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Chinese Individual Travelers in the Netherlands:
Their motivations, preferences, travel behavior and likelihood to recommend.
TDM Master Thesis By Jurriaan Hanzon Student Number: 144216
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Contents Contents .................................................................................................................................................. 2 1. Introduction ......................................................................................................................................... 3 2. Literature Review................................................................................................................................. 6 3. Methodology ..................................................................................................................................... 19 4. Data Analysis - Responses ................................................................................................................. 27 4.1 Demographic Characteristics................................................................................................... 27 4.2 Length of stay .......................................................................................................................... 28 4.3 Motivations - Push-factors ...................................................................................................... 29 4.4.Motivations - Pull-factors ........................................................................................................ 31 4.5 Transportation ......................................................................................................................... 33 4.6 Accommodation ...................................................................................................................... 35 4.7 Travel companions .................................................................................................................. 36 4.8 Travel planning ........................................................................................................................ 37 4.9 Information sources ................................................................................................................ 38 4.10 Food preferences................................................................................................................... 39 4.11 Tourist destinations visited ................................................................................................... 40 4.12 Barriers and constraints ........................................................................................................ 42 4.13 Likelihood to recommend ..................................................................................................... 44 5. Data Analysis – Exploratory Linear Regression ................................................................................. 44 6. Data Analysis – Principal Component Analysis.................................................................................. 49 7. Recommendations.............................................................................................................................54 8. Conclusion ......................................................................................................................................... 56 9. Appendix............................................................................................................................................ 59 9.1 Questionnaire .............................................................................................................................. 59 9.2 Translation answers to Question 16 and Question 20 ................................................................ 66 9.2.1 Question 16 Translations Comments ................................................................................... 66 9.2.2 Question 20 Translations Comments ................................................................................... 69 9.3 Original answers in Mandarin and English to question 16 and 20 .............................................. 71 9.3.1 Question 16 Original Comments .......................................................................................... 71 9.3.2 Question 20 Original Comments .......................................................................................... 73 9.4 Data Analysis Calculations ........................................................................................................... 75 10. Bibliography................................................................................................................................... 96
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Introduction This thesis investigates how the travel motivations, travel behavior, preferences, and barriers & constraints influence the appeal of the Netherlands as a tourist destination to the Chinese individual traveler. There are several reasons why this examination is worthwhile. Firstly, Chinese individual tourists offer a financial opportunity for the tourism sector in the Netherlands. The number of Chinese individual travelers in the Netherlands has increased in recent years and is likely to further increase in the future, as the income of middle-class Chinese citizens grow. A growing number of Chinese tourists provides a financial opportunity for the tourism sector. In recent decades, the Chinese outbound tourist market has grown rapidly, from 7 million in 1995 to 117 million in 2015 (see fig. 1) (CNTA, 2016). The number of Chinese tourists that has visited the Netherlands has increased as well, from 85,000 Chinese tourists in 2000 to 330,000 in 2015 (see fig. 2) (NBTC, "MarketScan China 2015", 2015) (NBTC, 2016). According to the NBTC, Chinese tourists spend much more than the average international tourist in the Netherlands. Where average incoming tourists spend €213 per person per day, Chinese tourists spend €328 per person per day, resulting in a total of €313 million spendings by Chinese tourists in the Netherlands in 2014 (NBTC, "MarketScan China 2015", 2015). Not only the growing number of Chinese tourists itself provides a financial opportunity. The increasing income of Chinese middle-class also boosts Chinese tourists’ willingness to spend (Z_punkt and TUI, 2012). However, as the Chinese middle-class is growing and developing more experienced travelers, the demands of Chinese tourists are also changing. Until now, the majority of Chinese tourists visiting the Netherlands travel in groups, with the so-called Group Package Tours (GPTs). But a developing trend can be discerned. Chinese tourists want to be more involved in the planning of their trip and to arrange it more independently than they have done so far (Z_punkt and TUI, 2012). This has caused the number of Chinese outbound tourists traveling individually to grow, and this number is expected to grow further in the future (Arlt, 2013) (Z_punkt and TUI, 2012). A second reason for investigating Chinese individual tourists in the Netherlands is that the more individual and specific wishes of this type of tourist might make them more receptive to visits to other destinations in the Netherlands than Amsterdam in comparison with other types of tourists. One of the biggest issues concerning tourism in the Netherlands 3
at the moment is the congestion of tourists in Amsterdam. While other destinations in the Netherlands would welcome more tourists, Amsterdam is becoming overcrowded with tourists, causing its citizens to fear a loss of identity more than perceiving tourism as an economic opportunity (Parool, 2016). Tourists who are willing to visit other destinations in the Netherlands would therefore be welcome. Third, a better understanding of Chinese individual travelers in the Netherlands is needed to successfully attract them to the Netherlands for economic benefit of the tourism sector and to effectively disperse them to Dutch destinations outside Amsterdam. So far, most studies have focused on Chinese outbound tourism as a whole or Chinese Group Package Tours (GPTs), but little research has been done on Chinese individual travelers, especially in the Netherlands (Xiang, 2013). However, the Netherlands have its own characteristics as a tourist destination. The combination of attractions in the Netherlands, such as the windmills, wooden shoes, the Keukenhof, or Madurodam, is unique. This influences the appeal of the Netherlands as a tourist destination. This research aims to discover new findings that help to obtain a better understanding of Chinese individual travelers in the Netherlands. Therefore it will focus on the motivations, preferences, travel behavior, constraints, and likelihood to recommend of Chinese individual tourists in the Netherlands.
Main research Question: How do the travel motivations, travel behavior, preferences, and barriers & constraints influence the appeal of the Netherlands as a tourist destination to the Chinese individual traveler?
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Figure 1. Source: http://saturdaybriefing.outrigger.com/featured-post/travel-to-the-u-s-from-chinawere-missing-the-boat/.
Figure 2. The development of tourism from China to the Netherlands. Source: MarketScan China 2015.
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Literature Review Chinese Outbound Tourism
The group of tourists that this study focuses on is Chinese individual travelers in the Netherlands. Chinese individual travelers are a specific type of Chinese outbound tourists. Such outbound tourism was initially severely restricted by the Chinese government. However, this changed with the start of the People’s Republic of China’s (PRC’s) policy of opening up and reform of China in the late 1970s, the Chinese outbound tourism has increased enormously (Arlt, W.G.; Burns, P., 2013). In the first period after the opening up and reform policies, tourists were generally only allowed to travel in GPTs (Group Package Tours), but since the late 1990s the PRC has accredited a number of countries Approved Destination Status (ADS). The ADS allowed Chinese tourists to travel abroad on private passports, and at their own costs (Hughes, K.; Wang, J.; Shu, M., 2015). Together with many EU-member states, the Netherlands obtained Approved Destination Status from the PRC in 2004. The number of Chinese outbound tourists traveling individually has increased (Arlt, 2013) (Xiang, 2013). Individual tourists are interpreted here as tourists who have “adopted a self-organized travel mode, arranged travel itineraries and activities on their own, more or less without help from a tourism intermediary, and travelled alone or in small groups” (Xiang, 2013, p. 135).
Little attention has been paid to the phenomenon of outbound tourism itself, and even less to Chinese individual outbound tourism (Arlt, W.G.; Burns, P., 2013) (Xiang, 2013). Studies on Chinese outbound tourism have traditionally been focused on managerial issues, such as the development of circuits, service quality, arrival numbers, etc. (Arlt, W.G.; Burns, P., 2013). But there are more subjects of investigation in the Chinese outbound tourism literature. Researchers have examined the Chinese outbound travel expectations (Li, X. et al., 2011), preferences (Chow, I.; Murphy, P., 2008), and motivations (Jiang, S.; Scott, N.; Ding, P.; Zou, T., 2012).
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Furthermore, researchers have investigated Chinese outbound tourism to specific tourist destinations. For example, some studies have focused on the motivations of Chinese outbound tourists to visit tourist destinations relatively close to the China, such as Hong Kong (Zhang, Q.H. & Lam, T., 1999) or Malaysia (Yousefi, M. & Marzuki, A., 2015). Other research has examined the motivations of Chinese outbound tourists to specific long-haul destinations such as the USA (Hua, Y.; Jung-Eun Yoo, J., 2011), Canada (Lu, 2011), or Italy (Corigliano, 2011). However, many tourist destinations that receive high numbers of Chinese tourists each year have still remain unexplored. More research on the travel motivations and travel behavior of Chinese outbound tourists to specific tourist destinations would be recommendable. Particular demographic groups in the Chinese population have also been subject of investigation in outbound tourism literature. Examples include Chinese females (Li, M.; Wen, T.; Leung, A., 2011), seniors (Chen, S.C.; Gassner, M., 2012), or the generation born between 1980 and 1989 (Jin, T.; Lin, V.S.; Hung, K., 2014). The research on Chinese individual tourists is limited. Some studies focus on the Chinese individual outbound tourist in general (Xiang, 2013), but despite the growing significance of Chinese outbound tourism worldwide, and in particular, Chinese individual tourism, there is little research on Chinese individual tourism to specific tourist destinations. However, there are studies that have investigated the travel behavior, preferences, motivations, and expectations of Chinese foreign students in their host country (Huang, R.; Tian, X., 2013) (Prayag, G.; Cohen, S.A.; Yan, H., 2015) (Hughes, K.; Wang, J.; Shu, M., 2015). These studies argue that the travel behavior, preferences, and perceptions of Chinese international students are comparable to those of Chinese individual travelers. One could suspect that the recent developments in Information and Communication Technology (ICT) will also have an effect on how the Chinese individual tourists obtain their information about the tourist destination. Researchers have examined the effect of developments in the sector of ICT on tourism (Buhalis, D.; Law, R., 2008). Some of these studies have paid special attention to the Chinese tourism market, for example with research on travel and social media in China (Kristensen, 2013), and on the use of smartphones by Chinese youth during leisure-based tourism (O'Regan, M.; Chang, H., 2015). Research on the implications of developments of ICT can be useful for the tourism sector, because the possibilities that have emerged because of the development of ICT may 7
accommodate the travel of individual tourists, and may stimulate tourists to travel individually.
Why does this research focus on Chinese individual tourists to the Netherlands?
The focus of this study is unique, because by investigating Chinese individual tourists in the Netherlands, it does not only focus on a particular type of tourist with a specific nationality, but it also concentrates on the Netherlands, a distinct tourist destination. So far no significant research has been done on the combination of these three subjects. Tourism destinations such as the Netherlands have their own characteristics, and should therefore be distinguished from other tourist destinations (Krešić, D. & Prebežac, D., 2011). The theory of cultural cognition supports the idea that Chinese individual tourists are different from other groups of travelers, and that the Netherlands has characteristics that appeal to Chinese individual tourists that other destinations do not have. The theory of cultural cognition argues that culture shapes how people perceive, memorize, and process information, and how they make judgements (Ji, L-J and Yap, S., 2016). In particular, this theory aims to explain how people’s perceptions of risk and related facts are formed by their cultural values (Kahan, D.; Slovic, P.; Braman, D.; Gastil, J., 2006). Experiments have suggested that people selectively credit or reject empirical information depending on its congeniality to their values, reinforcing their deeply held values and beliefs. Other scholars have found evidence that the values that people have predict their risk perception more strongly than other characteristics, such as their political orientation, race, gender, or economic status. (Kahan, D.; Braman, D., 2006) (Kahan, D.; Slovic, P.; Braman, D.; Gastil, J., 2006).
Studies have focused on Chinese individual travelers in countries such as Australia and the USA, but little has been written about Chinese individual travelers in the Netherlands. There have been studies on the Chinese tourists that visit the Netherlands in general, but little attention has been paid to Chinese individual tourists. Chinese individual tourists are concisely described by de Boer et al. (2006 p.18) as high-educated travelers with travel 8
experience, who stay for a short period of time (Boer, de, T.P., Bijvoet, C.C., Horn, van der, M.W., 2005). But overall, there has not been much attention in the literature about their preferences, perceptions, and travel behavior, nor has there been much attention for their constraints to travel, and their likelihood to recommend. This research aims to fill that gap, examining and analyzing the preferences, perceptions, and travel behavior, the barriers and constraints, and the likelihood to recommend of Chinese individual tourists in the Netherlands. Research on these matters can help to increase our understanding of Chinese individual travelers in the Netherlands. In turn, a better understanding of Chinese individual travelers can help us to make better decisions to promote the Netherlands as a tourist destination and make it appeal to the Chinese individual traveler.
Why measure the appeal of the Netherlands as a tourist destination for Chinese individual travelers?
As competition within the tourism industry is increasing, tourist destinations around the world are more and more competing to attract visitors to remain profitable. To achieve this, destinations strive to improve their appeal by increasing tourist satisfaction (Cracolici, M.F., Nijkamp, P., 2009) (Owusu-Frimpong et al., 2013). Destinations also aim to increase tourist loyalty, because it has been argued that a high tourist loyalty leads to lower tourist recruitment costs, tourist price sensitivity and servicing costs (Hallowell, 1996). Tourist satisfaction is an important element for increasing tourist loyalty (Baker, D.McA., Fulford, M.D., 2016) However, to successfully increase the appeal of tourists to a destination, it is critical to understand what about the destination is exactly the most appealing to them. Many tourism research studies have therefore tried to discover which aspects of a specific tourist destination are the most important for increasing the attractiveness, the satisfaction, or the loyalty of tourists to a destination. Such aspects can be destination attributes, but also tourist travel motivations or tourist travel behavior elements. Literature discerns three main reasons why companies should aim to satisfy their customers. Firstly, satisfied customers tend to be loyal and willing to pay higher prices (Reichheld, F.F. 9
and Sasser, W.E., 1990) (Finkelman, 1993) (Johnson et al., 2005). Secondly, satisfied and loyal customers are more likely to make a repeat purchase (Mittal, V. & Kamakura, W., 2001) (Oliver, 1999). Stimulating repeat purchases is less expensive than other types of marketing to attract new customers (Reichheld, 2003) Thirdly, satisfied and loyal customers tend to recommend the product or service to others, thereby serving as an advertising medium through positive word of mouth (Howard, J.A. and Sheth, J.N., 1969) (Reichheld, 2003). Knowing what attracts tourists can help tourist destinations to maintain or increase the number of visitors to the destination. Getting a grip on the number of tourists to a destination is crucial for the continuity and profitability of businesses in the destination that are (partially) financially dependent on selling their products and services to tourists (Baker, D.McA., Fulford, M.D., 2016).
Destination attractiveness, satisfaction, and loyalty, and their interrelation
Literature on destination attractiveness is strongly connected with the concepts satisfaction and loyalty. Research on these three concepts shares the goal of revealing what factors are the best indicators for increasing the number of visitors to a destination. The text below will discuss what the definitions of the three concepts are and explain how they are connected.
Destination attractiveness has therefore been defined as “the destination’s ability to attract and satisfy potential tourists” (Medina-Muñoz, D.R. and Medina-Muñoz, R.D., 2014, p. 1). Destination attractiveness is largely similar to destination satisfaction, but in contrast to the concept of destination satisfaction it includes an extra dimension that focuses on the attraction of potential tourists. Satisfaction can be described as: “…the level of enjoyment or disappointment, originating from expectation of the product” (Baker, D.McA., Fulford, M.D., 2016, p. 77). In other words, “satisfaction is a person’s feelings of pleasure or disappointment resulting from comparing a product’s perceived performance or outcome in relation to his or her expectations” (Baker, D.McA., Fulford, M.D., 2016, p. 77)
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Many studies have found that the satisfaction of tourists with a destination influences their loyalty and post-visit behavior (Oliver, 1999) (Cronin, J.J. & Taylor, S.S., 1992) (Fornell, 1992) (Anderson, E.W. & Sullivan, M.W., 1993) (Petrick, J.F. & Backman, S.J., 2002) (Chen, C. & Tsai, D., 2007) (Chen, 2008) (De Rojas, C. & Camarero, C., 2008). For example, satisfied tourists might visit the destination again, and recommend it to other tourists. In contrast, dissatisfied tourists might not revisit the destination and not recommend it to others. (Reisinger, Y. & Turner, L.W., 2003). Destination satisfaction thus leads to tourist loyalty, which has been defined as “…‘tourists’ commitment to a destination, expressed in a stable form over a prolonged period” (San Martin, H., Collado, J., del Bosque, R.I., 2013, p. 327).
