Cultural and attitudinal influences on destination choice
Einflüsse von Kultur und Einstellung auf die Wahl des Urlaubsziels
Jiong Yan
Doctoral thesis
Date of Examination:
2008-01-21
Date of issue:
2008-05-27
Advisor:
Marggraf, Rainer Prof. Dr.
Referee:
Spiller, Achim Prof. Dr.
Persistent Address: http://hdl.handle.net/11858/00-1735-0000-000D-F169-A
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Dissertation
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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
