Article on Chinese Outbound Tourists

Article on Chinese Outbound Tourists - Journal of Travel...

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View Full Document Right Arrow Icon Journal of Travel Research The online version of this article can be found at: DOI: 10.1177/0047287505278979 2005 44: 212 Journal of Travel Research Samuel Seongseop Kim, Yingzhi Guo and Jerome Agrusa Tourists Preference and Positioning Analyses of Overseas Destinations by Mainland Chinese Outbound Pleasure Published by: On behalf of: Travel and Tourism Research Association can be found at: Journal of Travel Research Additional services and information for Email Alerts: Subscriptions: Reprints: Permissions: Citations: at UNIV CALIFORNIA BERKELEY LIB on March 27, 2011 Downloaded from
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10.1177/0047287505278979 NOVEMBER 2005 JOURNAL OF TRAVEL RESEARCH Preference and Positioning Analyses of Overseas Destinations by Mainland Chinese Outbound Pleasure Tourists S AMUEL S EONGSEOP K IM , Y INGZHI G UO , AND J EROME A GRUSA The objective of this study is to explore the competitive- ness of overseas destination countries where potential Main- land Chinese outbound tourists consider making an overseas travel and the positioning of these destination countries. Ac- cording to the analysis of importance of a destination’s at- tributes, Mainland Chinese respondents considered “safety” and “beautiful scenery” to be the most important attributes. On the basis of KYST (Kruskal, Young, Shepard, and Torgerson) analysis, Mainland Chinese respondents per- ceived that the country pairs of Singapore and Thailand, Ja- pan and South Korea, and Egypt and Germany showed a similar image. Results of the alternating least-square scaling (ALSCAL) analysis provided information on the relationship of competing countries to destination attributes. The results demonstrate competitiveness of destination countries and suggest strategies for destination markets to attract more Mainland Chinese tourists. Keywords: positioning; China; destination; preference With a population of more than 1.3 billion, along with the steady opening and reformation since 1978, the economy of Mainland China (officially, People’s Republic of China) has developed rapidly. The outbound tourism demand of Main- land Chinese households has been increasing because of an increase in their disposable income. China has the potential to put forth greater influence on the marketing and develop- ment of tourism destinations worldwide during the next decade than perhaps any other country on the planet. As Table 1 indicates, the strength of the Mainland Chinese out- bound tourism market has been increasing tremendously. The number of Mainland Chinese outbound tourists was 3.74 million travelers in 1993, increasing to more than 10 million Mainland Chinese outbound travelers by 2000 (China National Tourism Administration 2003). The number of Mainland Chinese tourists totaled 16.6 million outbound tourists in 2002 (China National Tourism Administration 2003). The average rate of annual growth reached 20% from
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