Segmenting Chinese Backpackers by Travel Motivations

School of Management, University of South Australia, Adelaide, South Australia, AustraliaABSTRACTThis study examined travel motivations of Chinese backpackers and classified Chinese backpackers according to their travel motivations andrelated demographics. The study identified four motivation factors driving Chinese backpacker travels: social interaction, self-actualization,destination experience and escape and relaxation. K-means cluster analysis further identified three distinct Chinese backpacker segments withdifferenttravelmotivations:self-actualizers,destinationexperiencers andsocialseekers.ExplanationsanddiscussionswithinthebackgroundofChina’s ongoing tremendous social and economic transformation are also provided. Copyright © 2013 John Wiley & Sons, Ltd.

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