Destination image building: The influence on preference and loyalty of Chinese tourists to Australia
Lambert Academic Publishing
Faculty of Business and Law
School of 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.