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The influence of service performance and destination resources on consumer behaviour: a case study of mainland Chinese tourists to Kinmen
Author(s) -
Chen Chien Min,
Chen Sheu Hua,
Lee Hong Tau
Publication year - 2008
Publication title -
international journal of tourism research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.155
H-Index - 58
eISSN - 1522-1970
pISSN - 1099-2340
DOI - 10.1002/jtr.687
Subject(s) - marketing , tourism , business , mainland china , mainland , advertising , service (business) , visitor pattern , promotion (chess) , order (exchange) , market segmentation , destinations , consumer behaviour , china , geography , political science , computer science , archaeology , finance , politics , law , programming language
This paper draws upon the responses of 603 mainland Chinese tourists in Kinmen and attempts to understand their consumer behavior on the aspects of intentions, preferences, decision‐making process, satisfaction, and willingness to revisit. Variables such as service performance and destination resources that affect visitor's satisfaction are also tested. The findings reflect a ‘myth of mysteriousness’ of mainland Chinese visitors to the destination and suggest that it is essential for the market segmentation to participate in the tourism planning of Kinmen to develop an integrated policy for promotion and marketing, in order to enhance consumers' interest. In addition, this research has implications for tourism planning in Kinmen and provides references for other destinations striving for tourists from mainland China. Copyright © 2008 John Wiley & Sons, Ltd.