................................. 17 Conclusion .......................................................................................................................................... 18 Literature............................................................................................................................................ 20 Websites......................................................................................................................................... 21

Abstract
The Chinese outbound travel market has been proclaimed as the next big market for destinations around the world due to its rapid growth. This paper investigates the travel motivations of the Chinese outbound tourists and their resultant travel activities. An analysis of past studies of Chinese outbound tourist from the past six years is carried out to set up a framework of Chinese outbound tourist motivations and their resultant activities. Studies of tourism motivational factors are compared and discussed. Added to this to give a better picture of the activities performed to satisfy these motivational factors an analysis is carried out of studies of destination attributes, satisfaction and preferred travel activities. These are analyzed and discussed and traced back to the motivational factors identified and a framework is suggested. The implications on the future marketing of Odense city of this framework are...
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