Understanding travel motivations of Chinese tourists visiting Cairns, Australia

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. ISSN 1447-6770


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.

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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: © 2014 The Authors. Permanent restricted access to published version due to publisher copyright policy.
Faculty/School / Institute/Centre: Current - Faculty of Business, Education, Law and Arts - School of Commerce
Date Deposited: 07 Jan 2015 08:06
Last Modified: 05 Jul 2016 05:24
Uncontrolled Keywords: travel motivation; tourists; China outbound travel; motivation; pull factor; push factor; travel career pattern
Fields of Research : 15 Commerce, Management, Tourism and Services > 1506 Tourism > 150606 Tourist Behaviour and Visitor Experience
14 Economics > 1402 Applied Economics > 140216 Tourism Economics
Socio-Economic Objective: B Economic Development > 90 Commercial Services and Tourism > 9003 Tourism > 900301 Economic Issues in Tourism
Identification Number or DOI: 10.1016/j.jhtm.2014.07.001
URI: http://eprints.usq.edu.au/id/eprint/26121

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