Abstract
An analysis and segmentation of the UK tourism market for China is performed, based on the evaluation of holiday activities by visitors. Using the results of questionnaire data, a uni-factor analysis tests the hypothesis that visitors have similar holiday activity expectations. The single dominant factor identified partially confirms the hypothesis. A subsequent factor analysis identifies seven more, each associated with a package of activities. Cluster and stepwise regression analyses link the factors to the socioeconomic, demographic, and travel characteristics of the respondents, and a useful market segmentation is achieved. The implications of the findings for marketing China's international tourism are discussed.
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