Potential Chinese travelers to Western Europe: Segmenting motivations and service expectations

Prayag, G, Cohen, SA and Yan, H (2015) Potential Chinese travelers to Western Europe: Segmenting motivations and service expectations Current Issues in Tourism, 18 (8). pp. 725-743.

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Abstract

This study examines the propensity for long-haul independent travel amongst young Chinese travelers and evaluates the corresponding management implications. The paper reports findings of a survey of 403 potential travelers to Western Europe. Three clusters of visitors were identified and profiled on the basis of their socio-demographics, motives and service expectations for Western Europe. Unlike previous studies emphasizing the homogeneous behavior of the Chinese outbound market (e.g. packaged tours and group travel), our findings suggest a nascent Chinese independent youth travel segment that does not conform to Western conceptualizations of the ‘typical’ attitudes and behaviors of such visitors. This may portend the end of backpackers as a discrete group as the outbound Chinese market diversifies and engages Western Europe’s backpacker infrastructure in multiple ways. Recommendations are offered for managing expectations, marketing independent travel amenities and facilities, and service provision to these visitors.

Item Type:	Article
Divisions :	Surrey research (other units)
Authors :	Prayag, G, Cohen, SA and Yan, H
Date :	2015
DOI :	10.1080/13683500.2013.868413
Depositing User :	Symplectic Elements
Date Deposited :	28 Mar 2017 13:26
Last Modified :	24 Jan 2020 12:16
URI:	http://epubs.surrey.ac.uk/id/eprint/804691

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