Abstract
ABSTRACT It is essential for U.S. travel industry leaders to learn more about the characteristics and needs of the Mainland Chinese visitor as these travelers have high expectations for the quality of the tourist product and services. This empirical study profiles 351 Mainland Chinese tourists traveling to the United States uncovering their travel habits, preferences, satisfaction levels, motivations, and what will retain the traveler for future visits, as well as identifying why the traveler would not return to the destination. Results suggest that industry leaders focus on ways to reduce or eliminate travel barriers as many new competitive travel opportunities become available to the Mainland Chinese traveler. Marketing implications are detailed and analyzed.
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