Measuring destination attractiveness, satisfaction, and loyalty
In tourism literature, the concepts destination attractiveness, satisfaction, and loyalty are measured in a number of ways. Measuring the ‘overall satisfaction’, the intent to revisit and the intent to recommend of tourists are the most frequently used methods (Chi, C.G-Q. & Qu, H., 2008) Overall satisfaction is the (dis-)satisfaction that derives from the multiple experiences and encounters of tourists in the destination (Baker, D.McA., Fulford, M.D., 2016). The intent to recommend measures the likelihood that tourists will return to the destination. The intent to recommend examines the chance that visitors will recommend the destination to other tourists. The relation between predictors such as travel motivations, travel behavior, or preferences with the outcomes satisfaction, loyalty, or attractiveness of a destination is measured to find out what (sub-items of the) predictors can best predict the satisfaction, loyalty, or attractiveness of the destination.
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Why is intent to recommend better than other methods for measuring the attractiveness? The use of the concept satisfaction in tourism destination studies, and in business studies in general, is increasingly criticized. This is mainly because the conventional way to measure satisfaction has been a rather ineffective predictor of profits and growth. Many companies have encountered high customer defection despite high satisfaction ratings. (Oliver, 1999) (Taylor, 1998). Especially in tourism, where tourists are inspired to travel by their search for new experiences, satisfied tourists may not return to the destination. The interpretation of the concept of customer loyalty is also debated. The revisit intention is one of the most frequently used methods to measure loyalty. However, researchers such as Reichheld (2003) have stressed that the concept of customer loyalty is about more than repeat purchases. People who continue to buy the same product may not necessarily be loyal to that product, but may be captured by inertia, indifference, or exit barriers erected by the company or circumstance. On the other hand, loyal customers may not make frequent repeat purchases because of a reduced need for the product. For example, someone may buy a new car less often because he gets older and drives less (Reichheld, 2003). For a number of reasons, the likelihood to recommend is more helpful than other tools for measuring the destination attractiveness, satisfaction or loyalty of tourists to a destination. Firstly, it is an alternative method for measuring the loyalty of tourists to a destination. It is a more accurate indicator of loyalty, because by recommending a destination to others, tourists are putting their own reputation on the line. They will take that risk only if they are profoundly loyal to the destination (Reichheld, 2003). Second, whereas the intent to revisit basically tracks customer defections, or in other words, what makes people dissatisfied or disloyal to a product or destination, the intent to recommend can help to reveal what factors make people more enthusiast and likely to recommend (Reichheld, 2003). Third, tourism is an expensive and intangible product that has a large risk compared to other products (Litvin, S.W., Goldsmith, R.E., and Pan, B., 2006). Potential tourists therefore want to ensure that they get what they want before they decide to go to a destination (Havitz, M.E. and Dimanche, F., 1990). Conventional marketing methods are therefore less effective 12
than recommendations from friends, relatives, or reviews from tourists who have been to the destination (Litvin, S.W., Goldsmith, R.E., and Pan, B., 2006). Fourth, since people acquire more and more of their information via the internet and social media, online recommendations for tourist destinations are becoming more influential. (Hays, S., Page, S.J., Buhalis, D., 2013) Fifth, highly satisfied tourists might not return to a destination because of their desire to see new places. While it holds true that tourists who frequently return to a destination typically have had a positive previous experience with the destination, other tourists are curious for new destinations. For this type of tourists, having visited a certain destination in one year is a reason not to visit it the next year (Schmidhauser, 1976-1977). Tourists are looking for new experiences and holiday destinations, so even if they are highly satisfied, they might still not come back to the destination. In contrast, slightly dissatisfied tourists might return to a destination because a new destination might be worse than the destination that they are familiar with, despite all the imperfections that the known destination may have (Oppermann, 1998). This brings the value of tourist satisfaction/dissatisfaction and intent to revisit surveys into question. Repeat visitation may depend more on what type of visitor the tourist is than on whether the tourist was satisfied with the destination (Woodside, A.G. & MacDonald, R., 1994). By measuring attractiveness with the likelihood to recommend, the attractiveness of the destination is more accurately measured, because only the tourists that are satisfied and enthusiast to such an extent that they will recommend the destination to others are taken into consideration, regardless of whether they will revisit the destination.
In short, to attract more Chinese individual tourists to the Netherlands in a world where tourism destinations are increasingly competing to attract tourists, it is necessary to understand what aspects of the Netherlands appeal to Chinese individual tourists. While other measurement methods are increasingly criticized for its deficiencies, the likelihood to recommend is the most accurate measurement tool for investigating what aspects can increase the attractiveness of a destination. Such aspects can be the travel behavior, travel motivations, perceived barriers, and preferences of tourists in a destination. This research therefore uses the likelihood to recommend for measuring what aspects have the largest effect on the attractiveness of the Netherlands for Chinese individual tourists.
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Why are the motivations of Chinese individual travelers relevant for increasing the appeal of the Netherlands as a tourist destination? Travel motivations are identified as a key determinant of travel behavior. (Cerasoli, C.P., Nicklin, J.M., Ford, M.T., 2014) (Davis, F.D., Bagozzi, R.P., Warshaw, P.R., 1992) (Deci, E.L. & Ryan, R.M., 1985) (Teo, T.S., Lim, V.K., Lai, R.Y., 1999). (Wang, X-R., Huang, Y-H., Li, X-Y., Peng, L-F., 2016). Therefore insights into tourist motivation can serve to explain why tourists behave the way they do. For example, it can help to interpret tourists’ travel decisions, their on-site experience, and post-trip evaluation. (Crompton, Motivations for pleasure vacation, 1979) (Fodness, 1994) (Pearce, 2011) (Fu, X-X., Cai, L-P., Lehto, X-R., 2016).
Understanding what motivates tourists to travel to a destination is an important step in discovering what factors affect the destination’s attractiveness. Knowing what these factors are is essential for facilitating effective market segmentation and promotion. (Heung, V.C.S. & Quf, H-L., 2000).
What are travel motivations? Motivation has been defined as the driving force within individuals that impels them to action. The driving force refers to internal psychological motives produced by an uncomfortable level of tension within individuals’ minds and bodies. Individuals take a holiday to reduce an uncomfortable tension that derives from unsatisfied travel needs (Kim, J. & Ritchie, B.W., 2012).
Travel motivation studies are based on the ideas on decision-making from psychology literature. A prevalent theory in decision-making literature is the Theory of Reasoned Action (TRA). The TRA is underpinned by the assumption that people make rational decisions. It presented a manner to use attitudes as a means to predict and explain individual behaviors. (Ajzen, 2012). Behavior intentions are perceived as composed of two factors: a person’s
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favorable or unfavorable attitude towards behavior, and the subjective norm that encourages or discourages its performance (Ajzen, 2012) (O’Keefe, 1990). Since the 1960s, travel motivation has been perceived by tourism academics as a useful approach to understand travel needs and tourists’ behaviors (Yousefi, M. & Marzuki, A., 2015). It is complex to investigate why people travel and what they want to enjoy, because it is related to human beings and human nature (Yoon, Y. & Uysal, M., 2005).
A widely accepted theoretical or conceptual framework in understanding travel motivation has therefore yet to be established (Huang, Measuring tourist motivation: Do scales matter?, 2010). There are many classifications and models to represent different motives. “Each travel motivational theory has its strengths and weaknesses, and more operationalization and empirical support are needed” (Chiang, C. & Jogaratnam, G., 2006). Nevertheless, the theory of push- and pull-motivations is generally perceived as a useful framework for explaining travel motivation and destination attributes. (Fluker, M.R. & Turner, L.W., 2000) (Goossens, Tourism information and pleasure motivation, 2000) (Jang, S. & Cai, L., 2002) (Kozak, Comparative analysis of tourist motivations by nationality and destinations, 2002) (Kim, S., Lee, C. & Klenosky, D.B., 2003) (Bansal, H. & Eiselt, H.A., 2004). The use of push- and pull-motivations, or -factors, is based on the idea that people travel because they are pushed to travel by internal forces, and pulled by external forces of destination attributes (Al-Haj, M. & Mat, A.P.S., 2010). Jang, Bai, Hu, and Wu (2009) argue that push factors are based on “socio-psychological needs that predispose a person to travel, and pull-factors are ones that attract the person to a specific destination after push motivation has been initiated” (p.55). In other words, “push-factors are internal to the person and establish the desire to travel, whereas pull-factors are external to the individual and are aroused because of destination attractions” (Jang et al., 2009, p. 55).
Crompton (1979) first argued that there are seven push-factors, and two pull-factors. The push-factors included “escape”, “self-exploratory”, “relaxation”, “prestige”, “regression”, “kinship-enhancement”, and “social interaction”. The two pull-factors that he identified were “novelty” and “education”. The push- and pull-factors can influence the selection of a 15
destination. It is assumed that the destination can affect the behavior of tourists in meeting an aroused need (Crompton, Motivations for pleasure vacation, 1979). Following Crompton’s first empirical effort, other scholars have aimed to identify push- and pull-factors in various contexts, such as destinations, nationalities, or events (Jang, S. & Wu, C-M., 2006).
To give an indication of the variation and diversity of push- and pull-motivations used in research depending on the research subject, type of tourist, nationality of the tourist, and the tourist destination, table 1 shows the push-and pull-motivations that have been used in a number of researches with different types of tourists and different tourist destination.
Author
Subject
Zhang and Lam
The push- and pull-
-
Knowledge
-
Hi-tech image
(1999)
motivations of
-
Prestige
-
Expenditure
mainland Chinese
-
Enhancement of
-
Accessibility
tourists visiting Hong
human
-
Service-attitude
Kong
relationship
Whang et al. (2016)
Push-motivations
-
Relaxation
-
Novelty
Travel motivations of
-
Escaping daily life
Chinese and Russian
-
Relaxation
tourists to pop
-
Adventure
culture destinations
-
Health
Pull-motivations
and quality -
Sightseeing variety
-
Cultural links
-
Visual resources such as beach
-
Recreational facilities
-
Cultural resources
-
Attractiveness of tourist site
Jang & Wu (2006)
The push- and pull
-
travel motivations of Taiwanese seniors
Ego-
-
enhancement -
Self-esteem
-
Knowledgeseeking
-
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Relaxation
Cleanliness and safety
-
Facilities, event and cost
-
Natural and historical sight
-
Socialization
-
Novelty and
Yousefi & Marzuki
The push- and pull-
(2015)
motivations of
knowledge-
international tourists
seeking
to Penang, Malaysia
-
-
Environment and safety
-
Cultural and
Ego-
historical
enhancement
attractions
Rest and
-
Tourism facilities
relaxation Table 1. Source: Author. Literature included: (Zhang, Q.H. & Lam, T., 1999) (Whang, H., Yong, S., Ko, E., 2016) (Jang, S. & Wu, C-M., 2006) (Yousefi, M. & Marzuki, A., 2015).
Since this research also investigates a very specific type of tourist with a distinct nationality visiting a particular destination, the push- and pull-motivations used to investigate Chinese individual tourists to the Netherlands should be accustomed to the characteristics of this type of tourist, their nationality, and the characteristics of the destination. The choices for the push- and pull-motivations used in this research will be explained in the methodology section.
In short, travel motivations are a key determinant of travel behavior, and they affect the onsite experience and post-visit evaluation of the destination. Therefore travel motivations influence the likelihood that Chinese individual travelers recommend the Netherlands to other potential travelers. Discovering which travel motivations increase the intent to recommend the most is essential for facilitating effective market segmentation and promotion of the destination. Taking into account the unique characteristics of the type of tourist, their nationality, and the particular features of the destination, understanding the travel motivations of Chinese individual travelers to the Netherlands can help to make the Netherlands more appealing as a tourist destination for this type of traveler.
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Why are the motivations behind the travel behavior relevant for investigating the appeal of the Netherlands as a tourist destination for Chinese individual tourists? Tourists’ travel decisions are reflected in their travel behavior. For the tourism industry to maintain or improve its current status it is dependent on tourists’ travel decisions. Understanding travel behavior helps to interpret why tourists behave the way they do. Such knowledge can contribute to effective marketing, destination planning and development, which in turn can help to increase the number of visitors to a destination and create a competitive advantage (Van Vuuren, C. and Slabbert, E., 2011).
What is travel behavior? Travel behavior is a broad topic, encompassing the behavior of tourists before, during, and after travelling. It results from the interaction between personal and environmental factors on a continuous basis (Van Vuuren, C. and Slabbert, E., 2011). Travel behavior can further be highly influenced by situational factors (Cohen, S.A., Prayag, G., Moital, M., 2014). Travel behavior can be described as “the way tourists behave according to their attitudes towards a certain product and their response by making use of the product.” (March, R.G. & Woodside, A.G., 2005) (George, 2004).
Why are barriers and constraints of Chinese individual travelers relevant for increasing the appeal of the Netherlands as a tourist destination? Tourists do not only take into consideration their motivations to go to a certain tourist destination (i.e. what they find appealing about the destination), but also their perceived barriers and constraints that make a visit to a certain destination unattractive. Tourists’ perceived barriers and constraints are interpreted here as the negative equivalent of motivations to travel behavior. While much literature has been written about what motivates tourists to travel in a certain destination, little research specifically investigates what prevents tourists from traveling more extensively in a destination. The research of Hughes, Wang, and Shu (2015) is an example of a study that did identify and investigate barriers and constraints to travel (Hughes, K.; Wang, J.; Shu, M., 2015). Identifying the
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perceived constraints of tourists can be helpful for tourist destinations, because it enables them to diminish or even eliminate those barriers and tailor the destinations’ products for the tourist market.
To be clear, researching why some Chinese people have not visited the Netherlands would go beyond the scope of this study. However, the survey respondents of this research were asked to what extent a number of identified barriers and constraints have kept them from visiting (more) attractions and destinations within the Netherlands.
Methodology The type of research of this study is empirical, interpretive, partly deductive and partly inductive. It is empirical, because it is based on qualitative and quantitative data. It is quantitative, because data are collected through a questionnaire and interpreted with statistical and numerical analysis. Furthermore, the research is interpretive and qualitative, as the collected data also contain questions that ask for comments and explanations of respondents about the studied phenomenon. It is partly deductive and partly inductive, because the explanations provided will partly be generated from analysis based on theory and partly generated from a Principal Component Analysis (PCA) on the collected data.
To obtain the information about Chinese individual tourists, primary sources have been collected. An online questionnaire has been created. The online questionnaire consists of 15 independent questions, two sub-questions, and an extra comments section. The questionnaire has been distributed to Chinese individual travelers in the Netherlands through various methods. Firstly, an invitation to fill out the questionnaire has been posted on Chinese blogs and forums about the Netherlands. In order to ensure that the online respondents belong to the group of travelers under investigation for this thesis, respondents had to confirm that they are a citizen of the People’s Republic of China (PRC), and that they
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have travelled in the Netherlands individually. If one of these questions was answered with a ‘no’, then the respondents could not fill out the other questions of the online questionnaire.
