Chinese Outbound Tourist Behaviour

By

ACKNOWLEDGEMENT

My thanks go out to all who have helped me complete this study and with whom this project may have not been possible. In particular, my gratitude goes out to friends, facilitator and family for extensive and helpful comments on early drafts. I am also deeply indebted to the authors who have shared my interest and preceded me. Their works provided me with a host of information to learn from and build upon, also served as examples to emulate.

DECLARATION

I, [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

Signed __________________ Date _________________

ABSTRACT

In this study we try to explore the concept of “Outbound Tourism” in a holistic context. The main focus of the research is on “Tourist behaviour” and its relation with “Chinese Outbound Tourism”. The research also analyzes many aspects of “Chinese outbound tourism” and tries to gauge its effect on “tourist behaviour”. Finally the research describes various factors which are responsible for “Chinese outbound tourism”. The main research questions were how innovation has changed the concept of Chinese outbound tourism marketing? What are the strategies used to attract Chinese outbound tourists? What are the foreign travel spending habits of the Chinese outbound tourists? Where are the most desired destinations for Chinese outbound tourists? The researched did in-depth study and came to a meaningful conclusion. The researcher used mixed research method and used the instrument of questionnaire for studying the behaviour of Chinese out bound tourist. The researcher came to know that most of the Chinese tourist went to UK for the business purpose. Thus the tourist product should be made and marketed in such a way that the tourist needs are met and the tourist are attracted to the UK as an ideal destination. It has been found in this research that China will rank fourth among the world's top tourist generating countries by 2010 since its tourist market win be totally open to the world in 2005 upon its agreement with the World Tourism Organization (WTO), which win definitely bring more choices for Chinese outbound tourists. This research will fill out the gaps in the existing literature and will be helpful for students, tourist's agencies and government. It will provide new doors for future research.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

Background1

Rationale1

Significance2

Research questions2

CHAPTER 2: LITERATURE REVIEW3

China Outbound Tourism3

Current State of Research on Chinese Outbound Tourists6

Market Overview7

Destination Specific10

Specific Aspects of the Market - Primary Consumer Data11

Definition of the term “innovation”14

Potential areas for innovation in tourism14

Tourists' Attitudes15

The Formation of Attitude-Behavior17

The Evaluation of Pre-Expectancy and Post-Experience19

Travel Motivators22

Dann's "Push and "Pull" Dimensions of Travel Motivators23

Tourism Motivation24

Tourist Typologies25

Evolution of Typology26

Demand typologies26

Supply typologies27

The use of typologies in the overall tourism planning process28

Sustainable tourism29

Steps for Sustainable Development30

CHAPTER 3: METHODOLOGY34

Data types35

Primary Data35

Qualitative Data36

Quantitative data37

Secondary Data37

Data Sources and Research Limitations39

Population39

Sample40

Research Instruments40

Literature Search40

Time Scale41

Reliability41

Credibility42

Validity42

Ethical consideration43

CHAPTER 4: DISCUSSION AND ANALYSIS44

Introduction44

China outbound tourism: ...