Chinese tourists visiting volatile destinations: Integrating cultural values into motivation-based segmentation
Journal of China Tourism Research
Taylor and Francis
School of Business and Law
This study applied an improved segmentation approach by integrating Chinese cultural values into a motivation-based method to segment Chinese tourists visiting Israel as a highly volatile destination. Four market segments—mass tourists, adventure-driven mass tourists, enthusiastic tourists, and sightseeing and horizon-enhancing tourists—were distinguished by demographic characteristics. The results show that the three Chinese cultural value dimensions—traditional personal values, life enrichment and quality, and modern personal values—provide insights to better understand these market segments. Mass tourists and adventure-driven mass tourists each had relatively high traditional personal values and life enrichment and quality values but a moderate level of modern personal values. Enthusiastic tourists ranked high on all three value dimensions, whereas sightseeing and horizon-enhancing tourists ranked traditional personal values and life enrichment and quality much higher than modern personal values. This study advances an understanding of Chinese tourists as an emerging market in highly volatile destinations. Industry implications are also discussed.