Les valeurs culturelles des touristes chinois: une recherche exploratoire pour la stratégie de communication des parcs nationaux chinois

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 exploratory study is to draw out the main values of chinese tourists vis a vis national parks in china, which are a very new concept there, so as to improve the parks communication strategy to consumers. The literature clearly provides support and empirical evidence linking both culture and consumption. Cultural values have been shown to be efficient, measurable sets of variables that are more relevant than demographic and psychographic measures. The data were obtained from a questionnaire on chinese cultural values, which was distributed to a sample of 600 visitors, in which 200 visitors to the Potatso national park. After a descriptive analysis and factor analysis, we identify some values that can be used in communication strategy to attract tourists to chinese national parks.

Keywords: tourism; consumer behavior; Chinese cultural values; Chinese national parks.; marketing; communication; tourisme; comportement du consommateur; valeurs culturelles chinoises; parcs nationaux chinois. (search for similar items in EconPapers)
Date: 2010-01
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Published in 9th International Congress Marketing Trends, Jan 2010, Venise, Italie. 31 p

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00471572

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