ALBERT

Description: Sustainability, Vol. 10, Pages 3388: Impacts of Tourists’ Sociodemographic Characteristics on the Travel Motivation and Satisfaction: The Case of Protected Areas in South China Sustainability doi: 10.3390/su10103388 Authors: Anson T. H. Ma Alice S. Y. Chow Lewis T. O. Cheung Karen M. Y. Lee Shuwen Liu Western studies on nature-based tourism have long explored the relationships among tourists’ sociodemographic characteristics, motivation and satisfaction as a way of predicting their visitation patterns and travel behaviours. Relatively few studies have been conducted in the Chinese context given its varied and extensive landscapes. This paper seeks to fill this gap using data from questionnaire surveys conducted in two popular and prestigious forest nature reserves in Guangdong province between August and December 2015. Data collected were analyzed by multiple regression tests with socio-demographic factors as the predictors of travel motivation and satisfaction in SPSS 24.0. The key findings and observations include the following: First, contrary to some overseas studies, education level was negatively correlated with tourists’ satisfaction with management and educational value. Second, age was positively correlated with the sense of relaxation and nature exploration. Third, education level had a negative correlation with motivation regarding social influence. Fourth, the influence of local culture helps differentiate Chinese tourists from Western tourists, implying that different management strategies should be adopted. All these findings offer insights to nature-based tourism operators that cater to the growing ranks of Chinese ecotourists.

Description: Destination Marketing Organizations (DMOs) at all levels have an ultimate goal of building strong and positive images for their destinations. However, the projected image from the supply side is not necessarily the mirror of the perceived image from the demand side. This study adopted the content analysis method to evaluate the projected image and perceived image of rural destinations in China to see whether there is any discrepancy between and within the two categories. Comparative analysis of different information sources including web contents and on-site visitor interviews were processed. The evaluation of image congruency demonstrates that official websites focus more on cognitive image elements (knowledge and beliefs of the place). Besides promoting attractions, it provides information on geography background and promotes local culture. Business web content promotes attractions, package tour, and activities which can generate revenue. The perceived image includes more sentiment contents: on-site visitors expressed more negative attitude, but social media comments are relatively positive.