Segmentation by Experiential Familiarity and Travel Mode of the Chinese Outbound Market to Spain

Chinese travel markets are maturing with new travel trends arising as tourists become more experienced. This paper analyzes the possibilities of segmenting Chinese tourists’ motivations and satisfaction in Western destinations by experiential familiarity and travel mode, namely Free Independent Travel and Group-tour Travel. Based on these variables, this study builds on a survey questionnaire of Mainland Chinese travelers to Spain. A quantitative analysis of motivations and satisfaction is performed. Comparison of means, one-way MANOVA and Principal Component Analysis are the main analytical techniques used to understand the a priori selected segments of tourists. The main results show significant differences among consumers: independent travelers are less satisfied with the Chinese language services, whereas group-tour travelers are, overall, less satisfied with the trip and the destination. The results also show that repeat visitors are motivated by different aspects of the destination, such as Spanish natural resources and beaches, which are less important for first-time visitors. Among the studied segments of consumers, the differences in motivation, satisfaction and sociodemographic profiles are discussed along with the practical implications of the research.