The Research On The Motivation And The Level Of Satisfaction Of Chinese Tourists In Russia

Russian Federation has abundant tourism resources,and the development of its tourism industry has considerable potential.At present,for numerous reasons,according to international tourism related indicators,Russia is lagging behind the countries showing high growth rates and the leaders in the industry.Currently China is one of the main sources of tourists for Russia,China's outbound tourism market plays an important role and has a great potential for the development of Russian international tourism industry.However,motivation and satisfaction of the Chinese tourists visiting Russia have a series of distinctive characteristics.Therefore,attraction and retention of Chinese tourists in the Russian tourism market need to be carefully studied in order to help Russia improve the quality of tourism products and services,develop related facilities and management policies to promote effective and sustainable development of Chinese outbound tourism in Russia.This study is based on a questionnaire survey and interviews with Chinese tourists traveling in Russia.The survey was conducted in three cities in Russia(Moscow,Vladimir and Suzdal).A total of 283 valid questionnaires were collected.Tourism motivation and satisfaction of Chinese tourists travelling to Russia were examined using SPSS 23 software,through application of independent sample T test,single factor variance analysis(ANOVA),multiple regression analysis and other methods.The results of the survey were analyzed and the following conclusions were drawn:1.Characteristics of China's travel market in Russia are clearly distinguishable Most of the tourists travelling to Russia are female,accounting for about 60%of the total number of tourists,with an average age of 50 years.Tourists from China rarely travel around the world by themselves,usually going abroad with their family members(56.8%),colleagues and friends(34.8%).Most of the tourists have received higher education.They come from different regions of China.The overwhelming majority of Chinese tourists are visiting Russia for the first time.Most popular tourist destinations in the European part of Russia are Moscow,St.Petersburg and Russia's Golden ring cities.Tourists mainly live in three and four star hotels.Before travelling,Chinese tourists are mostly concerned about language barriers(51.3%),safety(45.7%),unfamiliarity with local food(24.7%)and living conditions(23.2%).2.Motives of Chinese tourists travelling to Russia are rather diverse.The main motives of Chinese tourists visiting to Russia are:vacation(69.8%),sightseeing(47.8%),cultural exchange(8.6%),business activities(1.5%),visiting relatives and friends(0.7%),marriage trip(1.1%)and research(0.7%).Except for business activities,there is no significant difference in gender concerning other travel motivations.There are significant differences in age concerning motives such as sightseeing,vacation,visiting relatives and friends.There are significant differences in occupation concerning motives such as sightseeing,vacation and marriage trip.Education and income levels did not have significant influence on the level of satisfaction with the trip..3.Tourism preferences of Chinese tourists visiting Russia show diversity and consistency.Tourism preferences of Chinese tourists visiting Russia are rather diverse:places with rich historical and cultural heritage(67.4%),places with magnificent natural landscapes(65.6%),unique folk customs in rural areas(47.4%),famous red revolutionary scenic spots(1 7.8%),bustling metropolises(17.4%)etc.Except for some differences in age and occupation concerning the preference "bustling metropolises",gender,education and income levels were consistent in regard to tourism preferences.4.Satisfaction levels of Chinese tourists travelling to Russia are rather highThe overall satisfaction distribution of Chinese tourists travelling to Russia is mainly concentrated on levels "satisfied"(60.7%),"very satisfied"(24.8%)and "not sure"(11.1%).This shows that most Chinese tourists are satisfied with their travel.However,there are also factors that affect satisfaction of tourists travelling to Russia,such as poor lodging conditions(29.4%),inconvenient transportation(25.2%),inadequate development of tourism resources,low cultural taste(25.2%),unfriendly attitudes of local residents(20.9%),travel agencies,tourist guides,and bullying(17.8%)etc..Gender,age,occupation,education and income levels are consistent regarding tourism satisfaction.