Secondly, Chinese individual tourists at Dutch tourist sites such as the Markthal in Rotterdam, Kinderdijk, de Zaanse Schans, and Amsterdam have been asked to fill out the online questionnaire. Third, Chinese students from NHTV Breda University and Tilburg University who have travelled in the Netherlands individually have been asked to fill out the online questionnaire. The responses of Chinese students have been included in this research, because even though they usually will have more time to visit Dutch tourist sites, their travel preferences, motivations, and behavior will largely be similar to Chinese individual tourists who have come to the Netherlands only for tourist purposes. (King, B. and Gardiner, S., 2015) (Huang, R.; Tian, X., 2013) (Hughes, K.; Wang, J.; Shu, M., 2015) A snowball sampling method has been conducted, as respondents were asked to let acquaintances also fill out the questionnaire. In an attempt to increase the number of responses, the questionnaire was translated into Mandarin Chinese, and then backtranslated for verification of the translation. The answers to the two open questions written in Mandarin have been translated back into English for analysis by an independent translator. To stimulate participants further, a prize was allotted among every 15 participants with usable responses. The distribution of the questionnaire has resulted in 276 responses, of which 169 were usable. In the analysis, some of the questions have a slightly lower number of responses, but never less than 150. The number of responses is indicated with each question in section 4, Data analysis – Responses. It would be interesting to repeat this research with a larger sample size for a higher certainty of the significance of this study. In the context of this Master Thesis a minimum number of 150 responses seemed sufficient. However, it should be noted that the model that was ultimately found in the data analysis of this study turned out to be statistically significant. This indicates that the number of responses is sufficient to draw some significant conclusions.
The collected data from the surveys will be triangulated in order to increase the validity and reliability of the results. Triangulation will take place by comparison of the answers to closed
20
and open questions of the questionnaire. Next, the following steps will be undertaken to analyze the data collected:
Step
Action
1.
Editing: correcting, translating and revising text answers
2.
Calculate the mean and standard deviation of the data collected for each question and interpret the initial results of the questionnaire
3.
Do an Exploratory Linear Regression Analysis to examine how the data collected for other questions correspond with the likelihood to recommend the Netherlands as a tourist destination to other Chinese individual travelers
4.
Do a Principal Component Analysis on the collected data to uncover the relations between variables
5.
Calculate the correlation between the answers of individual questions
6.
Conclusion drawing and verification: aiding the analysts to interpret selected data and to test or confirm findings
Table 2: Adapted from list of Computer-Assisted Qualitative Data Analysis by Miles & Huberman (1994, pp.134-135).
Travel Motivations. To measure the motivations of Chinese individual tourists, this research has utilized the push- and pull-motivations theory. This theory is widely applied in tourist travel motivations literature. However, there is no broadly accepted framework for measuring push- and pull-motivations (Huang, Measuring tourist motivation: Do scales matter?, 2010). This is why a wide variety of push- and pull motivations have been used in different studies on travel motivations. Studies often have their own classifications for push- and pull-motivation factors, but there are a number of key motivation factors that frequently reappear in travel motivation literature, albeit in slightly different wording. (For examples of categories and statements of travel motivations in other research, see table 1 in the Literature Review). Examples of typical motivations that push tourists to travel identified in previous travel motivation literature are the ‘search for new experiences and knowledge’, ‘rest and relaxation’, ‘increase of self-esteem’, and ‘spending time with family and friends’. Pull21
motivation factors that are frequently applied in the literature include ‘the features of tourism facilities’, ‘the sights of the destination’, and ‘safety & environment’.
This study has measured these core push- and pull-motivational factors in a survey. Respondents were asked to answer to what extent they agree with a number of motivation statements, on a Likert-scale from 1 (strongly disagree) to 5 (strongly agree). These statements each represent one of the core motivation factors identified in the literature. Table 2 shows the push- and pull-motivation factors and the statements that represent them in the survey. The motivation statements have been adopted from the research of Yousefi and Marzuki (2015) about the travel motivations of international tourists to Penang, Malaysia (Yousefi, M. & Marzuki, A., 2015). However, in order to increase the survey response rate, only a selection of the statements that represent the motivation factors in the study of Yousefi & Marzuki most accurately have been selected for the survey of this research. Some of the statements used by Yousefi & Marzuki have also been left out of this research, because they are not as relevant for the Netherlands as they are for Penang, Malaysia. For example, “I want to see destination’s temples”, “I traveled to the destination because of the seaside/beaches”, and “I traveled to the destination because of the weather” are statements that have not been included in this study’s survey because they are likely to be less relevant in the Netherlands.
Motivational
Statements
Factors Push-
Novelty &
“I want to see something new and exciting”
factors
Knowledge-
“I want to enhance my knowledge and experience about a foreign
seeking
country”
Ego-
“I want to visit a country which most people value and appreciate”
enhancement
“I can talk about my experience with other people when I return home” “I can spend more time with my family and friends while traveling”
Rest &
“This is the time I can be away from the routine of life”
Relaxation
“This is the time I can physically rest and relax”
Pull-
Cultural &
“I want to see cultural and historic places”
factors
Historic
“I want to experience Dutch food beverages”
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Attractions
“I want to see natural scenery and landscape”
Tourism
“I traveled to the Netherlands because of the quality of tourist places”
Facilities
“I traveled to the Netherlands because of the reasonable price” “I traveled to the Netherlands because of the variety of tourist attractions”
Environment
“I traveled to the Netherlands because of the safety and security”
& Safety
“I traveled to the Netherlands because of festival and recreational activities” “I traveled to the Netherlands because of the variety of shopping places”
Table 3, source: Author.
Tourist characteristics (gender, age, education) Individual characteristics can influence the travel motivations and travel (Huang, R.; Tian, X., 2013). To get an idea of the demographic characteristics of the survey respondents, they have been asked for their gender, age, and level of education.
Transport. This research has asked survey respondents with which type of transport they covered most distance during their trip in the Netherlands. The ‘most distance covered’ is the best indication of which type of transport is the most important for tourists during their stay. Tourists cover a certain number of kilometers to do what they want to do during their vacation. To do so they have to cover the most distance with a certain type of transport. This type of transport is measured here through a single-choice question, with the option to choose ‘other’ if the type of transport is not included in the list of choices. Therefore all possible answers are reflected in the list of options.
Accommodation. At which type of accommodation did you stay most nights? Chinese individual tourists have been asked at which type of accommodation they stayed most nights during their trip in the Netherlands. The ‘most nights spent’ at a type of 23
accommodation is a good measure to see what type of accommodation is the most popular and important for tourists during their stay. Tourists spend a number of nights at a destination to do what they want to do during their holiday. Therefore they will have a certain type of accommodation that is chosen most often, which is the most important type of accommodation for their experience of the destination. This type of accommodation is measured here through a single-choice question, with the option to choose ‘other’ if the type of accommodation is not included in the list of choices. Therefore all possible answers are reflected in the list of options.
Travel company (with whom do they travel?). The respondents have been asked with whom they do travel in the Netherlands in a singlechoice question. The options given have been adapted from (Prayag, G. et al., 2015).
When Chinese individual tourists plan their trip. The following question asked in the survey is ‘When did you plan which places in the Netherlands you would visit during your trip?’ Liu, Li, and Yang (2015) argue that the travel agents who organize trips for group tourists largely plan the trip in detail on beforehand. However, Chinese individual tourists plan their own trip (Liu, X-M, Li, J.J., Yang, Y., 2015). Planning in a later stage of the holiday gives more room for flexibility (Hsiao, T-Y, Chuang, CM, 2015). A search for more flexibility is one of the main reasons tourists decide to travel independently, and not in a group tour. Therefore it would be worthwhile to investigate to what extent Chinese individual tourists Chinese individual tourists indeed do plan their holiday in a later stage. The question has single-choice options. Respondents could answer on a Likert-scale from 1 (I planned everything before arrival in the Netherlands) to 5 (I planned everything after arrival in the Netherlands).
Information sources. The questionnaire further included a question about how important a number of information sources have been for finding information for planning a trip in the Netherlands.
24
The information sources listed are adopted from previous studies of Hughes, Wang and Shu (2015) and Prayag et al. (2015). The information sources adopted from Hughes, Wang, and Shu (2015) are ‘travel books and brochures’, ‘ Family and friends’ and ‘Travel agents’ (Hughes, K.; Wang, J.; Shu, M., 2015). Those adopted from Prayag et al. (2015) are ‘TV or radio’, ‘Internet search engine’ and ‘Travel forums and blogs’ (Prayag, G. et al., 2015). Respondents were asked to answer on a Likert-scale from 1 (Not at all important) to 5 (Extremely important) how important each of the information sources have been for finding information for planning their trip in the Netherlands.
Food preferences. The survey respondents have also been asked what food they prefer during their travel in the Netherlands. The NBTC has argued that Chinese tourists largely prefer Chinese food during their stay in the Netherlands (Boer, de, T.P.; Bijvoet, C.C.; Horn, van der, M.W., 2006). This includes the Chinese group tourists, who still embody the majority of the Chinese travelers to the Netherlands. Previous studies have discovered that Chinese tourists in general prefer Chinese food when visiting the USA or Europe, because of their unfamiliarity and uncertainty with local food (Wu et al., 2016) (Z_Punkt and TUI, 2012). However, it is not clear to what extent this is the case for the Chinese individual traveler, who is often a more experienced traveler, and seems to take more risk to explore the local culture and lifestyle (NBTC, 2015). The question is adopted from the article of Wu et al. (2016) about Understanding Chinese tourists’ food consumption in the United States. The respondents could choose between the three options ‘Local/Dutch food’, ‘Chinese food’, and ‘Other’. The original option ‘American food’ in Wu et al. (2016) was adjusted here to fit the circumstances of the destination under research here (Wu, K-Y, et al., 2016).
Length of stay. In addition, the length of stay of the respondents in the Netherlands has been included in the questionnaire to measure their travel behavior. This question is adopted from Liu, Li, and Yang (Liu, X-M, Li, J.J., Yang, Y., 2015).
25
Destinations visited within the Netherlands. To gain an insight into which attractions Chinese individual travelers have visited in the Netherlands, the questionnaire included the multiple-choice question ‘Which destinations have you visited during your trip in the Netherlands?’ with some of the most visited attractions in the Netherlands as choice-options, including the option ‘Other’. Respondents who checked the box of the option ‘Other’ were directed towards the follow-up question ‘Which other destinations in the Netherlands have you visited?’
Barriers & Constraints. This research also measures the perceived barriers and constraints of Chinese individual tourists to travel within the Netherlands. The barriers and constraints used here are adopted from the study of Hughes, Wang, and Shu (2015) about the travel patterns, preferences, and recommendations of Chinese students in Australia. It is argued that the travel behavior and preferences of Chinese students are largely similar to Chinese independent travelers (Hughes, K.; Wang, J.; Shu, M., 2015) (Huang, R.; Tian, X., 2013). This also includes their perceived barriers and constraints. The barriers and constraints to travel that have been identified by Hughes, Wang, and Shu (2015) are “cost”, “too busy with study”, “too far to travel”, “lack of transport”, “someone to travel with (lack of company)”, “worried about safety”, “difficult to get information”, “don’t know where to go”, “language barriers”, “worried about cultural differences”, and “worried about food” (Hughes, K.; Wang, J.; Shu, M., 2015). The barrier “too busy with study” was changed into “too busy with other activities” in this study, as not all Chinese individual tourists are students.
Data Analysis – Exploratory Linear Regression. Several data analyses have been applied in this research. The first is an exploratory linear regression analysis. Linear Regression analyses are generally used to examine whether a set of predictor variables predicts an outcome variable well and to investigate which variables in particular are significant predictors of the outcome. The linear regression analysis used here is exploratory, because it is in the first place exclusively based on the survey data in order to prevent wrongfully excluding variables. The exploratory linear regression analysis produces
26
information about which variables affect the likelihood to recommend the most. Finally, this research will interpret why exactly these variables affect the likelihood to recommend.
Data Analysis – Principal Component Analysis (PCA) The second data analysis utilized in this study is a Principal Component Analysis (PCA). The PCA has been applied in this study to uncover whether the outcome shows a model that can be interpreted based on the theory. The Principal Component Analysis is executed to uncover which variables are important for explaining the variance. It prevents overlooking variables that have a strong effect on the variance. The PCA produces a (normally small) number of factors which each are a combination of variables. If these factors turn out to be well interpretable, then the result can contribute to the analysis of the data. There are a number of techniques available to obtain well interpretable factors.
Data Analysis - Linear Regression Analysis on the PCA Data The third data analysis will be applied if indeed well interpretable factors have been found in the PCA. In that case these factors can be used as synthetic variables in a linear regression with the likelihood to recommend as the outcome. Then this will provide information about the influence of synthetic variables on the likelihood to recommend.
4. Data Analysis - Responses 4.1 Demographic Characteristics The results from profiling the participants’ background showed that the majority of the Chinese individual travelers are female. From a total of 166 respondents, 120 are female, while 46 are male. The age of the respondents ranges from 18 to 54 years old. With a total of 78 percent of the total number of 161 respondents, the majority of the Chinese individual travelers are 20-29 years old. Respondents aged 30-39 years old amount to 14 percent of the total, respondents aged 18-19 years old 5 percent, respondents aged 40-49 years old 2 percent, and respondents aged 50-54 years 1 percent. 27
The Chinese individual travelers are largely high educated. From a total of 165 respondents, 59 percent have answered that their highest level of education that they have completed is ‘postgraduate and above’, 40 percent answered ‘bachelor degree’, 1 percent respondents answered ‘secondary school’, and none answered ‘below secondary school’.
Figure 3. Level of education of Chinese individual travelers in number of respondents. Source: author.
4.2 Length of stay
The majority of the respondents stayed in the Netherlands for a period of 1-7 days, accounting for 51% on a total of 163 respondents. 15% stayed for 8-14 days, 10% stayed for 15-30 days, 2% stayed for 1-3 months, and 22% stayed for more than three months in the Netherlands. A part of the respondents is studying or working in the Netherlands, therefore 22% have answered that they stay in the Netherlands for more than three months. However, if we only take into account the 135 respondents who have stayed in the Netherlands for less than 90 days (i.e. the maximum allowed length of stay for Chinese with a Dutch tourist visa for the Schengen area), then the average length of stay of Chinese individual tourists in the Netherlands is 8,8 days. This is higher than the average 5,1 days length of stay of all Chinese tourists to the Netherlands, as calculated by the NBTC (NBTC, MarketScan China 2015, 2015). This could support the idea that Chinese individual travelers prefer to stay longer at tourist destinations to experience the local culture more thoroughly. 28
4.3 Motivations - Push-factors
This research aims to uncover the motivations of Chinese individual tourists to visit the Netherlands. In existing literature on travel motivations, a distinction is made between socalled push-factors and pull-factors (Al-Haj, M. and Mat, S., 2010). The use of push- and pullfactors in travel motivation studies is based on the idea that people travel because they are pushed to travel by internal forces, and pulled by external forces of destination attributes (Al-Haj, M. and Mat, S., 2010). Jang, Bai, Hu, and Wu (2009) argue that push factors are based on “socio-psychological needs that predispose a person to travel, and pull-factors are ones that attract the person to a specific destination after push motivation has been initiated” (p.55). In other words, “push-factors are internal to the person and establish the desire to travel, whereas pull-factors are external to the individual and are aroused because of destination attractions” (p.55). The study of Yousefi and Marzuki (2015) on travel motivations has been used as an example for this research. The most important and relevant statements used in the questionnaire examining travel motivations by Yousefi and Marzuki (2015) have been adopted in the questionnaire for this study. Yousefi and Marzuki (2015) have selected their push- and pullmotivation statements founded on a comprehensive review of travel motivation literature related to the concept of travel motivation. Seven statements to examine the push-factors have been included in the questionnaire. Respondents were asked to choose to what extent they agree with the statements on a Likert-scale from 1 (strongly disagree) to 5 (strongly agree).
