The Attractiveness of Australian Events to Chinese Visitors and Barriers to Attendance

Abstract

This article explores the attractiveness of Australian events to Chinese visitors. The Chinese have become the most important inbound market for Australia and this trend is likely to continue in the near future. Traditionally, Chinese visitors have been interested in sightseeing, but they are becoming more sophisticated in their travel behaviors and are seeking more active experiences. This exploratory study investigated whether Chinese visitors are attracted to events, what types of events they are likely to be interested in, and what factors impede their attendance at events based on data collected from Chinese tourists by travel agents in Guandong province. It was found that some Chinese tourists are interested in events, particularly festivals and cultural events, as well as certain hallmark sporting events. It was also found that interest in events appears to increase with travel experience, which bodes well for Australian events in the future as the Chinese travel market continues to mature. The findings will contribute a further cultural dimension to the event literature and help inform marketing and operations for individual events organizers and destination marketing associations.