TY - JOUR
T1 - Factors Influencing Chinese Students’ Behavior in Promoting Australia as a Destination for Chinese Outbound Travel
AU - CHEN, NING
AU - Dwyer, Larry
AU - FIRTH, TRACEY
PY - 2015
Y1 - 2015
N2 - ABSTRACT: The importance of Chinese students in Australia has been largely neglected in the tourism development and place branding of Australia. This study explores the factors that influence Chinese students’ word-of-mouth behaviors, as well as other behaviors influencing Australia as a tourism destination. Following a literature review, a taxonomy of word-of-mouth behaviours is proposed in terms of the way information is communicated. “Place attachment to Australia”, “place attachment to China”, and “place satisfaction in Australia”, are proposed as the key factors that influence such behaviors. Using structural equation modelling, the authors find that “place attachment to Australia” and “satisfaction” with Australia are positively related to different behavior outcomes including Chinese students’ word-of-mouth, intentions to recommend Australia as a tourism destination, and willingness to help Chinese tourists to create satisfying experiences in Australia. Based on these findings, the theoretical and practical implications are discussed.
AB - ABSTRACT: The importance of Chinese students in Australia has been largely neglected in the tourism development and place branding of Australia. This study explores the factors that influence Chinese students’ word-of-mouth behaviors, as well as other behaviors influencing Australia as a tourism destination. Following a literature review, a taxonomy of word-of-mouth behaviours is proposed in terms of the way information is communicated. “Place attachment to Australia”, “place attachment to China”, and “place satisfaction in Australia”, are proposed as the key factors that influence such behaviors. Using structural equation modelling, the authors find that “place attachment to Australia” and “satisfaction” with Australia are positively related to different behavior outcomes including Chinese students’ word-of-mouth, intentions to recommend Australia as a tourism destination, and willingness to help Chinese tourists to create satisfying experiences in Australia. Based on these findings, the theoretical and practical implications are discussed.
KW - Australia
KW - Chinese outbound travel
KW - destination branding
KW - international students
KW - place attachment
KW - word-of-mouth
UR - http://www.scopus.com/inward/record.url?scp=84929921064&partnerID=8YFLogxK
UR - http://www.mendeley.com/research/factors-influencing-chinese-students-behavior-promoting-australia-destination-chinese-outbound-trave
U2 - 10.1080/10548408.2014.897299
DO - 10.1080/10548408.2014.897299
M3 - Article
SN - 1054-8408
VL - 32
SP - 366
EP - 381
JO - Journal of Travel and Tourism Marketing
JF - Journal of Travel and Tourism Marketing
IS - 4
ER -