Based on the paper of Yousefi and Marzuki (2015) this study has divided the statements into three categories of push-factor statements. The mean scores of the push- and pull-factor motivation statements show that the push-factor Novelty and knowledge-seeking is the category of statements that is most stimulating respondents to travel. It has the highest mean score of 3,89. It is therefore the most agreed upon push-factor, with the top individual push item “I want to enhance my knowledge and experience about a foreign country”. ‘Rest and relax’ is the second most agreed upon category of push-factor statements, with a mean
29
score of 3,64. The push-factor ego-enhancement is the least motivating to travel, with a mean score of 3,29. All of the push-factor statements have an average mean score higher than 3 (neither agree nor disagree). Based on the mean scores of the statements, we can conclude that the respondents mostly acknowledged that the push-factor motivation statements mentioned stimulate them to travel. However, besides ‘I want to enhance my knowledge and experience about a foreign country’ and ‘This is the time I can physically rest and relax’, all statements have standard deviations that may render the mean score to have a lower score than 3 (neither agree nor disagree). Chinese individual travelers are therefore most certainly stimulated to travel by pushmotivations to enhance their knowledge and experience about a foreign country and to physically rest and relax.
Descriptive Statistics Mean Novelty and Knowledge-
Std. Deviation
Analysis N
3,8957
,80786
163
3,72
1,039
163
4,07
,843
163
3,2965
,84944
163
3,64
,961
163
3,21
1,168
163
3,04
1,264
163
seeking Statement 1 - I want to see something new and exciting Statement 2 - I want to enhance my knowledge and experience about a foreign country Ego-enhancement Statement 3 - I want to visit a country which most people value and appreciate Statement 4 - I can talk about my experience with other people when I return home Statement 5 - I can spend more time with my family and friends while traveling
30
Rest and relaxation Statement 6 - This is the
3,6442
,90391
163
3,30
1,311
163
3,99
,962
163
time I can be away from the routine of life Statement 7 - This is the time I can physically rest and relax Table 4. Push-factor motivations. Source: Author.
4.4 Motivations - Pull-factors Respondents have been asked for their motivations to travel to the Netherlands, and to rate to what extent they agree with a number of pull-factor motivation statements. Like the push-factor motivation statements, the pull-factor motivation statements of this study are based on the research of Yousefi and Marzuki (2015) (Yousefi, M. and Marzuki, A., 2015). The results of the survey show that the ‘natural scenery and landscape’ was the most important motivation for Chinese individual tourists to visit the Netherlands, with a mean score (M) of 4,09 and a relatively small standard deviation of 0,840. Other motivation statements that were mostly agreed upon are ‘safety and security’ (M = 3,70), ‘see cultural and historic places’ (M = 3,65), ‘quality of tourist places’ (M = 3,64), ‘the variety of tourist attractions’ (M = 3,37), and ‘festival and recreational activities’ (M = 3,08). In contrast, motivational statements such as ‘reasonable price’ (M = 2,96), ‘experience Dutch food and beverages’ (M = 2,62), and ‘the variety of shopping places’ (M = 2,58) are mostly not perceived as motivations to visit the Netherlands.
31
Descriptive Statistics Mean Statement 1 - I want to see
Std. Deviation
Analysis N
3,65
,908
162
2,62
1,231
162
4,09
,840
162
3,64
,911
162
2,96
,880
162
3,37
,971
162
3,70
,906
162
3,08
1,075
162
2,58
1,096
162
cultural and historic places Statement 2 - I want to experience Dutch food and beverages Statement 3 - I want to see natural scenery and landscape Statement 4 - I traveled to the Netherlands because of the quality of tourist places Statement 5 - I traveled to the Netherlands because of the reasonable price Statement 6 - I traveled to the Netherlands because of the variety of tourist attractions Statement 7 - I traveled to the Netherlands because of the safety and security Statement 8 - I traveled to the Netherlands because festival and recreation activities Statement 9 - I traveled to the Netherlands because of the variety of shopping places Table 5. Descriptive Statistics pull-factor motivations. Source: Author.
32
4.5 Transportation
Figure 4. Types of transport in which most distance is covered by Chinese individual travelers in the Netherlands in numbers of respondents. Source: Author.
When asked which type of transportation they used most frequently, a large majority (75%) of the 169 respondents answered that they used the train to cover most distance while traveling in the Netherlands. 9% covered most distance traveling by public bus, 7% by rental car, and 5% by bicycle. A very low percentage of 2% of the respondents covered most distance by coach. It seems safe to say that the Chinese individual tourists largely depend on public transport for their transportation in the Netherlands, especially on transport by train. This is in sharp contrast to the Chinese group tourists, who often travel with a coach organized by their tour operator (Boer, de, T.P.; Bijvoet, C.C.; Horn, van der, M.W., 2006). The popularity of public transport among Chinese individual travelers also differs from the situation in other countries. Studies on the travel behavior of Chinese and international independent student travelers in the USA and Australia demonstrate that they mostly use cars for transport during their travel (Frost, F.A. and Shanka, T., 1999) (Sung, S. and Hsu,
33
C.H.C., 1996) (Hsu, C.H.C. & Sung, S., 1997) (Field, 1999) (Chadee, D.D. & Cutler, J., 1996) (King, B. and Gardiner, S., 2015). Research on Chinese travelers to Western Europe has shown that Chinese individual tourists are attracted to the individual travel infrastructure in Western Europe. In particular, flexible transport options such as rail travel pass and hop-on, hop-off coach pass options are appealing to them (Prayag, G.; Cohen, S.A.; Yan, H., 2015). Public transport that is flexible, efficient and providing for independent travel could improve the experience and appeal of the Netherlands as a tourist destination. Although some of the participants of the questionnaire have mentioned that ‘the trains in the Netherlands are very convenient’, others have commented that the costs of tickets for public transport are high and that the provision of information of public transport facilities in the Netherlands is very hard to understand. They suggest that the discount on public transport for tourists could be higher, and that information about what line to take, where to hop off, etc. should be made more comprehensible. In addition, they argue that it would be helpful if such information would also be available in Chinese. As one Chinese individual traveler put it: “…Even though our English skills are not bad, if there would have been more information in Chinese, our travel would have been much more convenient …”
34
4.6 Accommodation
Figure 5. Most frequently used type of accommodation during Chinese individual travelers’ stay in the Netherlands in numbers of respondents. Source: Author.
Respondents have been asked to which type accommodation they have used most frequently during their trip in the Netherlands. The types of accommodation are adopted from the research of Huang and Tian (2013) on travel behavior of Chinese students in the UK, and extended with the categories ‘camping’, ‘Couchsurfing’, and ‘Airbnb’. Couchsurfing is an internet-based hospitality network that is used to get to know people and to find a place to stay for free. Airbnb is a peer-to-peer online marketplace and homestay network that enables people to list or rent short-term lodging in residential properties, with the cost of such accommodation set by the property owner.
Hotels are the most popular type of accommodation among Chinese individual tourists. 35% of the 169 respondents stayed most nights in hotels during their holiday in the Netherlands. Youth hostels (23% of the respondents), Airbnb (15%), a friend or family’s place (12%), and Bed and Breakfasts (7%) are also popular among Chinese individual travelers. 35
The majority of all Chinese travelers in the Netherlands (including Chinese group tourists) stayed in a hotel during their vacation, in total 84% in 2014 (NBTC, "MarketScan China 2015", 2015). Even if types of accommodation that were divided into separate categories here, such as ‘youth hostel’, ‘bed and breakfast’ and ‘other’ were included into the category ‘hotel’, the percentage of Chinese individual tourists that stayed in hotels during their travel in the Netherlands would still be lower (69%) than 84%. Therefore we can conclude that Chinese individual tourists stay more often at other accommodations than hotels than the average Chinese tourist. While hotels remain the most popular type of accommodation for the Chinese individual travelers, the popularity of other types of accommodations may be explained by their “preference for budget accommodation and an emphasis of meeting other people during their trip”, as Loker-Murphy and Pearce have argued in their research (Loker-Murphy, L. and Pearce, P.L., 1995, p. 832), or by the sense of authenticity that Chinese individual travelers are looking for.
4.7 Travel companions
36
Figure 6. The travel companions of Chinese individual travelers during their trip in the Netherlands in numbers of respondents. Source: Author.
Participants were asked with whom they traveled during their trip in the Netherlands. The categories for this question have been adopted from Prayag, Cohen, and Yan (2015). Of 163 respondents, almost half of the Chinese individual tourists travel with friends (47%). 23% travel alone, 13% with family, 10% with a combination of friends and family, and 7% with their boyfriend/girlfriend. 4.8 Travel planning
Figure 7. When Chinese individual travelers plan their trip in the Netherlands in numbers of respondents. Source: Author.
Most of the 163 respondents replied that they planned which places in the Netherlands they would visit both before and during their trip (33%), 26% planned everything before arrival in the Netherlands, 21% planned mostly before arrival in the Netherlands. On a Likert-scale from 1 (I planned everything before arrival in the Netherlands) to 5 (I planned everything after arrival in the Netherlands), the mean score is 2,58, and the standard deviation is 1,256. The respondents therefore tend to plan the places they visit before arrival in the Netherlands, but there is also a significant share of the respondents that plans most or everything after arrival in the Netherlands. 37
4.9 Information sources Respondents were asked to answer how important several categories of information sources have been for finding information for planning their trip in the Netherlands. They could answer on a Likert-scale from 1 (not at all important) to 5 (Extremely important. The categories of information sources have been adapted from the studies of Prayag et al. (2015) and Hughes, Wang and Shu (2015) (Prayag, G.; Disegna, M.; Allen Cohen, S.; Yan, H., 2015) (Hughes, K.; Wang, J.; Shu, M., 2015). The results to the question show that from 161 respondents, internet search engines are perceived as the most important information source for planning a trip in the Netherlands, with a mean score of 4,35 on a Likert-scale from 1 (not at all important) to 5 (extremely important), and a standard deviation of 0,727. Travel forums and blogs were also perceived as highly important, with a mean score of 3,67 and a standard deviation of 1,139. The information sources ‘family and friends’, ‘travel books and brochures’ are perceived as somewhat less than moderately important for planning a trip in the Netherlands, with the mean scores of 2,93 and 2,91, respectively. These two categories of information sources have a relatively high standard deviation. The information sources ‘TV or radio’ and ‘Travel agents’ are identified not at all or slightly important, as they have mean scores of 1,76 and 1,66 respectively, and standard deviations of 0,925 and 0,988. Descriptive Statistics Mean Category 1 - Internet search
Std. Deviation
Analysis N
4,35
,727
161
3,67
1,139
161
2,93
1,038
161
Category 4 - TV or radio
1,76
,925
161
Category 5 - Travel agents
1,66
,988
161
Category 6 - Travel books
2,91
1,239
161
engine Category 2 - Travel forums and blogs Category 3 - Family and friends
and brochures Table 6. Descriptive Statistics of information sources used. Source: Author.
38
4.10 Food preferences Studies on the food preferences of Chinese tourists have found that they prefer consuming Chinese food when visiting Western countries (Chang, R.C.Y.; Kivela, J.; Mak, A.H.N., 2010). The prevalent conception of the National Tourism Board of the Netherlands, the NBTC, also seems to be that most of the Chinese tourists in the Netherlands prefer to consume Chinese food over local Dutch food during their trip in the Netherlands (Boer, de, T.P.; Bijvoet, C.C.; Horn, van der, M.W., 2006). Nevertheless, more than Chinese group travelers, Chinese individual tourists desire more authentic cultural experiences during their trip abroad, therefore they are often more selective of the countries that they visit and take part in participatory activities to engage more with the local culture (Prayag, G.; Cohen, S.A.; Yan, H., 2015) (Z_punkt and TUI, 2012). Furthermore, Chinese tourists visiting the Netherlands might change their food preferences as they become more experienced travelers and become more familiar with the taste of foreign food (Boer, de, T.P.; Bijvoet, C.C.; Horn, van der, M.W., 2006). Taking into consideration the increasing familiarity with foreign food of Chinese tourists in general, and the search for authentic travel experiences of Chinese individual travelers, it could be interesting to see what type of food Chinese individual travelers prefer to consume during their stay in the Netherlands. This study has asked Chinese individual tourists this question. They could choose one of the categories ‘Local/Dutch food’, ‘Chinese food’, and ‘Other’. The results of this research show that most of Chinese individual tourists prefer to consume Local/Dutch food (58%), but that a significant part of the respondents (33%) prefers Chinese food.
39
Figure 8. Preferred type of food of Chinese individual travelers in the Netherlands in numbers of respondents. Source: author.
4.11 Tourist destinations visited The tourist destinations in the Netherlands that Chinese individual travelers visit during their trip have also been researched in this study. The three biggest cities of the Netherlands are the most popular tourist destinations. Almost all of the respondents have visited Amsterdam. Rotterdam and The Hague are also visited by the majority of the Chinese individual tourists. Traditional Dutch countryside tourist destinations, with flower fields, cows, cheese and windmills are also popular among Chinese individual tourists. The destinations visited by Chinese individual tourists are largely similar to the destinations visited by all Chinese tourists (Boer, de, T.P.; Bijvoet, C.C.; Horn, van der, M.W., 2006). A significant percentage of 27% of the respondents also visited other destinations than eight of the top tourist destinations in the Netherlands shown in table 5. This supports the idea that Chinese individual travelers search for authentic travel experiences that they can organize themselves as they wish, instead of just taking a glance at all the top tourist attractions engaging much with the local people and culture. The two most visited ‘other’ destination are Maastricht, with nine respondents who have been there, and Eindhoven with five respondents who have visited the city.
40
Destination visited
%
Count
Amsterdam
92.90%
157
Rotterdam
62.72%
106
The Hague
60.95%
103
Utrecht
30.77%
52
Zaanse Schans
43.20%
73
Giethoorn
31.36%
53
Keukenhof
34.32%
58
Kinderdijk
21.30%
36
Other
26.63%
45
100%
169
Total
Table 5.Destinations visited by Chinese individual travelers in numbers of responses and percentages. Source: Author.
Top 10 Most visited Destinations in numbers of Chinese Individual Tourists based on this research Amsterdam Rotterdam The Hague Zaanse Schans
Top 10 Most visited Destinations in numbers of Chinese Individual Tourists based on this research
Keukenhof Giethoorn Utrecht Kinderdijk Maastricht Eindhoven 0
50
100
150
200
Figure 9. Top 10 Most visited Destinations in numbers of Chinese Individual Tourists based on this research. Source: Author.
