Chinese Leisure Tourists: Perceptions and Satisfaction with Australia
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Since the mid-1990s there has been a dramatic increase in the number of Chinese visitors to Australia, making China a significant inbound market. This study sought to ascertain how Chinese visitors' perception of Australia changed as a result of their visit. It also examined Chinese visitors' satisfaction across a range of tourism experiences. Research data was collected from 380 Chinese visitors and it was found that "food," "shopping," and "tour itinerary" were areas where Australia underperformed on satisfaction. A gap between pre- and posttrip perceptions was detected and it was found that meeting visitors expectation of quality, variety, and accessibility-related aspects was particularly important in achieving greater satisfaction. The research findings offer Australian tourism operators and marketers an insight into the Chinese visitor's trip experience and satisfaction.
© 2010 Cognizant Communication Corporation. This is the author-manuscript version of this paper. Reproduced in accordance with the copyright policy of the publisher. Please refer to the journal website for access to the definitive, published version.
Tourist Behaviour and Visitor Experience