Travel behaviour of Chinese tourists living in the city of Beijing, China

Abstract

The Chinese outbound tourism market has experienced rapid growth over the past few years. This noticeable development provides the background and rationale for the study that identifies the travel behaviour of Chinese tourists, and the expectation and perception regarding South Africa. Based on the findings, some recommendations for marketing strategies and implementation are given, in addition to suggestions for future research directions in this field. The theoretical discussion focuses on concepts of travel behaviour. Travel behaviour, including travel motivation, decision-making process, and destination choice are then presented in more detail. The development of the Chinese economy and Chinese outbound tourism are also presented and discussed. The empirical research focuses on the travel behaviour of Chinese outbound tourists. The goal here is to determine and analyse the travel behaviour of tourists, outbound from Beijing, and their views on South Africa as a tourism destination. To accomplish this, the empirical research is designed from the quantitative perspective, and the data was collected by fieldworkers at the Beijing International Airport, using intercept surveys. This helps the researcher to understand the needs, motivation, and behaviour of the Chinese outbound tourists and assists the researcher in analysing the marketing strategy of South Africa as a tourist destination.