Chinese Leisure Tourists: Perceptions and Satisfaction with Australia

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Wang, Y
Davidson, MCG
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Muzaffer Uysal and Geoffrey I. Crouch

Date
2009
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Abstract

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.

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Tourism Analysis

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14

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6

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© 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.

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Commercial services

Marketing

Tourism

Tourist behaviour and visitor experience

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