Understanding Chinese overseas recreational vehicle tourists: a netnographic and comparative approach

Wu, Mao-Ying, and Pearce, Philip L. (2017) Understanding Chinese overseas recreational vehicle tourists: a netnographic and comparative approach. Journal Of Hospitality & Tourism Research, 41 (6). pp. 696-718.

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Abstract

A new group of participants, young, independent, technology empowered Chinese tourists, are entering the international recreational vehicle (RV) drive market. This study addressed three research questions: Who are they? Why do they travel in this style? Where do they go? Netnography was undertaken as the research approach. The findings were contextualized by comparison with existing knowledge about mature RV users (e.g., Grey Nomads, Snowbirds, and retirees). It was found that the Chinese RV tourists share some commonalities with the mature RV market. The differences, however, were also substantial. Implications for other markets and destinations in developing the international driving market are offered. Furthermore, the use of netnography to offer insights to understand new markets and/or new activities is highlighted.

Item ID: 50758
Item Type: Article (Research - C1)
ISSN: 1557-7554
Keywords: Chinese outbound tourists, recreational vehicles, Australia, netnography, comparative approach
Funders: Australia-China Council (A-CC)
Projects and Grants: A-CC Australian Studies Competitive Projects Award 2013-2014
Date Deposited: 20 Sep 2017 11:40
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1506 Tourism > 150606 Tourist Behaviour and Visitor Experience @ 100%
SEO Codes: 90 COMMERCIAL SERVICES AND TOURISM > 9003 Tourism > 900302 Socio-Cultural Issues in Tourism @ 100%
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