Long-Haul Travel Motivation And Destination Images-A Qualitative Study Of Young Mainland Chinese Tourists In Norway

Considering China's development and economic growth in recent years,the country has turned into a desired source of potential tourists.The main objective of the thesis is to provide a further understanding of the travel motivations and destination images of young mainland Chinese tourists who have visited Norway.The research was conducted to provide information that could be used to enhance marketing and give implications for the positioning,promotion,and advertising of Norway on the long-haul market in China.The thesis used a qualitative approach with an exploratory nature.The theoretical frameworks utilized include destination image and its components,types of destination image,image formation process,and factors that influence it.Further,it used a theoretical framework of factors that differentiate long-haul from short-haul travel,destination selection process,and travel career patterns framework.Data for the thesis was collected through a combination of two methods.Firstly,an extensive literature review on destination image and travel motivation theory and secondly thirteen qualitative structured interviews with young mainland Chinese tourists who had visited Norway.The data were further processed,coded,and content analysed according to the theoretical framework to reveal the findings of the thesis.The analysis uncovered selfdevelopment as a key component in the travel motivation of the participants and revealed largely positive attitudes towards long-haul travel.The research indicates that the motives of self-development and novelty seeking are essential for the young Chinese mainland participants to,specifically,choose Norway as a long-haul destination.The induced image of Norway in the minds of the participants was largely based on information sources they themselves had sought out online or through word-of-mouth,and there was little apparent impact from promotional material in their responses.Some of the participants' induced image was influenced by what they have seen in the TV series SKAM and others associated the country with the popular Chinese song,Norwegian forest.The image of Norway in the minds of participants is largely positive,but constraints like the high costs of travel,cold climate and distant locals impact their perceptions and experiences.The unique natural sights and the northern lights are,as previous research has established,key aspects the destination has to offer in the minds of the participants.Though the research attempts to give a conceptual understanding of the travel motivation and destination images this group has,it also indicates a need for further quantitative research.