Transport choice behaviour of Chinese and Australian tourists in Scotland

Abstract

This study aimed to investigate and analyse the internal pre-purchase transport choice behaviour of Chinese and Australian tourists in Scotland. A literature review was carried out to explore the pre-purchase internal transport choice behaviour of tourists. A questionnaire was designed based on the findings of the literature review. A convenience sampling plan was developed to achieve a valid and statistically significant sample size for the two selected markets: Chinese and Australian tourists. Surveys were distributed directly within the Highlands and indirectly through tour operators. A number of significant differences in pre-purchase transport choice behaviour were found between independent and tour travellers and between Chinese and Australian tourists. A number of other variables including English language capabilities, country of residence, education levels and previous travel experience were also found to have significant influences on the process. A number of recommendations relating to market analysis and research, promotion and product development were made to Scottish tourism transport providers based on the findings.