Building Familiarity With a New Market: Motivations for Chinese Recreational Vehicle Tourists in Australia

Abstract

Globally, there is a mounting awareness that the outbound Chinese market is large and growing rapidly. Destination managers, who seek to promote sustainable tourist behaviour and community well-being need to be aware of the motives and needs of this key tourism group. Insightful, research–derived information on the views of the market can be a key to superior management. The case study highlighted an individual blog as well as blog postings of an influential set of Chinese tourists who share on-line their recreational vehicle (RV) travelling experiences in Australia.

This case was prepared for inclusion in Sage Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

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