Domestic tourism of Chinese in Canada: Distinct differences. (June 2018) - Shen, Ye (Sandy)
Abstract: Domestic tourism in Canada has seen a significant increase in recent years; however, surprisingly little attention has been paid to it. Immigrants are an important part of the Canadian population and bring both opportunities and challenges to its tourism industry. Yet they have seldom been studied in previous research, and their heterogeneity is usually neglected. Canadians of Chinese origin are the largest non-European ethnic group in Canada, and therefore represent an increasingly important segment. This study examines the tourist behaviors of three ethnic Chinese groups based on their birthplace: Canada, Hong Kong and Mainland China. The findings show that they do not represent a homogeneous segment in the Canadian domestic market, although the tourist behaviors of Caucasian Canadians are similar to Chinese born in the country, suggesting a certain assimilation by the second generation. This research enables destination management organizations to understand the differences between the three Chinese groups and provides insights into potential marketing approaches to better attract and satisfy these segments. Highlights: The ethnic Chinese market in Canada is not homogeneous. Acculturation influences tourist behavior before, during and after a trip. Marketers can treat the Canadian-born Chinese as a part of the majority market. Chinese immigrants born in Mainland China and Hong Kong should be targeted as different niche markets.