Exploring the travel patterns, preferences and recommendations of Chinese university students living in Australia

Abstract

China is an important and growing market for the Australian tourism industry, yet our understanding of what Chinese independent tourists seek in the way of experiences is limited. Studies in Europe, USA and Australia show that Chinese international students tend to travel extensively while studying overseas, and consequently are able to provide insights into the needs, preferences and perceptions of the emerging Chinese independent market. Using Chinese tertiary students studying in Australia as participants, this research explores their preferences for, and perceptions of, Australian tourism products. Responses from surveys and follow-up focus group interviews reveal that iconic attractions, nature-based activities and photography are particularly attractive to this market. The Internet and word-of-mouth advertising are important sources of information; while costs, distances and lack of time are barriers to travel. Personal safety is also a key concern in natural environments. Students' travel plans for visiting friends and family and their suggestions for tailoring tourism products to meet the needs of independent Chinese visitors are also discussed.