Nuevo artículo sobre el turismo chino en España y la segmentación del consumidor
Los investigadores Aureli Lojo (TUDISTAR) y Mimi Li (HKPU) han publicado un nuevo artículo titulado “Segmentation by Experiential Familiarity and Travel Mode of the Chinese Outbound Market to Spain” en la revista Journal of China Tourism Research.
Los autores analizan el perfil del turista y caracterizan a los diferentes segmentos de turistas chinos que visitan España en base a las motivaciones, satisfacción y lealtad con el destino. El resumen es:
Chinese travel markets are maturing with new travel trends arising as tourists become more experienced. This paper analyzes the possibilities of segmenting Chinese tourists’ motivations and satisfaction in Western destinations by experiential familiarity and travel mode, namely Free Independent Travel and Group-tour Travel. Based on these variables, this study builds on a survey questionnaire of Mainland Chinese travelers to Spain. A quantitative analysis of motivations and satisfaction is performed. Comparison of means, one-way MANOVA and Principal Component Analysis are the main analytical techniques used to understand the a priori selected segments of tourists. The main results show significant differences among consumers: independent travelers are less satisfied with the Chinese language services, whereas group-tour travelers are, overall, less satisfied with the trip and the destination. The results also show that repeat visitors are motivated by different aspects of the destination, such as Spanish natural resources and beaches, which are less important for first-time visitors. Among the studied segments of consumers, the differences in motivation, satisfaction and sociodemographic profiles are discussed along with the practical implications of the research.
Lojo, A., & Li, M. (2018). Segmentation by experiential familiarity and travel mode of the Chinese outbound market to Spain. Journal of China Tourism Research, 14(1), 100–121. https://doi.org/10.1080/19388160.2018.1442278