41
4.12 Barriers and constraints Travelers may have been influenced by factors that affected the number of tourism places that they visited in the Netherlands during their trip and prevented them from exploring the Netherlands more extensively. Respondents were therefore asked to what extent the following constraints prevented them from visiting tourism destinations in the Netherlands. The categories of constraints have been adopted from the study of Hughes, Wang and Shu (2015) (Hughes, K.; Wang, J.; Shu, M., 2015). Perhaps unsurprisingly, the results show that the categories ‘too far to travel’ and ‘too busy with other activities’ are the highest barriers for visiting tourism destinations in the Netherlands, with a mean score of 3,19 and 3,11, respectively. Factors such as ‘lack of transport’ (M = 2,96), ‘cost’ (M = 2,71), ‘difficult to get information’ (M = 2,66), ‘don’t know where to go’ (M = 2,47), ‘lack of company’ (M = 2,40), and ‘worried about safety’(M = 2,16) are still considered moderate constraints to travel. Factors such as ‘worried about safety of food’ (M = 1,42), ‘worried about cultural differences’ (M = 1,65), and ‘language barriers’ (M = 1,97) are the least constraining factors for visiting further tourism destinations in the Netherlands. Descriptive Statistics Mean
Std. Deviation
Analysis N
Constraint 1 - Cost
2,71
1,101
154
Constraint 2 - Too busy with
3,11
1,152
154
3,19
1,200
154
2,96
1,283
154
2,40
1,340
154
other activities Constraint 3 - Too far to travel Constraint 4 - Lack of transport Constraint 5 - Someone to travel with (lack of company)
42
Constraint 6 - Worried
2,16
1,264
154
2,66
1,238
154
2,47
1,211
154
1,97
1,075
154
1,65
,987
154
1,42
,807
154
about safety Constraint 7 - Difficult to get information Constraint 8 - Don't know where to go Constraint 9 - Language barriers Constraint 10 - Worried about cultural differences Constraint 11 - Worried about safety of food Table 6. Constraints – descriptive statistics. Source: Author.
Figure 10. Constraints and barriers of Chinese individual travelers in numbers of respondents. Source: Author
43
4.13 Likelihood to recommend Respondents have been asked how likely it is that they would recommend the Netherlands to other Chinese individual travelers. The majority of the respondents (105) answered ‘definitely yes’, but a significant number of respondents (50) answered with the little less enthusiast ‘probably yes’. Eight respondents answered ‘might and might not’, two answered ‘probably not’, and none answered ‘definitely not’.
Figure 11. Likelihood to recommend in number of respondents. Source: Author.
5. Data Analysis – Exploratory Linear Regression In order to determine how the likelihood to recommend may be explained, several exploratory linear regressions have been performed. First, all independent variables were entered into an exploratory linear regression model to find the highest possible R 2. The R2 measures how well the regression model fits the actual data on a scale from 0 to 1. A value of 1 indicates a model that perfectly predicts values in the target field, while a value of 0 indicates a model without predictive value. The Adjusted R2 corrects for overestimation by the R2, as it identifies the percentage of variance in the target field that is explained by the inputs. Like the R2, an Adjusted R2 with a value of 1 indicates a model that perfectly predicts values in the target field, while a value of 0 indicates a model without predictive value (IBM, 2016). 44
Results and Interpretations of the Exploratory Linear Regression
The calculation of the exploratory linear regression model resulted in an R2 of 0.428 and a low Adjusted R2 of 0.039 (see Appendix table 7). Next, variables with low t-values have been excluded in a number of successive stepwise regressions with a backward elimination approach.1 The motivation for this approach is that by excluding a variable, the t-values of other variables are affected. Ultimately, this approach has resulted in the regression model including only variables with a t-value of 1.96 or higher, of which the outcomes are shown in table 15 below.
Unstandardiz
Standardize
ed
d
95,0% Confidence Interval for
Coefficients
Coefficients
B
Std. Erro Model 1 (Constant)
B
r
Lower Beta
3,846 ,210
t
Sig.
18,27 ,000
Bound
Upper Bound
3,431
4,262
,178
,386
-,217
-,018
-,154
,001
4 Q4_5 - I traveled to
,282 ,053
,395 5,370 ,000
the Netherlands because of the quality of tourist places Q9_5 - Travel agents
-,118 ,050
-,175
- ,020 2,344
Q9_6 - Travel books
-,077 ,039
-,148
and brochures
- ,054 1,939
1
The results of the successive stepwise regressions can be found in the Appendix. The first exploratory regression includes all variables, the second regression includes variables from the initial regression with a tvalue higher than 1, the third regression includes variables that had a t-value higher than 1.5 in the second regression. Finally, a last regression is calculated with variables that had a t-value higher than 1.96 in the third regression.
45
Q6_3 At which type
,339 ,111
,224 3,065 ,003
,120
,557
,419 ,185
,167 2,269 ,025
,054
,784
of accommodation did you stay most nights during your travel in the Netherlands? Youth Hostel Q5_1With which type of transport did you cover the most distance during your travel in the Netherlands? Rental car Table 7: Exploratory linear regression. Source: Author.
The columns t and Sig. show the t-values and the p-values of the exploratory regression model calculated, respectively. The t-value and the p-value are calculated under the assumption that that the sample comes from an approximately normal distribution. At p ≤ 0.05, the probability of a normal distribution is 95%. If the p-value is equal to or less than the significance level (here: 0.05), the test is judged to be statistically significant. A significance level can be expressed in terms of p-values, as well as in terms of t-values. If the significance level is taken to be 0.05, than the coefficient B is significant if p ≤ 0.05, or equivalently t ≥ 1.96. (The critical value that results from a two-tailed t-distribution test at 0.05 and at an infinite degree of freedom is 1.96.).
The variables shown in table 15 with a high t-value (t-value ≥ 1.96) and a p ≤ 0.05 are: ‘I traveled to the Netherlands because of the quality of tourist places’ (p = 0.000), ‘With which type of transport did you cover the most distance during your travel in the Netherlands? Rental car’ (p = 0.025), ‘At which type of accommodation did you stay most nights during your travel in the Netherlands? Youth hostel’ (p = 0.003),
46
‘How important were the following information sources in finding information for planning your trip in the Netherlands? Travel agents’ (p = 0.020).
These four variables are therefore most certain to affect the likelihood to recommend. The Coefficient B of the variable of question 4.5 is 0.282. This shows that the more Chinese individual travelers agree with the statement that the quality of tourist places in the Netherlands has been a motivation to go on a holiday in the Netherlands, the more likely it is that they will recommend the Netherlands as a tourist destination to other Chinese individual tourists. Therefore, if the quality of tourist places in the Netherlands could be further improved, then Chinese individual travelers are more likely to recommend the Netherlands to other Chinese individual travelers. Another conclusion that can be drawn from this results is that if more Chinese individual travelers who decide where to travel based on the quality of tourist places are drawn to the Netherlands (for example by promotion targeting Chinese individual travelers that advertises the quality of tourist places in the Netherlands), then this will increase the likelihood to recommend of Chinese individual travelers to the Netherlands.
The results from the linear regression also show that the more Chinese individual travelers use travel agents as an information source for planning their trip, the less likely they are to recommend the Netherlands to other Chinese individual travelers, as this variable has a coefficient B of -0.118. This finding is in line with the idea that Chinese individual travelers prefer to have the freedom to make their own choices during their trip in the Netherlands, and not only visit the most popular tourist sites, as is practice with group tours, but also visit other places of their liking in order to create a sense of integration to the local culture and spirit, by going beyond tourist enclaves (Xiang, 2013). Chinese individual travelers who have based the planning of their trip on information from travel agents may have made choices that are different from what they were looking for in their trip to the Netherlands. Chinese individual travelers tend to perceive themselves as explorers, who go off the beaten track. They deliberately visit places that they did not plan to visit on beforehand due to their curiosity, to avoid other tourists, and to go beyond tourist enclaves (Xiang, 2013). This is in sharp contrast with the tours organized by travel agents that transport group tourists from one tourist spot 47
to another, largely isolated from the cultural setting in which it operates, and therefore missing the possibility of making contact with local people (Xiang, 2013).
In earlier research on Chinese individual tourists it was argued that individual tourists typically like to engage with other people on their journey (Xiang, 2013). Pearce and Foster have described independent travelers as “a mobile, usually younger market segment who exhibit a preference for budget accommodation, emphasize meeting other travelers, follow an independently organized and flexible travel schedule, pursue longer rather than very brief holidays and prefer informal and participatory activities” (Pearce, P.L. and Foster, F., 2007, p. 1285). The outcome of the regression indicates that Chinese individual travelers who stayed most of their nights in youth hostels during their trip are more likely to recommend the Netherlands to others, with a coefficient B of 0.339. Youth hostels seem to be particularly well suited for accommodating Chinese individual travelers, given their characteristics described by Pearce and Foster (Pearce, P.L. and Foster, F., 2007). Youth hostels traditionally aim to host young visitors. The majority of the Chinese individual travelers, as shown in this research, are young. The dorm beds provided in youth hostels are typically available for budget prices, and they provide an atmosphere where meeting other travelers is accommodated and encouraged. The observation that Chinese individual travelers who mostly stay in youth hostels are more likely to recommend the Netherlands to others can therefore be explained by the fact that youth hostels captivate the typical demands of Chinese individual travelers well. When accommodations in the Netherlands are better equipped for accommodating the wishes of Chinese individual travelers, such as having budget prices, appeal to young people, and providing a space or atmosphere that stimulates interaction with other travelers, then the Chinese individual travelers are more likely to recommend the Netherlands to other Chinese individual travelers.
Furthermore, the results of the regression show that the Chinese individual travelers who cover most distance with a rental car during their trip in the Netherlands are more likely to recommend the Netherlands to others, with a coefficient B of 0.419. This also corresponds with the idea that Chinese individual travelers prefer to have the freedom to organize their travel themselves. 48
However, it should be noted that the Chinese individual travelers who covered most distance by rental car are less than ten percent of the total participants of the questionnaire, as an overwhelming majority of the Chinese individual tourists traveled by train. On the other hand, rental car is still the third most chosen type of transport after train and public bus.
Summary of the Exploratory Linear Regression
The exploratory linear regression has found that a number of variables have a high influence on the likelihood to recommend. These variables are the travel motivation ‘quality of tourist places’, the type of transport ‘rental car’, the type of accommodation ‘youth hostel’, and the information source ‘travel agents’. This study argues that these results are in line with the idea that Chinese individual tourists want to travel independently to have authentic travel experiences. They further want to have social interaction with locals and other travelers, and they prefer budget-travel. Accommodating this type of travel is therefore likely to increase the likelihood to recommend. Lastly, the quality of tourist places is also important for the likelihood to recommend.
6. Data Analysis – Principal Component Analysis In order to identify underlying sets of clusters of variables, an exploratory principal component analysis (PCA) has been applied in this study. A PCA can reveal the internal structure of the data in a way that best explains the variance in the data. The questions included for the PCA are questions about the push- and pull-motivations to travel to the Netherlands (question 3 and 4, respectively), as they measure the behavioral intention of the Chinese individual tourists in the Netherlands, following the Theory of Reasoned Action. As environmental obstacles can stand between the behavioral intention and the actual behavior, as has been recognized in the theory of Reasoned Action, the PCA further included the question about the information sources Chinese individual travelers used to plan their trip (question 9), and a question about the barriers and constraints that prevented them from visiting other tourist destinations in the Netherlands (question 14). 49
The adequacy of the sampling is measured with the Kaiser-Meyer-Olkin measure of sampling adequacy (KMO) (Kaiser, 1970). The KMO statistic varies between 0 and 1. The PCA applied in this research results in a fairly reasonable KMO-test value of 0.723.
The Principal Component Analysis (PCA) is run using an orthogonal rotation with Varimax. Varimax is selected, because it can simplify the interpretation of factors. PCA is used for identifying a smaller number of uncorrelated variables, called “principal components”, from a large set of data. The goal is to explain the maximum amount of variance with the fewest number of principal components. In this study components with the three highest eigenvalues are further investigated, because there is a relatively large gap of 0.6 between the eigenvalues of the third and fourth component (see table 18 in the Appendix).
Results Through the PCA the component score coefficient matrix is calculated (see table 19 in the Appendix). Common themes can be identified by finding questions with high loadings of coefficients on the same factor. Remarkably, the first component is responsible for the majority of the highest component score coefficients of the variables of the question about the barriers and constraints of Chinese individual travelers. The first component therefore seems to explain the relation between barriers and constraints of Chinese individual respondents and the likelihood to recommend. The second component is accountable for the majority of the highest component score coefficients of the pull-motivations. Component two therefore seems to explain the relation between the likelihood to recommend and the pull-motivations to travel to the Netherlands of Chinese individual travelers. The third component is responsible for all the highest scores of the pushmotivation statements. The third component therefore seems to explain the pushmotivations to travel of Chinese individual travelers.
Linear Regressions on the PCA Data In order to find out what the coefficients of the components are, the component score coefficients are multiplied by the original data of the respondents (see table 20 in the 50
Appendix). Finally, the multiplied component scores are entered in a linear regression model (see table 22 in below).
Unstandardized
Standardized
95,0% Confidence
Coefficients
Coefficients
Interval for B
Model
B
Std. Error
1
(Constant)
4,564
,048
A-R factor
-,092
,048
,091
,114
Beta
t
Sig.
Lower
Upper
Bound
Bound
95,556
,000
4,469
4,658
-,144
-1,916
,057
-,186
,003
,048
,142
1,897
,060
-,004
,185
,048
,178
2,376
,019
,019
,208
score 1 for analysis 8 A-R factor score 2 for analysis 8 A-R factor score 3 for analysis 8
Table 8. Linear regression on the component score coefficient. Source: Author.
The result of the regression indicates that the p-value of the component score 1 is 0.57, and 0.060 for component score 2, while the p-value for component score 3 is relatively low with 0.019. The unstandardized Coefficient B of component 1 is -.092. This means that if the component score 1 increases with one unit, the likelihood to recommend will decrease with -0.92. If component score 2 increases with one unit, the likelihood to recommend will increase with 0.091. This means that if the barriers and constraints mentioned in the questionnaire constrain respondents’ travel in the Netherlands, the likelihood to recommend will decrease. However, if the respondents are more motivated to travel by the pull-motivations mentioned in the questionnaire of this research to travel to the Netherlands, their likelihood to recommend will increase. The Coefficient B for component 3 is 0.114, which means that when the component 3 score increases with one unit, the likelihood to recommend will increase with 0.114.
Finally, a linear regression is calculated, this time only including the push- and pullmotivation, and the barriers and constraints variables, based on the theory of reasoned 51
action. In addition, for this linear regression the survey data outcomes of the individual items of the variables are first averaged together before they are used as predictors in the regression. The result of this linear regression is shown in table 24 below.
Unstandardized
Standardized
95,0% Confidence
Coefficients
Coefficients
Interval for B
Model
B
Std. Error
1
(Constant)
3,728
,326
Q14 Barriers and
-,148
,066
,351
,101
Beta
t
Sig.
Lower
Upper
Bound
Bound
11,433
,000
3,084
4,372
-,184
-2,237
,027
-,278
-,017
,285
3,466
,001
,151
,550
Constraints Total Mean Q3and4Travel Motivations Total Mean
a.
Dependent Variable: Q15_1 – Likelihood to recommend.
Table 9. Linear regression. Source: Author.
The outcomes of this regression show that the p-value of the mean of all individual items of the barriers and constraints variable is 0.027, and the p-value of the mean of all individual items of the push- and pull-motivations is 0.001. The coefficient B of the mean of the barriers and constraints variable is -0.148, indicating that if the mean of this variable increases with 1, the likelihood to recommend will decrease with -0.148. The coefficient B of the mean of all individual items of the push- and pull-motivations is 0.351. This implies that if the mean of the push- and pull-motivations increases with 1, the likelihood to recommend will increase with 0.351. Although the coefficients of this linear regression differ from the exploratory linear regression previously calculated (see table 11), the message seems largely similar. The more Chinese individual travelers feel hindered to travel by barriers and constraints, the less likely they are to recommend the Netherlands to other Chinese individual travelers. And the more motivated Chinese individual travelers are to travel (to the Netherlands) by the push- and pull-motivations included in this research, the more likely they are to recommend the Netherlands to other Chinese individual travelers. Another finding in both of the linear regressions is that a change by the push- and pull-motivations has a larger influence on the likelihood to recommend than an equally large change of the barriers and constraints.
