An analysis of the travel motivation of tourists from the People’s Republic of China

Since the Chinese economic reforms, the government’s policy towards travelling and tourism activity has changed. The population of the People’s Republic of China gained significant rights and possibilities to travel in their own country and conquer the international tourism market by package tours. However, the literature so far neglected the motivation of Chinese travellers in choosing their holiday destination. We compiled a new database of the preferences of Chinese tourists in domestic tourism and foreign tourists in China. The identification of the specific preferences of Chinese travellers helps to assess in how far tourists’ preferences for attractions and regions are similar. Another aspect of investigation is about the impact of tourism promotion in China on destination choice. The results of an analysis of Chinese marketing strategies are translated into recommendations for foreign travel promotion that targets at Chinese tourists.