Destination Choice of Chinese Long-haul Outbound Tourists and Market Segmentation. Issue 3 (3rd July 2017)

• Record Type: Journal Article
• Authors: Li, Chunxiao; McCabe, Scott; Chen, Ye
• Is Part Of: Journal of China tourism research. Volume 13:Issue 3(2017)
• Page Start: 298
• Page End: 315
• Publication Date: 2017-07-03
• Subjects: Destination choice -- long-haul outbound -- market segmentation -- cluster analysis -- conjoint analysis; 目的地决策 -- 出境游 -- 市场细分 -- 联合分析 -- 聚类分析; Tourism -- China -- Periodicals; Tourism; China; Periodicals; 338.479151
• DOI: 10.1080/19388160.2017.1398118
• Languages: English
• ISSNs: 1938-8179

Abstract

ABSTRACT: China is an important emerging generator of outbound international tourism. Recent studies have investigated trip characteristics and specific behaviors of Chinese travelers but have focused on intraregional patterns of actual tourists and short-haul destinations. By utilizing both qualitative and quantitative methods, this study uncovers the attributes considered important by potential long-haul tourists during destination selection. Based on these attributes, the market segmentation is further explored through the combination of conjoint analysis and cluster analysis. The interview data reveal that cost, visa restrictions, time schedule of the package, whether the destination is famous and the availability of opportunities to shop for branded goods are important choice criteria. The cluster analysis suggests that the Chinese long-haul outbound market can be divided into three subgroups, which are labeled as 'journey beginner', 'conspicuous consumer' and 'prestige pursuer'.