Travel Behavior and Expenditure Patterns of the Chinese University Student and the associated Visiting Friends and Relatives (VFRs) markets in New Zealand

摘要

This thesis examines travel behavior and expenditure patterns of Chinese university students and the associated VFRs in New Zealand. It also investigates the effects of socio-demographics, travel-related, and psychographic variables on travel behavior and expenditure patterns. The thesis involves both interviews and questionnaire surveys with Chinese university students. Analysis of the interviews was based on a Cat-Pac method, while analysis of survey questionnaires was using SPSS 14.0. From a theoretical perspective, this study contributes to the body of literature on segmentation regarding the student travel market. It shows that it is possible to segment the Chinese university student travel market based on travel motivation and activity attributes of New Zealand. In addition, this study also contributes to the body of literature in relation to travel behavior and expenditure patterns by examining the variables identified in predicting travel behavior and expenditure. The results of this study provide a more comprehensive and holistic picture in the search of travel behavior and expenditure patterns regarding the student travel market. This study finds travel motivation contributes to overall travel satisfaction directly or indirectly via travel activities, which affects the loyalty. In terms of the VFR market, the valid existence of the effect of travel inhibitors on satisfaction is confirmed in this study, which affects the likelihood of further VFR trips in the future. Moreover, this study makes contribution to the role of students as catalysts for inbound VFR tourism to New Zealand. This study also finds that a socio-demographic variable (i.e. immigration status) is the most influential variable affecting student tourism expenditure, while the socio-demographic variable (i.e. age) and travel-related variables (i.e. purpose of visit and length of stay) appear to have significant impacts on VFR tourism expenditure. Further, this study suggests the VFR market is far from homogeneous. From a practical standpoint, this study sheds light by providing information about travel behavior and expenditure patterns of Chinese university students and their VFRs in New Zealand, and how their socio-demographics and trip characteristics affects travel satisfaction and travel expenditure pattern. Destination marketers may use this information to better segment their target market, allocate their marketing dollars more effectively, tailor their products to compete with other destination countries and develop better strategic marketing tools to satisfy and fulfill needs of Chinese university students and their VFRs and understand certain reasons behind their travel behavior and spending patterns. In addition, because Chinese university students are a significant market segment for New Zealand's VFR tourism industry, promotional campaigns encouraging them to invite friends and relatives and informing them of activities in which they can engage with their VFRs are encouraged.