Jul 29th, 2:00 PM - 3:00 PM
Are They Different? An Analysis of Chinese Travel Motivations
This study examined the travel motivations of the Chinese outbound tourists using data collected from a consumer survey. Six motivational factors were identified and labeled as Prestige and Luxury Experiences, Self Development, Novelty and Knowledge, Exciting Experience, Escape and Relax, and Relationship Strengthening. Prestige and Luxury Experience was the most dominant motivation among them. These six factors were examined in relation to respondents’ socio-demographic characteristics. Age was found to be the most influential factor while gender was the least critical one. Theoretical and practical implications were suggested.