Destination image building: The influence on preference and loyalty of Chinese tourists to Australia
Lambert Academic Publishing
Business and Law
Marketing, Tourism and Leisure
This book is composed of eight chapters. Chapter 1 is an introductory chapter to the research, providing background information to the whole study and introducing the study objectives. Chapter 2 provides a comprehensive review of past literatures on the relevant field of research. Chapter 3 presents the proposed research model and the research hypotheses of this book. Chapter 4 details the research methodology guiding the entire research procedure. It includes research framework, sampling technique, survey instrument, and data analysis methods. Chapter 5 gives a detailed account of the instrument development procedures based on qualitative and quantitative method. Chapter 6 presents the major findings of the questionnaire survey with the results of the data analysis while chapter 7 provides further discussions on the research findings and also evaluates their implications. Chapter 8 concludes the whole research project and gives recommendations for future research.