52
To increase the likelihood to recommend, the barriers and constraints that prevent Chinese individual tourists to travel more extensively in the Netherlands should become smaller, or ideally they should be eliminated. The questionnaire included a question where respondents could elaborate on why they chose (not) to recommend the Netherlands as a tourist destination to other Chinese individual travelers. A number of the participants responded there that they find the cost of transport in the Netherlands is high and they would like to have a higher discount for tourists or students. One respondent also mentioned that the tickets for museums are high. Other participants pointed out that they worry about the safety of traffic, and in particular traffic by train, as they had heard of accidents in the news. One of the most mentioned complaints by participants is that the information provision of public transport and at tourist destinations is not clear to them. In addition to that, participants have mentioned that they would prefer to have (more) access to information provision of public transport and at tourist sites in Chinese. Some tourist sites now have information about the site available in Mandarin Chinese, but the information is limited and not always well translated. If respondents are more motivated to travel by the push- and pull-motivations of this research, then this is likely to be more influential for the increase of likelihood to recommend than the decrease of barriers and constraints to travel. In particular, the pullmotivations seem to have a larger influence on the likelihood to recommend than the barriers and constraints. This is because the Coefficient B of component score 3 (0.114) is higher than the Coefficient B of component score 1 (-0.092) (see table 22). Similarly, the coefficient B of the mean of all the individual items of push-and pull-motivations variables is higher than the coefficient B of the mean of all the individual items of the barriers and constraints variable (see Table 24). Promotion of the Netherlands and its tourist sites in China that pays attention to the pushand pull-motivations that are most important to Chinese individual travelers could help to attract Chinese individual travelers who are more motivated to travel to the Netherlands, and therefore are more likely to recommend the Netherlands to other travelers. For example, stressing the possibility to enhance their knowledge and experience about the Netherlands, or that the Netherlands is a country that most people value and appreciate, or promote the quality of tourist places in the Netherlands, could all attract more Chinese individual travelers that are likely to recommend to visit the Netherlands. Another way to 53
attract more Chinese individual travelers who are more motivated to travel is by adjusting the tourist destinations in the Netherlands more to their demands. For example, this can be done by increasing the variety of tourist places or adjust tourist destinations in such a way that they can also be a place to physically rest and relax.
Conclusion PCA and Linear Regressions The results of the PCA and following linear regressions have led to a statistical model. It showed that the more Chinese individual travelers are motivated to travel, the more likely they are to recommend the Netherlands to others, and the more they feel hindered to travel more extensively by travel barriers and constraints, the less likely they are to recommend the Netherlands to other potential tourists. Both the travel motivations and the travel barriers have a significant effect on the likelihood to recommend, but the travel motivations have a larger influence on the likelihood to recommend than the barriers and constraints.
7. Recommendations Within the Netherlands, Amsterdam is the most popular place among tourists. The pressure of the increasing number of tourists to Amsterdam is forcing the Netherlands to find ways to spread the tourists to other destinations in the Netherlands, where tourists could create a welcome source of income. Chinese tourists in the Netherlands, including Chinese individual tourists, spend much more during their holiday than the average international tourist, and their expenditures are expected to grow further in the future. This study has shown that Chinese individual tourists stay longer in the Netherlands than average Chinese tourists and are likely to visit not only the most popular tourist highlights, but also lesser known tourist places outside of Amsterdam. Instead of attracting tourists who are not likely to go beyond the beaten track, the Netherlands could aim to attract Chinese individual tourists and stimulate them to spread out to other destinations within the Netherlands to alleviate the pressure on Amsterdam. This study has found that both travel motivations to travel and travel barriers influence the likelihood that Chinese individual tourists recommend the Netherlands to other tourists. The more motivated Chinese individual tourists are to travel to the 54
Netherlands, the more likely they are to recommend the destination to other tourists. However, the more they feel hindered to travel by barriers and constraints, the less likely they are to recommend the Netherlands to others. One of the most mentioned issues by survey respondents is the information provision in the Netherlands. They mention that the information provision of public transport in the Netherlands is not clear and information at tourist destinations is not sufficient. Since Chinese individual travelers do not have a guide to navigate and inform them, they are very dependent on the information provided by public transport companies. Survey respondents have further mentioned that although their English is quite good, it would still be much more convenient for them if there would be information available in their own language. Therefore this study suggests that more detailed information in Mandarin about how to use the public transport in the Netherlands should be disseminated. Such information can be disseminated via the more traditional methods, such as folders at tourist offices, public busses and at train ticket offices, but more importantly, information could be distributed online. This research has found that the information sources that are most important for Chinese individual travelers for planning their trip are internet search engines and travel forums and blogs. Major transport companies in the Netherlands, such as the NS, could translate their website to Mandarin to provide Chinese people in the Netherlands with information about how to use their transport services. This website could be linked to social media to increase the awareness of the website among Chinese people in the Netherlands, and Chinese individual tourists in particular. Better provision of information would make transport in the Netherlands more attractive. This could in turn help to optimize the spread of Chinese individual tourists from Amsterdam to other destinations within the Netherlands. Survey respondents have also mentioned that they would prefer to have (more) access to information at tourist sites in Chinese. Some tourist sites now have information about the site available in Mandarin Chinese, but the information is limited and not always well translated. This study has demonstrated that ‘quality of tourist places’ is one of the main motivations for Chinese individual tourists to visit the Netherlands, and has a high influence on the likelihood to recommend. If the information that people get at tourist sites is limited, then this also limits the extent to which people can experience the tourist attraction. This research found that Chinese individual tourists want to explore and be exposed to the local culture. More information 55
about tourist sites enables Chinese individual tourists to explore tourist attractions independently, and it could help them to experience the destination more extensively. More in-depth information in Mandarin at tourist sites would therefore likely help to improve the perceived quality of tourist places in the Netherlands, which in turn helps to increase the likelihood to recommend. Information in Mandarin at tourist sites could for example be provided at tourist offices and at signs with explanation about cultural, historical and natural attractions. These signs could incorporate the site’s name to assist recall and promotion. Interestingly, ‘natural scenery and landscape’ was the top travel motivation for Chinese individual tourists to visit the Netherlands. This shows that it is very likely that they can be motivated to travel to destinations outside the city of Amsterdam, to nature parks and the countryside. Destinations outside Amsterdam could attempt to appeal to tourists by expanding the variety of activities and sights available. Bearing in mind that Chinese individual tourists are motivated to see natural scenery and landscape, lookouts, vantage points and photo spots are likely to enhance the tourist experience.
8. Conclusion This research has investigated how travel motivations, travel behavior, preferences, and barriers & constraints influence the appeal of the Netherlands as a tourist destination to the Chinese individual traveler. The number of Chinese individual tourists to the Netherlands has increased rapidly in recent years, and this is expected to grow even further in the future. This provides a financial opportunity for the tourism sector, as Chinese tourists spend much more than average international tourists to the Netherlands. Furthermore, one of the biggest problems in the Netherlands concerning tourism is that Amsterdam is becoming overcrowded with tourists. To alleviate pressure from Amsterdam, future promotion of the Netherlands as a tourist destination should therefore focus on tourists who are willing to visit other destinations in the Netherlands besides Amsterdam. This research argues that Chinese individual travelers are such tourists. The findings of this study support the idea that Chinese individual travelers prefer to travel independently, because they want to explore the tourist destination they are visiting 56
in search of authentic experiences with its culture and nature. Moreover, they are looking for social interaction with locals, but also with other travelers. By conducting a principal component analysis, this study has demonstrated that both travel motivations to travel and travel barriers influence the likelihood that Chinese individual tourists recommend the Netherlands to other tourists. The more motivated Chinese individual tourists are to travel to the Netherlands, the more likely they are to recommend the destination to other tourists. However, the more they feel hindered to travel by barriers and constraints, the less likely they are to recommend the Netherlands to others. The push-motivations that most stimulated Chinese individual travelers to visit the Netherlands were ‘novelty knowledge-seeking’ and ‘rest and relaxation’. The pullmotivations that triggered them most to go to the Netherlands were ‘see the natural scenery and landscape’, ‘safety and security’, ‘see cultural and historic places’, ‘the quality of tourist places’, and ‘the variety of tourist places’. Based on the findings of this research, this study has made a number of suggestions to make tourist attractions in the Netherlands besides Amsterdam more appealing to Chinese individual tourists. The first suggestion was that information about how to use the public transport services in the Netherlands should be provided in Mandarin by major public transport companies like the NS. Such information can be disseminated via conventional methods, such as via folders at tourist offices, public busses and train ticket offices, but in particular online. The internet is the most important source of information for planning a trip in the Netherlands for Chinese individual travelers. Therefore online distribution of information would help to make transport in the Netherlands more attractive. This could in turn help to optimize the spread of Chinese individual tourists from Amsterdam to other destinations within the Netherlands. More extensive in-depth information in Mandarin at tourist attractions outside Amsterdam should be provided to improve the quality of tourist places. The quality of tourist places is one of the main motivations for Chinese individual tourists to visit the Netherlands, and has a high influence on the likelihood to recommend. Tourist offices and signs with explanation about cultural, historical and natural attractions could be provided in Mandarin.
57
Lastly, ‘natural scenery and landscape’ was the top travel motivation for Chinese individual tourists to visit the Netherlands. Bearing this in mind, tourist destinations outside Amsterdam can expand the variety of activities and sights available to increase their appeal. Lookouts, vantage points and photo spots are likely to enhance the tourist experience. Limitations and Future Research The independent nature of the Chinese individual traveler makes it difficult to find sufficient respondents for a survey. This research has been able to collect 169 usable responses, which was sufficient for this analysis. However, if the sample size would be higher, further analysis would be possible without affecting the adequacy of the sample. For example, further research could investigate the differences between the travel behavior, motivations and preferences of different groups of Chinese individual travelers based characteristics such as gender, age, level of education, or length of stay. The data collected for the survey in this study are dependent on the self-reported information that respondents of the survey have answered. The data are therefore hard to verify. Such self-reported data could contain a number of potential sources of bias. For example selective memory, meaning that respondents might remember or not remember experiences or events that occurred at some point in the past, or exaggeration, which means the act of representing outcomes or events as more significant than would have been reported by other data. This research has found out that the use of internet is important for Chinese individual tourists to find information for planning their vacation. Future research could investigate more in-depth to what extent they use their mobile phone for finding information, and more importantly, how exactly they use their mobile phone for planning their trip.
58
9. Appendix 9.1
Questionnaire
Q1 Have you traveled to the Netherlands individually before? Yes No If No Is Selected, Then Skip To End of Survey
Q2 Are you a citizen of the People's Republic of China? Yes No If No Is Selected, Then Skip To End of Survey
59
Q3 On your most recent visit, what has motivated you to travel to the Netherlands? Please rate to what extent you agree with the following statements: Strongly disagree
Somewhat disagree
Neither agree nor disagree
Somewhat agree
Strongly agree
I want to see something new and exciting
I want to enhance my knowledge and experience about a foreign country
I want to visit a country which most people value and appreciate
I can talk about my experience with other people when I return home
I can spend more time with my family and friends while traveling
This is the time I can be away from the routine of life
This is the time I can physically rest and relax
60
Q4 What has motivated you to travel to the Netherlands? Please rate to what extent you agree with the following statements: Strongly disagree
Somewhat disagree
Neither agree nor disagree
Somewhat agree
Strongly agree
I want to see cultural and historic places
I want to experience Dutch food and beverages
I want to see natural scenery and landscape
I traveled to the Netherlands because of the quality of tourist places
I traveled to the Netherlands because of the reasonable price
I traveled to the Netherlands because of the variety of tourist attractions
I traveled to the Netherlands because of the safety and security
I traveled to the Netherlands because festival and recreation activities
61
I traveled to the Netherlands because of the variety of shopping places
Q5 With which type of transport did you cover the most distance during your travel in the Netherlands?
Rental car Coach Public bus Train Taxi Boat Bicycle Other
Q6 At which type of accommodation did you stay most nights during your travel in the Netherlands?
Hotel Bed & Breakfast Youth Hostel Friends/Family's place Camping Couch surfing Airbnb Other
Q7 With whom do you travel in the Netherlands?
I travel alone With family With friends A combination of friends and family With my boyfriend/girlfriend
62
Q8 When did you plan which places in the Netherlands you would visit during your trip?
I planned everything before arrival in the Netherlands Mostly before arrival in the Netherlands Both before and during my trip in the Netherlands Mostly during my trip in the Netherlands I planned everything after arrival in the Netherlands
Q9 How important were the following information sources in finding information for planning your trip in the Netherlands? Not at all important
Slightly important
Moderately important
Very important
Extremely important
Internet search engine
Travel forums and blogs
Family and friends
TV or radio
Travel agents
Travel books and brochures
Social media (e.g. Weibo, Wechat, Qzone)
Q10 What food do you prefer during your travel in the Netherlands? Local/Dutch food Chinese food Other
Q11 What is your total length of stay in the Netherlands in days?
63
Q12 Which destinations have you visited during your trip in the Netherlands?
Amsterdam Rotterdam The Hague Utrecht Zaanse Schans Giethoorn Keukenhof Kinderdijk Other
Display This Question: If Which destinations have you visited during your trip in the Netherlands? Other Is Selected Q13 Which other destinations in the Netherlands have you visited?
64
Q14 To what extent to have the following constraints prevented you from visiting tourism destinations in the Netherlands? Not at all
To a small extent
Neutral
To a great extent
To a very great extent
Cost
Too busy with other activities
Too far to travel
Lack of transport
Someone to travel with (lack of company)
Worried about safety
Difficult to get information
Don't know where to go
Language barriers
Worried about cultural differences
Worried about safety of food
Q15 Would you recommend the Netherlands to other Chinese individual travelers? Definitely not Likelihood to recommend
Probably not
Might or might not
Probably yes
Definitely yes
Q16 Why would you (not) recommend the Netherlands to other Chinese individual travelers?
65
Q17 What is your gender? Male Female
Q18 What is your age in years?
Q19 What is the highest level of education that you have completed?
Below secondary school Secondary school Bachelor degree Postgraduate and above
Q20 Please feel free to share any additional comments you may have about individual travel in the Netherlands.
Q21 If you want to win one of the prizes, please enter your e-mail adress below.
