Predicting Intended and Actual Travel Behaviors: An Examination of Chinese Outbound Tourists to Australia

Abstract

ABSTRACT This exploratory study examines the predictive power of psychographic and demographic variables on intended and actual travel behaviors. A pre-tour and after-tour survey on the intended and actual travel behaviors of 397 Chinese 1 1. For the specific purposes of this research, “China” refers to Mainland China, excluding Hong Kong, Macau, and Taiwan due to their historical background. Hence, Chinese tourists refer to tourists from Mainland China. outbound tourists to Australia was conducted. Four of the five intended travel behaviors (Sightseeing, Culture and Heritage Activity, Shopping and Dining, and Entertainment) and three of the five actual travel behaviors (Sightseeing, Culture and Heritage Activity, and Entertainment) proved to be statistically significant with a combination of psychographic and demographic contributors. The results of this study are discussed and the market implications indicated.