VALUES IN THE MARKETING OF NATIONALPARKS IN CHINA: AN EXPLORATORYAPPLICATION OF MEANS-END CHAIN THEORY

Catherine de La Robertie and Baifang Cheng
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Catherine de La Robertie: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique
Baifang Cheng: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique

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Abstract: The aim of this study is to draw out the principle values of Chinese visitors tonational parks in China so as to improve the parks communication strategy toconsumers.The literature clearly provides support and empirical evidence linkingboth culture and consumption: cultural values have been shown to be efficient,measurable sets of variables that are fewer, more centrally held and more closelyrelating to consumer behavior than demographic and psychographic measures.The data was obtained from the method of means-end chains theory and the Yau'squestionnaire of Chinese cultural values, which was distributed to a sample of 30visitors to national parks in China. With the information obtained, and after theprincipal component analysis of the 67 chains collected, we found two principalchains that can explain national parks visitors' expectations. After combining thevalues obtained by the method of means-end chains with the cultural valuesfounded in the questionnaire, we propose some values that can be used incommunication to increase the number of visits to Chinese national parks.

Keywords: national park; China; marketing; means-end chain theory (search for similar items in EconPapers)
Date: 2007-06
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Published in Euro Asia Journal of Management, 2007, 17 (1), pp. 79-102

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00189504

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