Motivation of visiting Qingdao among mainland China domestic travelers

Pao Yue-kong Library Electronic Theses Database

Motivation of visiting Qingdao among mainland China domestic travelers


Author: Xue, Hui Catherine
Title: Motivation of visiting Qingdao among mainland China domestic travelers
Degree: M.Sc.
Year: 2006
Subject: Hong Kong Polytechnic University -- Dissertations.
Travelers -- China.
Tourism -- China -- Qingdao.
Department: School of Hotel and Tourism Management
Pages: vii, 82 leaves ; 30 cm.
Language: English
InnoPac Record:
Abstract: With the good economic and social development in Mainland China, tourism industry has become more and more important for many cities to raise economic income, fame and image. Domestic tourism is highly important for many destinations in Mainland China. Coastal city is the popular destination type and tourism in coastal cities contributes significantly to China's tourism industry. Motivation reflects the demand of tourists and explains their travel behaviors. Motivation study can provide a lot of useful information on the construction of marketing strategies and promotion of the tourism destination. This study took Qingdao, an excellent and important coastal tourism city in China, as an example to study the motivation of domestic tourists based on Push and Pull Theory. Data were collected from 376 visitors in Qingdao through questionnaire surveys. By factor analysis, 4 push factors, which labeled 'Prestige', 'Knowledge seeking', 'Novelty' and 'Relaxation', and 4 pull factors, 'Ease of travel & culture and history', 'Image', 'Sea' and 'Specialty', were selected from the pool of motivational factors. Significant relationships between motivational factors and several demographic factors were found. Also, significant differences were found within groups with different satisfaction level and groups with different future travel intention and recommendation tendency. Suggestions were given on how to develop tourism industry in Qingdao, and how to attract people with different demographic characteristics. It is hoped that the information in this study will be useful not only for the tourism development in Qingdao but also for other coastal cities in Mainland China.

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