- Title
- A comparative analysis of the motivational factors of Chinese and non-Chinese tourists visiting Melbourne
- Creator
- Soldatenko, Daria
- Date
- 2021
- Type
- Text; Thesis; PhD
- Identifier
- http://researchonline.federation.edu.au/vital/access/HandleResolver/1959.17/184733
- Identifier
- vital:16581
- Abstract
- This study is devoted to a comparison of motivational factors of travellers from China and non-Chinese countries visiting the same destination (Melbourne). Given the importance of the Chinese market to Australia, it seems important to explore this market in terms of motivational factors and understand its specifics and peculiarities. In addition, the topicality of such research was revealed through a content analysis of cross-cultural push/pull motivational studies in tourism relating to nationalities. Leiper’s model of tourist’s pre-trip psychological process (2004) was adapted and modified in terms of push and pull factors that combine not only needs and destination attributes, but also include a number of additional factors, such as information about recreation possibilities of visiting places, expectation about potential experiences during the trip, as well as means, namely money, time and absence of other constraints. The model enables an understanding of the linkages and relationships between the various motivational variables and their influence on destination choice. This study employs quantitative methods to examine and compare the motivational factors of two studied samples. Data were collected through an online survey, which was provided in two languages (English and Chinese). The data analysis was undertaken in Statistical Package for the Social Sciences (SPSS) - 26.0 software by the means of various descriptive and inferential statistical techniques, such as Principal Component Analysis (PCA), Independent T-tests, Multiple regression analysis, and Canonical correlation analysis. In addition, the relationships between motivational variables in a proposed model were examined by using Partial Least Squares Structural Equation Modelling (PLS-SEM). The present study revealed a number of differences in trip characteristics and tourist motivational factors between the Chinese and non-Chinese samples. The differences identified between the two target markets are closely related to traits of individualist and collectivist cultures. This conclusion verifies the findings of previous tourism research that culture influences travel behaviour. The knowledge of cultural differences in motivation is very important for enhancing the efficiency and effectiveness of international tourism marketing. In addition, customising the services, products, and marketing programs for specific markets results in a high level of tourist satisfaction, and that in turn, leads to an increase in financial benefits associated with customer satisfaction and loyalty. This research has both theoretical and practical scientific significance. One significant contribution of this research is the development of a model of interrelated motivational factors in the travel decision-making process that enables the identification of the most influential motivational factors in travel decisions. The relationships between the push and pull factors, such as motivations, destination attributes, information sources, expectations and constraints, and their influence on destination choice, were examined. In the present study, a close positive relationship between personal motivations and destination attributes, as well as a significant influence of information sources on expectations and destination choice were found. Such results highlight the importance of properly developed advertising and promotion strategies with special attention to their contents, emphasising particular push and pull factors for particular tourist markets or segments. In addition, the current study identified possible product bundles of tourists’ motivations and destination attributes and segmentation of visitors to Melbourne that might present valuable information for destination practitioners and marketers, as successful matching of push and pull factors is a prerequisite for effective and successful actions on attraction and retention of visitors. Identified similarities and differences between Chinese and non-Chinese samples in terms of their demographic profiles, trip characteristics, motivations for travelling, preferences of destination attributes, information source usage, trip expectations, constraints for travelling, and their evaluation of destination choice criteria provided useful information for developing specifically customised tourist products and services, as well as promotion programs, that are tailored to each market. Moreover, from theoretical perspective, the present study adds new depth to understanding the nature of motivational factors, affecting the travel decision-making process, and causal relationships among them. Thus, the study contributes to advancing both tourist behaviour research as well as tourism decision-making literature. In addition, this research identifies and addresses the gap in empirical research investigating tourists' behaviour patterns across economically and culturally different countries. As comparative motivational research of tourists from China and non-Chinese countries travelling to Australia had yet to be undertaken, this study might be considered important because it provides valuable information for targeting the main source countries for Australia. Such research may be especially valuable in post-COVID times when international borders open up and carefully planned marketing will be needed.; Doctor of Philosophy
- Publisher
- Federation University Australia
- Rights
- All metadata describing materials held in, or linked to, the repository is freely available under a CC0 licence
- Rights
- Copyright Daria Soldatenko
- Rights
- Open Access
- Subject
- Comparative analysis; Chinese and non-Chinese tourists visiting Melbourne
- Full Text
- Thesis Supervisor
- Zentveld, Elisa
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