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

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Title Pre- and post-trip perceptions: an insight into Chinese package holiday market to Australia
Author Wang, Ying; Davidson, Michael Cameron
Journal Name Journal of Vacation Marketing
Editor Perry Hobson
Year Published 2010
Place of publication United Kingdom
Publisher Sage
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.
Peer Reviewed Yes
Published Yes
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Copyright Statement Copyright 2010 SAGE Publications. This is the author-manuscript version of the paper. Reproduced in accordance with the copyright policy of the publisher. Please refer to the journal's website for access to the definitive, published version.
Volume 16
Issue Number 2
Page from 111
Page to 123
ISSN 1356-7667
Date Accessioned 2010-05-18
Language en_AU
Research Centre Griffith Institute For Tourism
Faculty Griffith Business School
Subject Tourism Marketing
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

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