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Destination Choice of Chinese Long-haul Outbound Tourists and Market Segmentation

Li, Chunxiao; McCabe, Scott; Ye, Chen


Chunxiao Li

Scott McCabe

Chen Ye


China is an important emerging generator of outbound international tourism. Recent studies have investigated trip characteristics and specific behaviours of Chinese travellers but have focused on intraregional patterns of actual tourists and short-haul destinations. By utilizing both qualitative and quantitative methods, this study uncovers the attributes considered important by potential long-haul tourists during destination selection. Based on these attributes, the market segmentation is further explored through the combination of conjoint analysis and cluster analysis. The interview data reveal that cost, visa restrictions, time schedule of the package, whether the destination is famous and the availability of opportunities to shop for branded goods are important choice criteria. The cluster analysis suggests that the Chinese long-haul outbound market can be divided into three subgroups which are labelled as “Journey beginner”, “Conspicuous Consumer” and “Prestige pursuer”.


Li, C., McCabe, S., & Ye, C. (2017). Destination Choice of Chinese Long-haul Outbound Tourists and Market Segmentation. Journal of China Tourism Research, 13(3), 298-315.

Journal Article Type Article
Acceptance Date Sep 21, 2017
Online Publication Date Nov 22, 2017
Publication Date Jul 3, 2017
Deposit Date Jan 31, 2018
Publicly Available Date Jan 4, 2019
Journal Journal of China Tourism Research
Print ISSN 1938-8160
Electronic ISSN 1938-8179
Publisher Routledge
Peer Reviewed Peer Reviewed
Volume 13
Issue 3
Pages 298-315
Keywords Destination choice; long-haul outbound; market segmentation; cluster analysis; conjoint analysis
Public URL
Publisher URL
Additional Information This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of China Tourism Research on 22/11/2017, available online:


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