A Study On Tourism Consumption Preferences Of Chinese Tourists In Bali,Indonesia

Since the rising upsurge of outbound tourism is gradually warming,outbound Chinese tourists have been increasing.Bali Island with its unique resources has attracted a large number of mainland Chinese tourists and has a great potential to develop Bali Island tourism market towards mainland Chinese tourists.Therefore,it is practical significant to study the tourism consumption preferences of tourists from China mainland in Bali Island,and put forward the corresponding opinions and suggestions according to tourism market characteristics.Based on the theory of consumer behavior theory and method,based on the definition of related concepts,this paper takes mainland chinese tourists in travelling to the south area of Bali Island as research object by using a questionnaire to obtain first-hand information,then analyzes demography characteristics of mainland Chinese tourists in Bali Island those are tourism consumption preferences,travelling willingness and travelling behavior and the effects of travelling consumption preferences.The conclusions are resulted as per below three points:First,by using descriptive statistics to analyze it and resulted Mainland Chinese Tourists in Bali Island mainly come from the Southern area of China Mainland with high income of economically developed areas and high educated level of young and adult tourists which are mainly affected to demographic characteristics and the preferences of tourism consumption characteristics and many sources of information,much higher level of tourism consumption willingness and tourist behavior characteristics.Second,by using five point scale form of Likert factor to analyze the factors of affecting mainland Chinese tourists preferences in tourism consumption characteristics,extracted three common factors of F1-F3,respectively named "travel demand","scenic area attraction",and "travelling experiences";meanwhile,by using the method of variance statistical analysis to explode statistical characteristics of different population variables of tourists in the tourism consumption preferences influence factor which concluded that genders characteristics significantly will impact to the factors of the different levels of education,occupation,income and tourism consumption preferences.Third,according to statistic record,consumer behavior theory,planned behavior theory and 4P marketing theory,this paper gives suggestion and countermeasures to development of Bali Island tourism source market toward tourist from China in three aspects of government,tourism enterprises and communities.