Changing market-underlying factors affecting Chinese tourists’ preference to Australia
Faculty of Business and Law
School of Marketing, Tourism and Leisure
Mainland China will become Australia’s second largest inbound market and bring in 1.02 million tourists to Australia by 2016 (Tourism Forecasting Committee, 2007). There is an urgent need for tourism industry in Australia to understand this market and address the market needs. This study examined the hypothesized influences of travel motivation (TM), destination image (DI) and travel inhibitor (TI) of mainland Chinese tourists on their destination preference (DP). The attributes for measuring TM, DI, TI and DP are identified through literature reviews and focus groups. Exploratory factor analysis and confirmatory factor analysis on separate sample were used to explore and validate the latent structure of TM, DI, TI and DP. Structural equation modeling was used to test the relationship between the latent variables.