Chinese leisure tourists: Perceptions and satisfaction with Australia

Ying Wang, Michael C.G. Davidson

Research output: Journal article publicationJournal articleAcademic researchpeer-review

24 Citations (Scopus)


Since the mid-1990s there has been a dramatic increase in the number of Chinese visitors to Australia, making China a significant inbound market. This study sought to ascertain how Chinese visitors' perception of Australia changed as a result of their visit. It also examined Chinese visitors' satisfaction across a range of tourism experiences. Research data was collected from 380 Chinese visitors and it was found that "food," "shopping," and "tour itinerary" were areas where Australia underperformed on satisfaction. A gap between pre- and posttrip perceptions was detected and it was found that meeting visitors expectation of quality, variety, and accessibility-related aspects was particularly important in achieving greater satisfaction. The research findings offer Australian tourism operators and marketers an insight into the Chinese visitor's trip experience and satisfaction.

Original languageEnglish
Pages (from-to)737-747
Number of pages11
JournalTourism Analysis
Issue number6
Publication statusPublished - 2009
Externally publishedYes


  • Australia
  • Chinese market
  • Destination perception
  • Visitor satisfaction

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management


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