Pre- and post-trip perceptions: an insight into Chinese package holiday market to Australia

Abstract

In light of the importance of destination image in determining purchase decision and visitor satisfaction, the present study investigated how Australia is perceived as a tourist destination in the Chinese package holiday market. A self-administered questionnaire survey was conducted to collect travellers' pre- and post-trip perceptions. Natural scenery and agreeable environment were identified as Australia's advantages whilst museums, accessibility, shopping and entertainment related areas were disadvantages. The study also revealed significant improvement in perception of 13 destination attributes. The factorial structure of the perception was also modified by the travel experience. These results pose the question of whether Australia has been appropriately portrayed in existing destination promotional materials targeting the Chinese package holiday market. A shift in marketing emphasis or product offering may be necessary.