Chinese tourists' intentions to visit South Africa: an extended model of the theory of planned behaviour
- Authors: Han, Xiliang
- Date: 2014
- Subjects: Market segmentation , Tourists -- Attitudes , Sustainable tourism -- South Africa
- Language: English
- Type: Thesis , Doctoral , DPhil
- Identifier: vital:9325 , http://hdl.handle.net/10948/d1020945
- Description: The South African National Department of Tourism has recently initiated the National Tourism Sector Strategy aimed at developing a sustainable tourism economy, and making the country a Top 20 global tourism destination by 2020.China is one of South Africa’s major non-African sources of tourist arrivals. To ensure a growing share of this booming market, South African tourism scholars and practitioners have to pay close attention to the behaviour of Chinese outbound tourists, particularly their destination choice behaviour. The Theory of Planned Behaviour (TPB)– an extension of the Theory of Reasoned Action (TRA)– can serve as a basis for researching destination choice. According to the TPB literature, intention is the most immediate and important determinant of behaviour. Three direct predictors of intention, namely, attitude, subjective norms, and perceived control, are functions of latent behavioural, normative, and control beliefs, respectively. The TPB is parsimonious but open to the inclusion of additional predictors if there is evidence that these predictors may explain a significant proportion of the variance in intention and behaviour after the basic predictors (attitude, subjective norms, and perceived control) have been accounted for. The current research successfully extended the TPB model for predicting potential Chinese tourists’ intentions to visit South Africa by adding two additional variables: travel motivation and travel constraints. The push-pull motivation framework discussed in the study postulates that people travel because they are pushed by internal forces (inner needs) and pulled by external forces (destination attributes). Typical barriers to travel include intrapersonal, interpersonal, and structural constraints. The new model makes an important contribution to the literature on destination choice, and provides South Africa’s destination marketers with suggestions for attracting and serving Chinese tourists. In addition, the research shows that both travel motivation and travel constraints can be used as bases for segmenting the outbound Chinese tourist market interested in visiting South Africa. A survey approach and a structured questionnaire distributed electronically to the online panel members of a Chinese market research company were instrumental in collecting the empirical data for the study. The questionnaire was originally written in English and translated into Chinese (Mandarin) via a blind translation-back-translation method. Attitude, subjective norms, perceived control, and visit intention were all operationalised as unidimensional and used scales adapted from previous studies. New scales were developed for travel motivation and travel constraints– both operationalised as multidimensional. Quota sampling, used to identify respondents aged 18 or older and living in Beijing, Shanghai, and Guangzhou, resulted in 630 usable questionnaires obtained from 1,510 sent invitation e-mails, yielding a response rate of 41.7%. The raw data collected were prepared through the sequential steps of editing, coding, and filing, and then analysed using both descriptive and inferential statistics. Descriptive analysis suggested that broadening personal horizons, viewing the natural scenery, and seeing something different were the top motives for visiting South Africa, while language, fear of crime, and lack of travel companions were the top barriers to visiting South Africa. According to the factor analysis, travel motivation had three underlying dimensions – learning, escape, and aesthetics and appreciation, while operational, risk and fear, and social barriers were three underlying dimensions of travel constraints. Regression analysis showed that the proposed extended TPB model had higher predictive power for visit intention than both TRA and TPB models; the basic predictors – attitude, subjective norms, and perceived control – all had a significant impact on visit intention; and in terms of the additional predictors, learning, operational constraints, and social constraints had a significant impact on visit intention. The analysis of variance indicated that travel frequency and age were the most profound background factors with an influence on the extended TPB model. Finally, cluster analysis resulted in two market segments with distinct profiles, that is, High-Motivation/ Low-Constraint (HMLC) tourists and Low-Motivation/High-Constraint (LMHC) tourists. Based on the theoretical and empirical findings of the current research, it is recommended that destination marketers in South Africa: advertise specific benefits of touring South Africa, namely, increasing knowledge, relieving stress, and enjoying high environmental quality, to advance Chinese residents’ perceptions of the country; develop tourism experiences that can be taken in a week or shorter to cater for the unique annual leave and public holiday policy in China; launch a media relations campaign in China to ensure that the facts about South Africa are communicated without distortion; collaborate with other destination stakeholders such as government and businesses, to actively attract and retain Chinese tourists for example by educating the public about Chinese culture and training employees to improve the quality of service; target the HMLC tourists via the Internet (particularly the social media) and by developing holiday packages that include activities related to cultural tourism, rest and relaxation, and nature-based tourism; and target the LMHC tourists by cooperating with local travel agencies and by developing holiday packages that highlight the diversity of tourism activities and offer value-added products/services.
