Generational analysis on tourists' travel behaviors: exploring Chinese outbound tourists

• Autor(a) principal: Huang Shunying
• Data de Publicação: 2018
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/18606
• topic: Tourism; Generational analysis; Travel behaviors; Chinese outbound tourists; Marketing turístico; Geração; Comportamento do consumidor; Análise de dados; Turistas; Comunidade chinesa; China

China is now considered a newly emerging tourism market that is worthy of more attention. Due to Confucian philosophy, Chinese way of living is quite different from other countries. Additionally, given the massive changes in China’s recent history and the lack of related study concerning this market, the present research aims to investigate Mainland Chinese outbound tourists’ travel behaviors from a generational perspective and identify the similarities and differences among them, since distinctive attitudes, values, and behaviors exist among different cohorts. In this case, interviews are conducted on two Chinese generations (Social Reform Generation and Only-Child Generation); and five variables are chosen, namely, travel motivation, information sources, preferred activities, destination evaluation concerns and post-visit behavioral intentions. The results of this study reveal that: these two generations are similar in travel motivation, and they both concern for personal safety, food experience and friendliness of local people. However, they are different in information search; besides, though they are quite similar in preferred activities, Only-Child Generation prefer shopping also and is more likely to revisit and share experiences online than Social Reform Generation. It is necessary for a destination and service providers to gain insights into Chinese outbound tourists and tailor strategies to meet their expectations. Therefore, based on the findings, touristic offers must be developed and continuously adapted to tourists’ changes in terms of needs and travel behaviors of different segment, in accordance with the target of corresponding marketing practitioners.