Travel Motivations Of Chinese Tourists To The City Of Vienna

Understanding tourist's motivation is a crucial factor in the development and promotion of tourism destinations.This study contributes to this field by researching the tourism motivations of the Chinese tourist regarding the city of Vienna,Austria through the application of the theory of push and pull motivation.Although Vienna is widely known and well regarded by the Chinese public,tourism data indicates not many Chinese tourists travel specifically to the city,and as such,there is great potential for better marketing and official products explicitly tailored to the wants and needs of Chinese tourists.Thus,the primary focus of this research is to identify the underlying push and pull factors as well as travel preferences of potential tourists.To address these questions,quantitative data was obtained through an online questionnaire and analyzed through means such as frequency analysis,descriptive analysis,factor analysis,correlation analysis,and one-way ANOVA.Analysis yielded satisfying results,indicating ongoing changes to the average Chinese outbound tourists' wants and needs,as well as shedding light into what changes should be made to turn Vienna into a prime tourism destination for Chinese tourists,which in turn will lead to a better understanding of one of today's fastest growing markets,the Chinese outbound tourism market.