9.2
Translation answers to Question 16 and Question 20
The following section shows the answers of respondents to question 16 and 20. This was an optional question, so not all the respondents have answered. All the respondents have been numbered in a chronological order based on the moment that they filled out the survey. The numbers in front of the citations below show the number of the respondent who gave the answer. Some of the respondents have responded in English, others in Mandarin. The answers in Mandarin have been translated from to English. In those cases, the translated answer is followed by the sign (T). 9.2.1 Q16 - Why would you (not) recommend the Netherlands to other Chinese individual travelers? – translations 1. Because I love Van Gogh 2. Beautiful sights, the sky is very blue, few cars, very environmental-friendly, people are more honest, and it is safe. (T) 3. The English language skills of Dutch people are high, so it is easy to communicate (T) 4. The lifestyle of Dutch people is quite easy-going. They are friendly towards foreigners. (T)
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5. Peculiar culture. It is good that there are little tourists at tourist sights, and the language environment is good. (T) 6. Don’t have too many tourists at sights, interesting culture 7. Enchanting sceneries, a friendly people. (T) 8. The local people hold prejudice towards and discrimination against Chinese people (T) 9. It’s great (T) 10. The Netherlands is quite nice (T) 11. During the whole trip Dutch and English language (road) signs succeeded each other. The information in public busses and in the subways seemed very clear, but actually it was hard to understand. It took me a long time before I understood which line I should take, this was something that I did not encounter in other countries. I mostly traveled by train, some of the sights’ train stations were not very clear. We had to figure out very carefully which lines to take on beforehand to be able to get to the place where we wanted to go. There was no information in Chinese during the whole trip. Even though our English skills are not bad, if there would have been more information in Chinese, our travel would have been much more convenient. Finally it was hard to find information on the train, we had to search the NS website online before we got it. All in all it was not very convenient compared to other countries that I have been to. (T) 12. Because I love Vincent van Gogh so much. 13. Beautiful (T) 14. Personally I feel it is a liberal city (T) 15. It’s really a peaceful and beautiful country. People here are really friendly. 16. Beautiful scenery (T) 17. Because of the great experience I had here. 18. Great environment, security is well organized, cozy. (T) 19. The Netherlands is one of the cities in Europe that I like best. (T) 20. Beautiful environment (T) 21. To look at the water and at architecture (T) 22. (Open-minded/diverse) city (T) 23. Different cities with different styles, the seafood, and Van Gogh. (T) 24. Love this country 25. Different value of sex culture 26. Beautiful environment (T) 27. The Netherlands are very beautiful. The cultural differences are striking. The museums are very much worth a visit (T) 28. The local food is too disappointing. If you want to visit for the experience of local food, you might want to consider Southern European countries. (T) 29. Because of extremely beautiful landscapes and rich culture and history 30. It has a long-standing history and a unique culture. (T) 31. Beautiful environment, high tolerance (T) 32. It is safe, the natural scenery is beautiful, and it is easy to converse in English. (T) 33. They might (be) more interested in places with more scenery attractions like South Europe or nice shopping places like France 34. It is a beautiful country 35. Small museums in Amsterdam 67
36. 37. 38. 39. 40. 41. 42. 43. 44. 45. 46. 47. 48. 49. 50. 51. 52. 53. 54. 55. 56. 57. 58. 59. 60. 61. 62. 63. 64. 65. 66. 67. 68. 69. 70. 71. 72. 73.
Why not? The weather is bad (T) Quite interesting, worth visiting (T) The Dutch scenery is beautiful, as distinct from China (T) Holland is good Very good (T) It’s where I live (T) Culture-wise, it’s quite different from the Asian and Chinese culture. Dutch people are very friendly (T) Nice place, nice people Cultural differences and great devotion to the tourism spots Dutch people are not friendly enough (T) Cool culture The country is too small （T） Different from Chinese cultures and nice natural views The Netherlands is an amazing country, tulips, windmills, and Dutch people are friendly It is safe, the tourism sights are of high quality, the people have a good character (T) Great environment, influential English speaking, close to German It depends on how much time the person who I am addressing has and what the arrangements of his/her program are. (T) Why not? It’s the Netherlands. Very beautiful (T) Unique culture Because of the artistic disposition in the Netherlands (T) I think it is not good and not bad, I give it an average rating. (T) Among European countries it is a relatively safe, beautiful and fun country. (T) It’s O.K. (T) Traveling in the Netherlands is quite nice, but it lacks a strong reputation. If the tourists traveling to Europe have limited time to spend, they will not recommend it. (T) It is safe and orderly, and it has a beautiful scenery. (T) For me relaxing is important, therefore I like quiet places better. Now I have only been to Amsterdam and it was a bit too noisy (T) Beautiful landscape, sexual industry, cheese, bicycle, diamonds Interesting! Tulips are beautiful! Very safe. English friendly. Beautiful and exciting. Special. The Netherlands have a nice scenery, the locals are friendly, and the environment for traveling is good. (T) A very beautiful and peaceful place, which has some of the best museums and galleries. Because the scenery is beautiful. (T) Lots of museums Great view Good
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9.2.2 Q20 - Please feel free to share any additional comments you may have about individual travel in the Netherlands. – translations. 1. The first time that I traveled individually the Netherlands were recommended to me. Before I had been to the Netherlands I felt like the Netherlands was not a very popular country for traveling compared to other European countries, but since I experienced the Netherlands, I really like this country! I like its enchanting natural scenery, the clean cities, the clean refreshing air, the delicious pure food, the moderate prices, the tolerant and merciful atmosphere of the society, and of course the friendly people!! Compared to other European countries that are popular among travelers, the Netherlands has a more relaxed feeling! If I visit Europe again I will go to the Netherlands first! I will also recommend the Netherlands to my friends! (T) 2. People here are friendly and willing to speak English, which is convenient, but the Dutch food is really not my cup of tea, except the fries... 3. Beautiful, the only thing that is not sufficient is that none of the employees at the airport can speak Chinese! (T) 4. Amsterdam is very beautiful, too bad that on some of the roads the smell of weed is so strong, haha! (T) 5. Besides big cities like Amsterdam and Rotterdam, I hope that other cities can promote themselves some more. (T) 6. The introduction of tourist sights needs to be done better, the level of Chinese needs to be higher. (T) 7. Next time that I visit the Netherlands I will drive a bicycle to rural areas and not tourist sights, in this way I can look for the natural scenery and local farmland. (T) 8. If you encounter problems, the people are very polite to help you solve it, I look back on a very good time during my whole trip. (T) 9. I hope that the facilities in hotels (we stayed in the Amsterdam Marriott hotel) can be improved, and also that the information displayed on public transport can be made clear-cut. Thanks (T) 10. It takes too long to get through customs (at the airport) (T) 11. I think that the discount on special train tickets for tourists is relatively little. (T) 12. It’s worth it (T) 13. I have none. (T) 14. The whole environment in the Netherlands is pretty good. But it is really difficult to find out which line of public transport to take. Therefore I encountered some problems. But all in all this visit was pretty nice and I will visit again if I have the chance. (T) 15. People here are very friendly and willing to speak English, which is convenient, but the dutch food is really not my cup of tea except the fries...... 16. Quite good～Especially living in hostels～The kitchen facilities there are really complete and useful～ 17. We arrived in Maastricht on a Sunday when most of the shops were closed and there were almost no one on the street，kind of weird for a Chinese. 18. You should not arrive before April! Because then the flowers are not in bloom (T) 19. It is beautiful (T) 20. The wind is so strong, to travel by bicycle or boat would be very brave. (T)
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21. Never actually tried "Dutch" food, didn't realize there is this unique type of food.... Maybe because my family is Muslim and we spend most of the day's dining kebab and self-made sandwiches with ingredients bought from Turkish store. ╮(๑•́ ₃•̀๑)╭ 22. The Netherlands quite nice, it’s a country worth visiting. (T) 23. There are many tourist destinations, but many of the introduction signs only have Dutch and English. This influences people’s depth of understanding. (T) 24. I love Dutch people. They are so nice and friendly! And fluent in English! 25. Make sure that international promotion of tourist destinations is better aimed at attracting Chinese visitors. There are many beautiful places in the Netherlands, but Chinese people don’t know them. For example many coastal towns. (T) 26. The traffic is very convenient(/streamlined), but the ticket prizes of museums are too high. (T) 27. Since I am currently study here, I'm wondering that's maybe different from just come here for traveling. 28. I am an international student in the Netherlands. Practically every weekend I take the train to stroll around. (T) 29. The trains in the Netherlands are very convenient. But there are safety issues. Lately there has been an accident with a train in Tilburg, so I hope the level of safety can be improved. (T) 30. There are some tourist destinations that cannot be reached with public transport. In that case you need a taxi, which is inconvenient. (T) 31. Promote more tools for public transport and student discount. (T) 32. The Netherlands is a city with moderate commodity prices, and a very beautiful landscape. But honestly at night there are too little places to buy something to eat, and there are no places to go shopping. (T) 33. Tourist sites should have some more Chinese-language explanations (/commentary), and more elaborate introductions. (T) 34. I like the friendliness of Dutch people (T) 35. Hostel is expensive but not cozy enough. OV card is important 36. The food is not tasting good. (T) 37. touirst attractions in Holland are focused on some famous cities such as Amsterdam and Rotterdam. or tourists only know where to see tulips or windwills. i mean attractions are lack of attractive. 38. The Netherlands are great! I love Holland! (T) 39. The trains are convenient, it is suitable for individual travel (T) 40. Amsterdam is different from other cities in EU which impressed me most. I like the view there very much! 41. Totally worth it. Will go back again. 42. One must definitely visit this place (T) 43. I hope safety and security can be improved (T) 44. Security is bad, there are many swindlers. (T) 45. Many people visit many countries in Europe. One reason why people visit the Netherlands is that it borders other countries and has quick and convenient transport connections. （T） 46. Healthy lifestyle, freedom, and beautiful views, I would like to live there for a while to explore more. 47. The cost of the traffic is a little expensive. Man must cost every time addition 1 Euro when man without a card buy tickets. This is a little unreasonable. 70
48. It was not clear which hotel I should choose, next time I will reserve in advance for sure! Furthermore the Netherlands are worth visiting for a longer period of time. This time I stayed for too few days. (T) 49. I don’t like haring!
9.3
Original answers in Mandarin and English to question 16 and 20
9.3.1 Q16 - Why would you (not) recommend the Netherlands to other Chinese individual travelers? Because I love Van Gogh 风景漂亮、天空非常蓝、汽车少，非常环保、人们比较淳朴、治安好 荷兰人的英语水平很好，容易沟通 荷兰生活习性比较悠闲，对外来人员比较热情 独特的文化，语言环境，游客不多景点环境好 don't have too many tourists at sights, interesting culture 景色宜人，公民热情 当地人对中国人的友好及歧视还有带有一定偏见的 g 感觉不错 荷兰挺好的 整个旅行过程中穿插的荷兰语和英语的标识。公交和地铁信息看似很全面其实很难懂，我花了 很长的时间才能看懂电车线路信息这个是我在别的国家没有遇到过的。平时通过火车旅行，一 些景点的火车站非常不清晰。造成我们必须提前找好很多游记看好线路后才能出发，全程没有 中文的旅行景点介绍，虽然我们英语水平还可以，但是有中文的会更方便。最后火车信息非常 不好看，必须要有网络然后去 NS 查询才 OK。总之没有之前去的国家方便。 Bacause I love Vincent van Gogh so much. 美 个人感觉是一个自由的城市 It's really a peaceful and beautiful country～People there are really friendly～ 风景好 Because of the great experience I had here. 环境好，治安管理好，安逸 荷兰是我很喜欢的欧洲城市之一 环境好
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看水 看建筑 多元的城市 不同的城市风貌，海鲜，梵高 Love this country Different value of sex culture. 环境风景好 荷兰还是很好看的，文化差异也很显著，博物馆很值得一看 本土食物太糟糕，如果为了体验美食可以考虑南欧国家 Because of extremely beautiful landscapes and rich culture and history 历史也挺悠久的，文化很有特色 环境好包容性高 安全，自然风光好，英语交流便利 They might more interested in places with more scenery attractions like south Europe or nice shopping place like Frence. Het is een mooie land Small museums in AMS Why not 天气太差 挺有意思的，值得来 荷兰风景优美，而且不同于中国 Holland is good 很好 我生活的地方 Culture-wise, it's quite different from the Asian and Chinese culture. 荷兰人很友好 Nice place, nice people Cultural differences and great devotion to the tourism spots 荷兰人民不够友好 Cool culture 国家太小了 Different from Chinese cultures and nice natural views 72
the Netherlands is an amazing country, tulips, windwills, and dutch peopel are friendly. 安全 景点质量高 人民素质高 Great environment,influencial English speaking,close to German 看对方的时间和行程安排 Why not? It's Netherlands. 很美 Unique culture 为了荷兰的艺术气质 觉得不好不坏，给中等评价吧 欧洲国家中算是比较安全美丽好玩的国家 还行 荷兰旅游不错，但是缺乏名气，游客去欧洲时间有限就不推荐了 治安好，有秩序，风景优美 我一般休息为主更喜欢安静的地方，暂时只去过阿姆斯特丹，觉得有点闹腾… Beautiful landscape, sexual industry, cheese, bicycle,diamonds Interesting! Tulips are beautiful! Very safe. English friendly. Beautiful and exciting. Special. 荷兰景色好，当地人友善，旅游环境好 A very beautiful and peaceful place, which has some of the best museums and galleries. 因为风景很美 Lots of Museums great view Good
9.3.2 Q20 - Please feel free to share any additional comments you may have about individual travel in the Netherlands.
风景美丽 第一次自由行就被推荐去了荷兰，还未去过之前感觉荷兰在欧洲国家里不算特别热门的旅游国 家，可是当我感受过荷兰以后，非常喜欢荷兰这个国家！喜欢他迷人的自然风光，干净整洁的 城市，干净清新的空气，美味纯净的食物，适中的物价，包容宽容的社会气息，当然还有热情 友善的人们！！相对欧洲其他热门旅游国家，荷兰有一种能更放松的感觉！如果下次去欧洲我 73
会首选荷兰！也会跟我的朋友们推荐荷兰！ People here are friendly and willing to speak English, which is convenient, but the Dutch food is really not my cup of tea, except the fries... 完美，唯一不足是机场退税无任何中文服务人员！ 阿姆斯特丹很美，可惜部分街道上的大麻味道好难闻哈哈 除了阿姆斯特丹以及鹿特丹之外的大城市，希望其他的城市也可以多一点宣传 景点介绍需加强，中文简介需提高 下次再来会骑车去乡下不是景点的地方，看看荷兰自然风光和本土的农田 遇到问题，人民非常热情的帮助解决，整段旅程拥有非常好的回忆。 希望在酒店设施（我们当时是住阿姆斯特丹万豪）加强，同时在乘车的路线指引需要更明确一 些。谢谢 出关太慢 觉得荷兰针对游客的火车票价优惠比较少 值得 没有了 荷兰整体环境是不错的。但是景点线路真的不好找。所以也造成了一些麻烦。不过这次整体旅 程还是很不错的下次有机会还可以再来。 People here are very friendly and willing to speak English, which is convenient, but the dutch food is really not my cup of tea except the fries...... Quite good～Especially living in hostels～The kitchen facilities there are really complete and useful～ We arrived in Maastricht on a Sunday when most of the shops were closed and there were almost no one on the street，kind of weird for a Chinese. 不要在四月中旬前去!花不开~ 姝玥才是旅行必备万能宝，务必携带 风太大了，自行车旅行还有坐船旅行很棒 Never actually tried "Dutch" food, didn't realize there is this unique type of food.... Maybe because my family is Muslim and we spend most of the day's dining kebab and self-made sandwiches with ingredients bought from Turkish store. ╮(๑•́ ₃•̀๑)╭ 荷兰挺好的，值得一来的国家。 旅游项目很丰富，但很多景点的介绍牌上只有荷兰文没有英文，影响深入了解。 I love Dutch people, they are so nice and friendly ! And fluent in English ! 对中国游客实现更有针对性的宣传。很多荷兰偏僻的地方很漂亮,但是中国人不知道。比如很 多海港城市。 交通非常便利~但博物馆收费的太多 Since I am currently study here, I'm wondering that's maybe different from just come here for traveling. 我是在荷兰的留学生，基本上周末坐火车出去逛逛，不是从中国特意来自由行的观光客。所以 74
我觉得我不一定符合这份问卷设计的调查对象范围 荷蘭的火車十分便利。 但是安全問題還是存在。 近期在蒂爾堡發生搶劫事件。 所以希望加強 治安。 有些景点公共交通到不了，得租车，有点不方便 提拱更多的公共交通工具。 为学生提供折扣优惠。 荷兰是一个物价适中，风景优美的城市，不过实在太容易晚上没有地方吃东西，没有地方购物 了 景点多一些中文解说，还有中文的景点介绍。 喜欢荷兰人的友好 Hostel is expensive but not cozy enough. Ov card is important 吃的很难吃 touirst attractions in Holland are focused on some famous cities such as Amsterdam and Rotterdam. or tourists only know where to see tulips or windwills. i mean attractions are lack of attractive. 荷兰太好玩啦我爱荷兰！ 火车很方便，适合自助游 Amsterdam is different from other cities in EU which impressed me most. I like the view there very much! Totally worth it. Will go back again. 一定要去的地方。 希望治安更佳 治安不好，骗子多。 有很多人在欧洲是玩儿很多个国家，荷兰吸引人的另一个原因是它与很多其他国家接壤或者交 通便捷 Healthy lifestyle, freedom, and beautiful views, I would like to live there for a while to explore more. The cost of the traffic is a little expensive. Man must cost every time addition 1 Euro when man without a card buy tickets. This is a little unreasonable. 不太清楚选择什么旅店，下次去一定提前定好！还有就是荷兰值得多待几天，之前呆的天数太 少了~ I don't like haring!
