Chinese Perceptions of Seven Long-Haul Holiday Destinations: Focusing on Activities, Knowledge, and Interest

Abstract

This study analyzes Chinese views of seven selected long-haul holiday destinations using secondary data from the 2008 China survey of the Global Tourism Watch market research program commissioned by the Canadian Tourism Commission. Results indicate that Mainland Chinese travelers considered “culture” and “nature”the most important activity/experience factors when considering taking a long-haul holiday trip. Further, findings indicate that there are significant differences in Mainland Chinese travelers' perceptions toward the long-haul holiday destinations regarding the best travel activities/experiences, knowledge about holiday opportunities, and interest in visiting each of the destinations in the next two years. This study demonstrates the competitiveness of the seven destinations and suggests destination or product differentiation strategies to increase consumer awareness and attract more Mainland Chinese travelers.