Cultural differentiation in product choice by outdoor tourists

ABSTRACT

We compare geographic origins, demographics, motivations, information sources and satisfaction factors for tourists taking high-volume bus-based sightseeing tours and low-volume active hiking tours, respectively, at Jiuzhaigou Nature Reserve, Sichuan, China. Interests, behaviour and product purchases differ between domestic Chinese and international inbound tourists. The two groups also differ in motivations, information sources and factors affecting satisfaction. Product purchases by commercial tourists at this site are culturally mediated. This differentiation affects visitor management strategies for the site.

KEYWORDS:

• Ecotourism
• World-Heritage
• nature
• adventure
• sightseeing
• China
• culture

Acknowledgements

Comments on earlier versions by Amanda H. Schmidt are gratefully acknowledged.

Disclosure statement

No potential conflict of interest was reported by the authors.

Notes on contributors

Du Jie is Director of Jiuzhaigou National Nature Reserve and World Heritage Area, Sichuan, China.

Tang Ya is Professor in the Department of Environment, College of Architecture and Environment, Sichuan University, China.

Ralf Buckley holds the International Chair in Ecotourism Research, Griffith University, Australia, and is Senior International Scientist at the Institute of Geographical Sciences and Natural Resources Research, Chinese Academy of Sciences, Beijing, China.

Additional information

Funding

The visit to Jiuzhaigou by the second author was sponsored by the Australian Department of Foreign Affairs and Trade, Boao Forum, Australia-China Council, and Jiuzhaigou National Nature Reserve. The study was supported by the Programme of Introducing Disciplinary Talents to Universities (B08037).