Cultural and attitudinal influences on destination choice

Einflüsse von Kultur und Einstellung auf die Wahl des Urlaubsziels

by Jiong Yan
Doctoral thesis
Date of Examination:2008-01-21
Date of issue:2008-05-27
Advisor:Prof. Dr. Rainer Marggraf
Referee:Prof. Dr. Achim Spiller
Persistent Address: http://dx.doi.org/10.53846/goediss-3471

 

 

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Abstract

English

This study contributes to the knowledge base for a more sustainable development of Chinese domestic tourism from a demand side perspective. Economic valuation is based on choice experiment (CE) data from a survey of Chinese middle class tourists who were inquired with respect to their preferences for nature-based destinations in southwestern China, which is a focus area of Chinese domestic tourism development, contains a global biodiversity hotspot and a rich cultural heritage. The econometric preferences analysis of destination attributes is complemented by an investigation of the influences that standard socio-demographic, attitudinal and cultural background variables exert on preferences. A qualitative interviews (n=22), a precursor study (n=213; split-sampled with either attitude or image of nature items) and a main study (n=616) were organized in mainland China in 2005 and 2006 in Beijing and Chengdu. The results from studies indicate that Chinese middle class respondents generally prefer destinations with improved levels of convenience, more cultural attractions and more natural attractions, but less tarnished nature experience, sustainable tourism services, and costs. The positive attitudes toward sustainable tourism services, in line with the harmonious human-nature relation images of nature dimensions, generate positive influences only regarding trip convenience. In contrast, the sceptical attitude dimension demonstrates strong influences on several destination attributes, including a negative influence resulting in decreased marginal willingness-to-pay for cultural attractions and natural attractions. The human domination dimensions especially reflect in much lower preferences for an untarnished nature experience as compared to experiencing more human modified destinations.
Keywords: destination choice; preference; images of nature; attitude toward sustainable tourism; southwestern China

Other Languages

Diese Studie trägt zu Erkenntnissen für eine nachhaltigere Entwicklung des inländischen chinesischen Tourismus aus Konsumenten-Sicht bei. Die ökonomische Bewertung basiert auf einem Choice Experiment (CE), das mit chinesischen Touristen (Angehörige der
Schlagwörter: Wahl des Urlaubssziels; Präferenzen; Naturbilder; Einstellung zu nachhaltigem Tourismus; Südwest-China
 
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