- Full Text:
- Date Issued: 2014
- Authors: Han, Xiliang
- Date: 2014
- Subjects: Market segmentation , Tourists -- Attitudes , Sustainable tourism -- South Africa
- Language: English
- Type: Thesis , Doctoral , DPhil
- Identifier: vital:9325 , http://hdl.handle.net/10948/d1020945
- Description: The South African National Department of Tourism has recently initiated the National Tourism Sector Strategy aimed at developing a sustainable tourism economy, and making the country a Top 20 global tourism destination by 2020.China is one of South Africa’s major non-African sources of tourist arrivals. To ensure a growing share of this booming market, South African tourism scholars and practitioners have to pay close attention to the behaviour of Chinese outbound tourists, particularly their destination choice behaviour. The Theory of Planned Behaviour (TPB)– an extension of the Theory of Reasoned Action (TRA)– can serve as a basis for researching destination choice. According to the TPB literature, intention is the most immediate and important determinant of behaviour. Three direct predictors of intention, namely, attitude, subjective norms, and perceived control, are functions of latent behavioural, normative, and control beliefs, respectively. The TPB is parsimonious but open to the inclusion of additional predictors if there is evidence that these predictors may explain a significant proportion of the variance in intention and behaviour after the basic predictors (attitude, subjective norms, and perceived control) have been accounted for. The current research successfully extended the TPB model for predicting potential Chinese tourists’ intentions to visit South Africa by adding two additional variables: travel motivation and travel constraints. The push-pull motivation framework discussed in the study postulates that people travel because they are pushed by internal forces (inner needs) and pulled by external forces (destination attributes). Typical barriers to travel include intrapersonal, interpersonal, and structural constraints. The new model makes an important contribution to the literature on destination choice, and provides South Africa’s destination marketers with suggestions for attracting and serving Chinese tourists. In addition, the research shows that both travel motivation and travel constraints can be used as bases for segmenting the outbound Chinese tourist market interested in visiting South Africa. A survey approach and a structured questionnaire distributed electronically to the online panel members of a Chinese market research company were instrumental in collecting the empirical data for the study. The questionnaire was originally written in English and translated into Chinese (Mandarin) via a blind translation-back-translation method. Attitude, subjective norms, perceived control, and visit intention were all operationalised as unidimensional and used scales adapted from previous studies. New scales were developed for travel motivation and travel constraints– both operationalised as multidimensional. Quota sampling, used to identify respondents aged 18 or older and living in Beijing, Shanghai, and Guangzhou, resulted in 630 usable questionnaires obtained from 1,510 sent invitation e-mails, yielding a response rate of 41.7%. The raw data collected were prepared through the sequential steps of editing, coding, and filing, and then analysed using both descriptive and inferential statistics. Descriptive analysis suggested that broadening personal horizons, viewing the natural scenery, and seeing something different were the top motives for visiting South Africa, while language, fear of crime, and lack of travel companions were the top barriers to visiting South Africa. According to the factor analysis, travel motivation had three underlying dimensions – learning, escape, and aesthetics and appreciation, while operational, risk and fear, and social barriers were three underlying dimensions of travel constraints. Regression analysis showed that the proposed extended TPB model had higher predictive power for visit intention than both TRA and TPB models; the basic predictors – attitude, subjective norms, and perceived control – all had a significant impact on visit intention; and in terms of the additional predictors, learning, operational constraints, and social constraints had a significant impact on visit intention. The analysis of variance indicated that travel frequency and age were the most profound background factors with an influence on the extended TPB model. Finally, cluster analysis resulted in two market segments with distinct profiles, that is, High-Motivation/ Low-Constraint (HMLC) tourists and Low-Motivation/High-Constraint (LMHC) tourists. Based on the theoretical and empirical findings of the current research, it is recommended that destination marketers in South Africa: advertise specific benefits of touring South Africa, namely, increasing knowledge, relieving stress, and enjoying high environmental quality, to advance Chinese residents’ perceptions of the country; develop tourism experiences that can be taken in a week or shorter to cater for the unique annual leave and public holiday policy in China; launch a media relations campaign in China to ensure that the facts about South Africa are communicated without distortion; collaborate with other destination stakeholders such as government and businesses, to actively attract and retain Chinese tourists for example by educating the public about Chinese culture and training employees to improve the quality of service; target the HMLC tourists via the Internet (particularly the social media) and by developing holiday packages that include activities related to cultural tourism, rest and relaxation, and nature-based tourism; and target the LMHC tourists by cooperating with local travel agencies and by developing holiday packages that highlight the diversity of tourism activities and offer value-added products/services.
