A Comparative Study On The Tourism Consumption Between The Chinese And The Australians

The fact that international tourism has experienced substantial growth under the circumstance of globalization called out the present research.The diversity of tourism consumption styles as well as the value differences between two countries:China and Australia is explored in this study,with the purpose to investigate the correlation between the cultural value and tourism consumption preference.The methodology of this study is questionnaire survey that contains randomly selected residents of the two countries:102 from China and 85 from Australia.Cultural values are measured via Schwartz's Values Survey(SVS)and consumption styles on tourism are measured by adopting Sproles and Kendall's Consumer Style Inventory(CSI).The subjects are measured through independent sample T-test and statistically significant differences are found in six out of eight styles:quality consciousness,brand-consciousness, novelty consciousness,confused by over-choice,impulsive buying,and brand-loyal consumer style,with exceptions in price-consciousness and recreation consciousness. The two national samples also have significantly distinct value types which direct them to opposite cultural dimensions.Those consumption styles are analyzed in relation to a range of value dimensions and come to the conclusion that inherited cultural value serves as a remarkable factor influences the tourists' decision-making styles on their consumption activities.Moreover,the findings,to great extent,testify the reasonability of the extension of Schwartz's value typology into tourism context. Thus it can be used to cluster the consumers into actionable target markets or segments with considering other economic covariates.Such knowledge can facilitate the.plan-out of marketing strategies for cross-cultural tourism marketing and shed some light on the Chinese international tourism industry.