9.4
Data Analysis Calculations Model Summaryb Std. Error
Model
R
Change Statistics
R
Adjusted
of the
R Square
F
Square
R Square
Estimate
Change
Change
75
df1
df2
Sig. F
Durbin-
Change
Watson
1
,654
a
,428
,039
,651
,428
1,101
55
81
,342
1,862
a. Predictors: (Constant), Q8 When did you plan which places in the Netherlands you would visit during your trip in the Netherlands?, Q6_7 At which type of accommodation did you stay most nights during your travel in the Netherlands? Airbnb, Q14_8 - Don't know where to go, Q3_2 - I want to enhance my knowledge and experience about a foreign country, Q14_1 - Cost, Q17_2 What is your gender? Female, Q6_6 At which type of accommodation did you stay most nights during your travel in the Netherlands? Couch Surfing, Q5_5With which type of transport did you cover the most distance during your travel in the Netherlands? Taxi, Q6_5 At which type of accommodation did you stay most nights during your travel in the Netherlands?Camping, Q10_2 What food do you prefer during your travel in the Netherlands? Chinese food, Q5_3With which type of transport did you cover the most distance during your travel in the Netherlands? Public Bus, Q5_2With which type of transport did you cover the most distance during your travel in the Netherlands? Coach, Q5_7With which type of transport did you cover the most distance during your travel in the Netherlands? Bicycle, Q5_8With which type of transport did you cover the most distance during your travel in the Netherlands? Other, Q6_2 At which type of accommodation did you stay most nights during your travel in the Netherlands? Bed and Breakfast, Q4_3 - I want to see natural scenery and landscape, Q7_5 With whom do you travel in the Netherlands? With my boyfriend/girlfriend, Q6_8 At which type of accommodation did you stay most nights during your travel in the Netherlands? Other, Q4_10 - I traveled to the Netherlands because of the variety of shopping places, Q7_4 With whom do you travel in the Netherlands? A combination of friends and family, Q5_1With which type of transport did you cover the most distance during your travel in the Netherlands? Rental car, Q10_3 What food do you prefer during your travel in the Netherlands? Other, Q6_3 At which type of accommodation did you stay most nights during your travel in the Netherlands? Youth Hostel, Q3_4 - I want to visit a country which most people value and appreciate, Q14_5 - Someone to travel with (lack of company), Q14_2 - Too busy with other activities, Q9_3 - Family and friends, Q3_9 - This is the time I can be away from the routine of life, Q4_6 - I traveled to the Netherlands because of the reasonable price, Q3_10 - This is the time I can physically rest and relax, Q9_1 Internet search engine, Q14_3 - Too far to travel, Q3_1 - I want to see something new and exciting, Q9_6 Travel books and brochures, Q3_7 - I can spend more time with my family and friends while traveling, Q6_4At which type of accommodation did you stay most nights during your travel in the Netherlands?Friends/Family'sPlace, Q9_5 - Travel agents, Q7_2 With whom do you travel in the Netherlands? With family, Q7_1 With whom do you travel in the Netherlands? I travel alone, Q14_10 - Worried about cultural differences, Q4_7 - I traveled to the Netherlands because of the variety of tourist attractions, Q9_7 - Social media (e.g. Weibo, Wechat, Qzone), Q4_9 - I traveled to the Netherlands because festival and recreation activities, Q3_6 - I can talk about my experience with other people when I return home, Q4_8 - I traveled to the Netherlands because of the safety and security, Q9_2 - Travel forums and blogs, Q4_2 - I want to experience Dutch food and beverages, Q14_6 - Worried about safety, Q9_4 - TV or radio, Q4_1 - I want to see cultural and historic places, Q14_9 - Language barriers, Q4_5 - I traveled to the Netherlands because of the quality of tourist places, Q14_7 - Difficult to get information, Q14_11 - Worried about safety of food, Q14_4 - Lack of transport b. Dependent Variable: Q15_1 - Likelihood to recommend
Table 7: Linear Regression – Model Summary. Source: Author.
76
Standardiz
95,0%
Unstandardi
ed
Confidence
zed
Coefficient
Interval for
Coefficients
s
B Low
Upp
Zer
er
er
o-
Sig
Bou
Bou
ord
Parti
Pa
Toleran
.
nd
nd
er
al
rt
ce
1,94
4,70
8
3
- ,72 -,175
,122
Std. Model 1 (Constant)
B
Error
3,326
,692
Beta
t
4,80 ,00 4
Q3_1 - I want to see
-,026
,075
-,041
something new and exciting
Q3_2 - I want to enhance my
,352
-,072
,115
-,090
knowledge and experience
Correlations
0
6
- ,53 -,302 ,629
,157
1
-
-
,01
,039 ,03
9
0
,16 0
-
,347
3 -,028
,090
-,040
country which most people
- ,75 -,207 ,314
,150
4
,11 2
-
-
,435
,035 ,02
value and appreciate Q3_6 - I can talk about my
-
,530
,070 ,05
about a foreign country Q3_4 - I want to visit a
-
6 ,025
,073
,045 ,348 ,72 -,119
experience with other people
,170
9
,07
,039 ,02
5
9
,432
when I return home Q3_7 - I can spend more
-,006
,068
-,011
time with my family and
- ,93 -,142 ,082
,131
5
friends while traveling Q3_9 - This is the time I can
,076
,065
,148 1,17 ,24 -,053
be away from the routine of
4
,205
4
-
-
-
,01
,009 ,00
0
7
,09
,129 ,09
1
9
,09
,101 ,07
9
7
,29
,086 ,06
8
5
,03
,005 ,00
7
4
,18
,012 ,00
2
9
,33
,238 ,18
5
5
,11
,018 ,01
7
4
,390
,444
life Q3_10 - This is the time I
,075
,081
,111 ,918 ,36 -,087
can physically rest and relax Q4_1 - I want to see cultural
1 ,082
,105
,113 ,778 ,43 -,128
and historic places Q4_2 - I want to experience
,003
,075
,006 ,044 ,96 -,145
,152
5 ,010
,095
,013 ,107 ,91 -,179
scenery and landscape Q4_5 - I traveled to the
,291
9
Dutch food and beverages Q4_3 - I want to see natural
,236
,200
5 ,250
,113
,342 2,20 ,03
Netherlands because of the
4
,024
,475
0
,484
,332
,347
,464
,293
quality of tourist places Q4_6 - I traveled to the
,015
,093
,020 ,163 ,87 -,170
Netherlands because of the
1
reasonable price
77
,200
,449
Q4_7 - I traveled to the
-,009
,089
-,014
Netherlands because of the
- ,91 -,186 ,105
,168
7
,18 6
-
,397
,012 ,00
variety of tourist attractions Q4_8 - I traveled to the
-
9 ,068
,097
,093 ,701 ,48 -,125
Netherlands because of the
,260
5
,24
,078 ,05
6
9
,14
,101 ,07
9
7
,397
safety and security Q4_9 - I traveled to the
,072
,079
,117 ,914 ,36 -,084
Netherlands because festival
,228
3
,431
and recreation activities Q4_10 - I traveled to the
-,104
,078
-,171
Netherlands because of the
1,33
variety of shopping places Q9_1 - Internet search
- ,18 -,258
,051
5
6 -,064
,116
-,069
engine
- ,57 -,295 ,558
,166
9
-
-
-
,01
,147 ,11
4
2
,04 9
-
-
,433
,456
,062 ,04 7
Q9_2 - Travel forums and
,012
,084
,020 ,139 ,89 -,155
blogs Q9_3 - Family and friends
,179
0 ,005
,080
,008 ,066 ,94 -,153
,164
8 Q9_4 - TV or radio
,151
,097
,216 1,55 ,12 -,042 3
Q9_5 - Travel agents
-,207
,097
-,289
,344
4
- ,03 -,401 -,014 2,13
6
0 Q9_6 - Travel books and
-,077
,063
-,145
brochures
- ,22 -,202 1,21
,049
8
5 Q9_7 - Social media (e.g.
-,014
,074
-,025
Weibo, Wechat, Qzone)
Q14_1 - Cost
- ,85 -,161 ,186
,064
,086
,133
3
,105 ,746 ,45 -,107
,235
8 Q14_2 - Too busy with other
-,021
,069
-,036
activities
- ,76 -,158 ,300
,116
5
,06
,015 ,01
0
2
,05
,007 ,00
6
6
,03
,170 ,13
6
1
-
-
-
,17
,230 ,17
3
9
-
-
-
,09
,134 ,10
8
2
-
-
-
,11
,021 ,01
3
6
,00
,083 ,06
7
3
,05 2
-
-
,344
,446
,365
,384
,498
,404
,357
,487
,033 ,02 5
Q14_3 - Too far to travel
-,080
,081
-,143
- ,32 -,242 ,981
Q14_4 - Lack of transport
,031
,086
,082
9
,059 ,357 ,72 -,140 2
,201
-
-
,08
,108 ,08
4
2
-
,040 ,03
,06
0
1
78
-
,333
,263
Q14_5 - Someone to travel
,012
,064
,024 ,190 ,85 -,114
with (lack of company) Q14_6 - Worried about
0 -,024
,079
-,044
safety
Q14_7 - Difficult to get
,139
- ,76 -,180 ,300
,034
,084
5
,062 ,406 ,68 -,133
information
,133
,202
6
,00
,021 ,01
4
6
-
-
-
,12
,033 ,02
0
5
-
,045 ,03
,03
4
,461
,321
,299
7 Q14_8 - Don't know where to
-,014
,080
-,026
go
Q14_9 - Language barriers
- ,86 -,173 ,177
,000
,094
,145
0
,001 ,003 ,99 -,187
,188
7
-
-
-
,08
,020 ,01
6
5
-
,000 ,00
,01
0
,339
,303
8 Q14_10 - Worried about
-,077
,114
-,113
cultural differences
Q14_11 - Worried about
,677
-,060
,131
-,074
safety of food
Q5_1With which type of
- ,50 -,304
,438
,299
1
- ,65 -,320 ,455
6
,201
0
,172 1,46 ,14 -,156
transport did you cover the
,150
7
-
-
-
,03
,075 ,05
6
7
-
-
-
,09
,051 ,03
7
8
1,03
,10
,161 ,12
2
7
3
1,38
,10
,111 ,08
2
2
5
,874
,15
,131 ,10
0
0
,255
,264
,512
most distance during your travel in the Netherlands? Rental car Q5_2With which type of
,465
,461
,103 1,00 ,31 -,452
transport did you cover the
9
6
,679
most distance during your travel in the Netherlands? Coach Q5_3With which type of
,327
,275
,129 1,19 ,23 -,220
transport did you cover the
0
7
,605
most distance during your travel in the Netherlands? Public Bus Q5_5With which type of
-,401
,477
-,089
transport did you cover the
- ,40 ,841
most distance during your travel in the Netherlands? Taxi
79
3
-
,548
-
-
-
1,34
,04
,093 ,07
9
8
1
,635
Q5_7With which type of
-,101
,336
-,031
transport did you cover the
- ,76 -,770 ,301
,568
4
most distance during your
-
-
-
,06
,033 ,02
9
5
,653
travel in the Netherlands? Bicycle Q5_8With which type of
-,223
,781
-,029
transport did you cover the
- ,77 ,285
6
most distance during your
-
1,33
-
1,77
2
,07
,032 ,02
1
4
,02
,073 ,05
2
5
,14
,238 ,18
3
5
,00
,041 ,03
8
1
1,33
,05
,149 ,11
3
3
4
7
-
-
,699
travel in the Netherlands? Other Q6_2 At which type of
,198
,302
,078 ,655 ,51 -,403
accommodation did you stay
,798
4
,501
most nights during your travel in the Netherlands? Bed and Breakfast Q6_3 At which type of
,422
,192
,270 2,20 ,03
accommodation did you stay
3
,041
,804
0
,469
most nights during your travel in the Netherlands? Youth Hostel Q6_4At which type of
,093
,248
,045 ,373 ,71 -,401
accommodation did you stay
,586
0
,487
most nights during your travel in the Netherlands?Friends/Family' sPlace Q6_5 At which type of
,541
,398
,138 1,35 ,17 -,252
accommodation did you stay
8
8
,688
most nights during your travel in the Netherlands? Camping Q6_6 At which type of
,002
,626
,000 ,003 ,99
-
1,24
-
,000 ,00
8
1,24
7
,10
0
accommodation did you stay most nights during your
3
,549
1
travel in the Netherlands? Couch Surfing Q6_7 At which type of
,214
,210
,114 1,02 ,31 -,203
accommodation did you stay
1
most nights during your
0
,632
-
,113 ,08
,03
6
0
travel in the Netherlands? Airbnb
80
,562
Q6_8 At which type of
,453
,396
,128 1,14 ,25 -,335
accommodation did you stay
3
6
1,24
,07
,126 ,09
1
4
6
,331
-
,561
most nights during your travel in the Netherlands? Other Q7_1 With whom do you
-,051
,192
-,031
travel in the Netherlands? I
- ,79 -,433 ,264
2
,057
,244
,030 ,234 ,81 -,428
travel in the Netherlands?
,542
-
,00
,029 ,02
9
2
,01
,026 ,02
9
0
,17
,025 ,01
3
9
travel alone Q7_2 With whom do you
-
5
,515
,436
With family Q7_4 With whom do you
,066
,293
,028 ,225 ,82 -,517
travel in the Netherlands? A
,649
3
,451
combination of friends and family Q7_5 With whom do you
-,196
,258
-,081
travel in the Netherlands?
- ,44 -,710 ,760
,317
9
-
,028
,163
,020 ,175 ,86 -,295
prefer during your travel in
,352
-
,12
,084 ,06
3
4
,01
,019 ,01
9
5
-
,035 ,02
,04
6
With my boyfriend/girlfriend Q10_2 What food do you
-
2
,629
,523
the Netherlands? Chinese food Q10_3 What food do you
,081
,258
,036 ,313 ,75 -,433
prefer during your travel in
,594
5
the Netherlands? Other
,541
2
Q17_2 What is your gender?
,068
,207
,044 ,327 ,74 -,345
Female
,481
,01
,036 ,02
6
7
,02
,058 ,04
3
4
5
Q8 When did you plan which
,034
,065
,065 ,526 ,60 -,095
places in the Netherlands
,164
0
,385
,456
you would visit during your trip in the Netherlands?
Table 8: Linear Regression - Coefficients
Model Summaryb Std. Error
Model 1
R ,531
a
Change Statistics
R
Adjusted
of the
R Square
F
Square
R Square
Estimate
Change
Change
,282
,216
,569
,282
81
4,310
df1 13
df2 143
Sig. F
Durbin-
Change
Watson
,000
1,893
a. Predictors: (Constant), Q6_8 At which type of accommodation did you stay most nights during your travel in the Netherlands? Other, Q9_6 - