Tour group and independent travel: an analysis of Asian Chinese visitors to New Zealand

Abstract

This thesis examines the differences and similarities between Asian Chinese tour group and independent visitors from both the visitors' and suppliers' perspectives. Issues were focused on the three market research themes of motivation, destination image, and visitor satisfaction. The interrelationships between these themes have also been investigated. The purpose of this research is to achieve better marketing and management in order to enhance visitor experience. In order to apply a comprehensive analysis and facilitate the identification of all the issues involved, suppliers have been segmented into four sectors of accommodation, activities/attractions, transportation, and travel agent/inbound tour operators. This research involved both visitors' and suppliers' surveys. Analysis of the visitors focused on comparisons of visitor profile, trip characteristics, and issues within the three market research themes. The analytical framework adopted throughout the visitor survey was to compare the two travel styles. The suppliers' perception of the Asian Chinese market and the two travel styles was then explored. This analysis included the importance of the market, how visitors are currently being catered for, issues of product/service quality and satisfaction, and suppliers' perceptions of the future. General comparisons have also been made between visitors' and suppliers' perspectives. Asian Chinese visitors' travel style decisions are mainly influenced by attributes of the trip and economic factors; cultural influences are also important in some areas. For the majority of visitors, the decision on selecting a particular type of travel style can be quite flexible but tour group visitors were found to be more determined about how they travel whereas independent visitors were not very persistent to travel in a certain way and such decisions can be quite easily adjusted to accommodate other factors. Both types of visitors' perception of this country and their level of satisfaction with the visit are favourable and better than what suppliers think. The majority of suppliers do not differentiate between Asian Chinese tour group and independent visitors due to their relative insignificance to the businesses. The volume of visitors appeared to be the main advantage of catering for the Asian Chinese market, especially tour group visitors. Some of the disadvantages include competitive pricing and visitors' language capability. Overall, segmenting the Asian Chinese market into the two travel styles is not of immediate concern but certainly needs attention in the near future.