Analysis of Chinese Travellers' Attitudes Toward Holidaying in New Zealand: The Impact of Socio-Demographic Variables

ABSTRACT The aim of this study is to explore the attitude of the Mainland Chinese holidaymakers, their interest in the tourism and hospitality features of New Zealand, and the impact of socio-demographic variables on their travel motivation. The findings should assist the marketing strategies to promote tourism and hospitality product of New Zealand to the Mainland China. A survey questionnaire using Leisure Motivation Scale was designed originally in English, and then it was translated into Chinese Language (Mandarin) before being administered. The study was undertaken in Beijing, Shanghai and Guangzhou–the top three Mainland Chinese cities with highest trend to travel abroad. The analysis involved descriptive statistics; independent sample t-test and ANOVA. The influence of five different demographic variables such as gender, educational level, income level, marital status and age are considered. Overall the study shows the significant features of the attitude of Chinese travellers and how demographic variables influence their attitude. The study explores sparsely researched specificities of influence of socio-demographic variables of Chinese holidaymakers in relation to tourism activities and features of New Zealand.