TY - JOUR
T1 - Chinese student travel market to Australia
T2 - An exploratory assessment of destination perceptions
AU - Wang, Ying
AU - Davidson, Michael C.G.
N1 - Funding Information:
Ying Wang, is a PhD Candidate with the Department of Tourism, Leisure, Hotel and Sport Management, Griffith University. Michael C. G. Davidson, PhD, is Professor and Head, Department of Tourism, Leisure, Hotel and Sport Management, Griffith University. The first author wishes to acknowledge the financial support of the Sustainable Tourism Cooperative Research Centre (STCRC), Australia. Address correspondence to: Ying Wang, Department of Tourism, Leisure, Hotel and Sport Management, Gold Coast Campus Griffith University, PMB 50, GOLD COAST Mail Centre, QLD 9726, Australia (E-mail: [email protected]).
PY - 2008/10/28
Y1 - 2008/10/28
N2 - Chinese students form the largest international student travel market for Australia and approximately a quarter of Australia's international student enrollments are mainland Chinese. Despite the significance of the market, little is known about Chinese student travelers. This study offers an exploratory assessment of the perceived image of Australia in the Chinese student market. Through a self-completion questionnaire, data regarding the pre- and post-arrival perceptions of Australia were collected from Chinese students on the Gold Coast. The study identified natural scenery/attractions and agreeable environment/climate as the strengths of Australia. Historical attractions and shopping related opportunities were the weaknesses of Australia as a tourist destination. A factor analysis was performed on both pre- and post-arrival perception data. Different structural patterns emerged from the two sets of data suggesting a modification effect of actual experience on the destination perception. The results also suggest that destination marketers should emphasize the general environment in Australia when marketing to the Chinese student market.
AB - Chinese students form the largest international student travel market for Australia and approximately a quarter of Australia's international student enrollments are mainland Chinese. Despite the significance of the market, little is known about Chinese student travelers. This study offers an exploratory assessment of the perceived image of Australia in the Chinese student market. Through a self-completion questionnaire, data regarding the pre- and post-arrival perceptions of Australia were collected from Chinese students on the Gold Coast. The study identified natural scenery/attractions and agreeable environment/climate as the strengths of Australia. Historical attractions and shopping related opportunities were the weaknesses of Australia as a tourist destination. A factor analysis was performed on both pre- and post-arrival perception data. Different structural patterns emerged from the two sets of data suggesting a modification effect of actual experience on the destination perception. The results also suggest that destination marketers should emphasize the general environment in Australia when marketing to the Chinese student market.
KW - Australia
KW - Chinese student market
KW - Destination perceptions
UR - http://www.scopus.com/inward/record.url?scp=68149175040&partnerID=8YFLogxK
U2 - 10.1080/15256480802427354
DO - 10.1080/15256480802427354
M3 - Journal article
AN - SCOPUS:68149175040
SN - 1525-6480
VL - 9
SP - 405
EP - 426
JO - International Journal of Hospitality and Tourism Administration
JF - International Journal of Hospitality and Tourism Administration
IS - 4
ER -