Pre- and Post-Visit Perceptions of Youth Tourists to China

Abstract

China has become a major tourist destination for Singaporeans in recent years. However, there are no studies that look particularly at Singaporean youths’ perceptions of China as a tourist destination. The purpose of this study is to investigate pre- and post-visit perceptions of China by Singaporean Generation Y tourists. Six factors affecting the destination image of China were identified and analyzed. Data were collected using survey questionnaires to examine the relationship between the identified factors and destination perceptions. The study found that Singapore youth tourists’ perceptions of China, as explained by price, infrastructure, safety, attractions, and social interactions, improved significantly after visitation. Results of the study can inform the Chinese tourism authorities on how to position the country to meet the consumer demand of the youth travel market.