Understanding travel motivations of Chinese tourists visiting Cairns, Australia

Article

Zhang, Yahua and Peng, Yiqian. 2014. "Understanding travel motivations of Chinese tourists visiting Cairns, Australia." Journal of Hospitality and Tourism Management. 21, pp. 44-53. https://doi.org/10.1016/j.jhtm.2014.07.001
Article Title

Understanding travel motivations of Chinese tourists visiting Cairns, Australia

ERA Journal ID19653
Article CategoryArticle
AuthorsZhang, Yahua (Author) and Peng, Yiqian (Author)
Journal TitleJournal of Hospitality and Tourism Management
Journal Citation21, pp. 44-53
Number of Pages10
Year2014
Place of PublicationCambridge, United Kingdom
ISSN1320-5161
1447-6770
Digital Object Identifier (DOI)https://doi.org/10.1016/j.jhtm.2014.07.001
Abstract

Using survey data sets collected in 2008 and 2012, this study provides insights into the demographic profile, travel characteristics and travel motivations of Chinese tourists to Cairns. Strong correlations between the push and pull factors indicate that the attributes Cairns offers largely match the Chinese tourists' push motivational factors, which may explain why China has been Cairns' fastest-growing inbound tourism market. The special attributes of Cairns such as the Great Barrier Reef and reef-associated activities could be promoted in the Chinese market to strengthen Chinese tourists' push motivations. This study also suggests that certain groups such as females, people under 30 years of age and high income earners could be specifically targeted in tourism promotions as these groups tend to place higher values on the features and lifestyle of Cairns. Given that most of the respondents are experienced travellers, the findings of this study provide some empirical support for the travel career pattern theory of travel motivation.

Keywordstravel motivation; tourists; China outbound travel; motivation; pull factor; push factor; travel career pattern
ANZSRC Field of Research 2020350806. Tourist behaviour and visitor experience
380116. Tourism economics
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Byline AffiliationsSchool of Commerce
James Cook University
Institution of OriginUniversity of Southern Queensland
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