Factors influencing Chinese students' behavior in promoting Australia as a destination for Chinese outbound travel

Chen, Ning (Chris) and Dwyer, Larry and Firth, Tracey (2015) Factors influencing Chinese students' behavior in promoting Australia as a destination for Chinese outbound travel. Journal of Travel and Tourism Marketing, 32 (4). pp. 366-381. ISSN 1054-8408

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Factors influencing Chinese students' behavior in promoting Australia as a destination for Chinese outbound travel

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Abstract

The importance of Chinese students in Australia has been largely neglected in the tourism development and place branding of Australia. This study explores the factors that influence Chinese students’ word-of-mouth behaviors, as well as other behaviors influencing Australia as a tourism destination. Following a literature review, a taxonomy of word-of-mouth behaviours is proposed in terms of the way information is communicated. “Place attachment to Australia”, “place attachment to China”, and “place satisfaction in Australia”, are proposed as the key factors that influence such behaviors. Using structural equation modelling, the authors find that “place attachment to Australia” and “satisfaction” with Australia are positively related to different behavior outcomes including Chinese students’ word-of-mouth, intentions to recommend Australia as a tourism destination, and willingness to help Chinese tourists to create satisfying experiences in Australia. Based on these findings, the theoretical and practical implications are discussed.

Keywords:Chinese outbound travel, Place attachment, Destination branding, word-of-mouth, Australia, International students, bmjgoldcheck, NotOAChecked
Subjects:N Business and Administrative studies > N840 International Tourism
N Business and Administrative studies > N800 Tourism, Transport and Travel
Divisions:Lincoln International Business School
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ID Code:17675
Deposited On:17 Jun 2015 14:31

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