Naslov
Adapting destination marketing activities to changing Chinese travel trends

Autori
Bašan, Lorena ; Donadić, Bartol ; Butković, Ivan

Vrsta, podvrsta i kategorija rada
Poglavlja u knjigama, znanstveni

Knjiga
Results and challenges: Changing travel trends in China - CEEC perspective

Urednik/ci
Levente Horvath

Izdavač
Eurasia Center & John von Neumann University

Grad
Budimpešta

Godina
2022

Raspon stranica
12-34

ISBN
978-615-6435-17-0

Ključne riječi
theory of planned behavior (TPB), behavioral intention for a safe destination, social media use, behavioral intention in destination choice, Chinese tourists, Croatia

Sažetak
Based on the Theory of Planned Behavior (TPB), a survey was conducted in the given pandemic situation to determine the post-pandemic travel intentions of Chinese tourists in terms of safer destinations and critical destination characteristics that need to be improved and modified in Croatia, according to the preferences of Chinese tourists. This paper also aims to identify the relationship between Chinese tourists’ behavioral intention for safer destinations, and the information sources used by Chinese tourists to decide on a destination. The research findings support the priority abs in the context of Chinese tourists’ destination choices, the influences of TPB components on Chinese tourists’ behavioral intentions for safer destinations, and their relationship with information sources. This research study could help Croatian destination managers align destination marketing activities with Chinese tourists’ preferences, as well as their changing behaviors and demands under post-pandemic conditions. Taking into account these research results, DMOs will develop more appropriate marketing strategies for the Chinese tourism market, enabling the successful positioning of Croatia in the Chinese tourism market, and the generation of additional demand from the Chinese market in the pre-and post-seasons.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

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