Chinese student travel market to Australia: An exploratory assessment of destination perceptions

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Title Chinese student travel market to Australia: An exploratory assessment of destination perceptions
Author Wang, Ying; Davidson, Michael Cameron
Journal Name International Journal of Hospitality and Tourism Administration
Year Published 2008
Place of publication New York
Publisher Haworth Press
Abstract Chinese students form the largest international student travel market for Australia and approximately a quarter of Australia's international student enrollments are mainland Chinese. Despite the significance of the market, little is known about Chinese student travelers. This study offers an exploratory assessment of the perceived image of Australia in the Chinese student market. Through a self-completion questionnaire, data regarding the pre- and post-arrival perceptions of Australia were collected from Chinese students on the Gold Coast. The study identified natural scenery/attractions and agreeable environment/climate as the strengths of Australia. Historical attractions and shopping related opportunities were the weaknesses of Australia as a tourist destination. A factor analysis was performed on both pre- and post-arrival perception data. Different structural patterns emerged from the two sets of data suggesting a modification effect of actual experience on the destination perception. The results also suggest that destination marketers should emphasize the general environment in Australia when marketing to the Chinese student market.
Peer Reviewed Yes
Published Yes
Volume 9
Issue Number 4
Page from 405
Page to 426
ISSN 1525-6480
Date Accessioned 2009-03-02
Language en_AU
Research Centre Griffith Institute For Tourism
Faculty Griffith Business School
Subject Tourism Management
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

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