Chinese Holiday Makers' Expenditure: Implications for Marketing and Management

Abstract

Tourist destinations are more interested in attracting high-yield tourists, and visitor expenditure has often been used as a measure of market yield. This study examined Chinese holiday travelers' expenditure in Australia with the purpose of identifying the characteristics of the high-spending segments in this market. A questionnaire was designed to collect data from departing Chinese tourists. The study concluded that Chinese holiday travelers' total and disaggregated expenditures were associated with different sets of sociodemographic trip characteristics and psychological factors. In particular, their total expenditure in Australia was determined by their income, age, place of residence, travel party size, length of stay, and visitation to other destination. The study extended the existing literature on tourist expenditure. It also provided practical marketing and management implications for Australia.