The motivating factors of domestic urban tourists in Shanghai

Pao Yue-kong Library Electronic Theses Database

The motivating factors of domestic urban tourists in Shanghai

 

Author: Mao, Yue Iris
Title: The motivating factors of domestic urban tourists in Shanghai
Degree: M.Sc.
Year: 2002
Subject: Tourism -- Research -- China -- Shanghai
Tourists -- China -- Shanghai
Hong Kong Polytechnic University -- Dissertations
Department: Multi-disciplinary Studies
School of Hotel and Tourism Management
Pages: ix, 120 leaves : ill. ; 30 cm
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b1643113
URI: http://theses.lib.polyu.edu.hk/handle/200/612
Abstract: The purpose of this study is to explore the motivating factors of domestic tourists in Shanghai. 25 push factors and 25 pull factors of domestic urban tourists are obtained through in-depth interview. A social survey is conducted to collect primary data. After data analysis, the original factors are reduced into 5 groupings of push factors and 6 groupings of pull factors. The finding suggests tat domestic tourists regard it prestige-worthy traveling to Shanghai. The service attitude and quality, hi-tech image and urban amenity are the most important factors attracting them to Shanghai. Furthermore, the results of analysis of variance (ANOVA) find that travel motivations are different across their social demographic factors such as gender, age, marital status, education level and travel frequency. The finding has important market implication for the destination and travel agencies to segment the domestic tourism market according to their desired needs. Finally, the results of multiple regression analysis distinguishes some motivation factors to be significant in affecting tourists' satisfaction, their intention to re-visit Shanghai and likelihood to recommend Shanghai to others. It is found that pull factors were more concerned by the domestic tourists in their future travel decision. It implies that efforts can be made by the destination to attracting repeated travelers to Shanghai.

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