- Full Text:
- Date Issued: 2014
An examination of international trophy hunters' South African hunting experiences
- Authors: Han, Xiliang
- Date: 2010
- Subjects: Hunting trophies -- South Africa , Big game hunting -- South Africa , Big game animals -- South Africa , Safaris -- South Africa
- Language: English
- Type: Thesis , Masters , MTech
- Identifier: vital:9362 , http://hdl.handle.net/10948/1244 , Hunting trophies -- South Africa , Big game hunting -- South Africa , Big game animals -- South Africa , Safaris -- South Africa
- Description: The diversity of wildlife resources and the highly-developed trophy hunting and game ranching industry make South Africa a sought-after destination for travelling hunters. Significant economic, social and ecological benefits result from the annual visits of 16 000 hunters. These benefits, in turn, accelerate industry competition. To maintain or increase the clientele base, hunting providers should continue to manage and improve their clients’ safari experiences. This research investigated visiting hunters’ South African safari experiences by measuring their perceptions of service quality, satisfaction and behavioural intention. The results of the research could assist hunting providers in identifying areas where service expectations are not met and understanding the impact of service quality and satisfaction on clients’ loyalty. The literature study contextualised the South African trophy hunting industry within the tourism environment, the realms of wildlife tourism, and the characteristics of hunting tourism. An overview of tourism services, service quality, customer satisfaction, and behavioural intention was also provided. The resulting conceptual model hypothesised relationships among the safari experience variables (service quality, satisfaction and behavioural intention). ii The empirical data were collected by means of a mail survey, using a self-administered questionnaire distributed to 2 000 foreign hunters who had participated in a South African hunting safari at least once between 2003 and 2007. Two hundred and thirty six completed questionnaires were returned, giving a response rate of 13.2%. The majority of the hunters were male, aged between 40 and 60 years, and from the United States of America and Europe. Hunters perceived the level of service quality delivery by hunting providers to be relatively high and were generally satisfied with their South African safaris. As a result, they were willing to return for another hunting experience and were very likely to speak positively about their experiences. By performing exploratory and confirmatory factor analyses, a three-factor (augmented services, core services and supporting services) service quality construct was identified and confirmed. Multiple regression analyses found that core services was the strongest predictor of overall satisfaction; overall satisfaction was significantly related to revisit intention; and revisit intention significantly predicted word-of-mouth intention. An empirical model was accordingly constructed to replace the original conceptual model. iii It is recommended that South African hunting safari providers should: {u10007A} use the suggested measuring instrument to monitor their performance of service quality delivery on a regular basis; {u10007A} train their employees to ensure that they are knowledgeable and well prepared for field guidance and to promote ethical hunting practices; {u10007A} ensure an abundance of game and a wilderness atmosphere in the hunting area; {u10007A} conduct focus group studies to further understand the factors that shape clients’ perceptions of the safari experience; and {u10007A} invest in developing long-term relationships with existing clients.
- Full Text:
- Date Issued: 2010
- Authors: Han, Xiliang
- Date: 2010
- Subjects: Hunting trophies -- South Africa , Big game hunting -- South Africa , Big game animals -- South Africa , Safaris -- South Africa
- Language: English
- Type: Thesis , Masters , MTech
- Identifier: vital:9362 , http://hdl.handle.net/10948/1244 , Hunting trophies -- South Africa , Big game hunting -- South Africa , Big game animals -- South Africa , Safaris -- South Africa
- Description: The diversity of wildlife resources and the highly-developed trophy hunting and game ranching industry make South Africa a sought-after destination for travelling hunters. Significant economic, social and ecological benefits result from the annual visits of 16 000 hunters. These benefits, in turn, accelerate industry competition. To maintain or increase the clientele base, hunting providers should continue to manage and improve their clients’ safari experiences. This research investigated visiting hunters’ South African safari experiences by measuring their perceptions of service quality, satisfaction and behavioural intention. The results of the research could assist hunting providers in identifying areas where service expectations are not met and understanding the impact of service quality and satisfaction on clients’ loyalty. The literature study contextualised the South African trophy hunting industry within the tourism environment, the realms of wildlife tourism, and the characteristics of hunting tourism. An overview of tourism services, service quality, customer satisfaction, and behavioural intention was also provided. The resulting conceptual model hypothesised relationships among the safari experience variables (service quality, satisfaction and behavioural intention). ii The empirical data were collected by means of a mail survey, using a self-administered questionnaire distributed to 2 000 foreign hunters who had participated in a South African hunting safari at least once between 2003 and 2007. Two hundred and thirty six completed questionnaires were returned, giving a response rate of 13.2%. The majority of the hunters were male, aged between 40 and 60 years, and from the United States of America and Europe. Hunters perceived the level of service quality delivery by hunting providers to be relatively high and were generally satisfied with their South African safaris. As a result, they were willing to return for another hunting experience and were very likely to speak positively about their experiences. By performing exploratory and confirmatory factor analyses, a three-factor (augmented services, core services and supporting services) service quality construct was identified and confirmed. Multiple regression analyses found that core services was the strongest predictor of overall satisfaction; overall satisfaction was significantly related to revisit intention; and revisit intention significantly predicted word-of-mouth intention. An empirical model was accordingly constructed to replace the original conceptual model. iii It is recommended that South African hunting safari providers should: {u10007A} use the suggested measuring instrument to monitor their performance of service quality delivery on a regular basis; {u10007A} train their employees to ensure that they are knowledgeable and well prepared for field guidance and to promote ethical hunting practices; {u10007A} ensure an abundance of game and a wilderness atmosphere in the hunting area; {u10007A} conduct focus group studies to further understand the factors that shape clients’ perceptions of the safari experience; and {u10007A} invest in developing long-term relationships with existing clients.
- Full Text:
- Date Issued: 2010
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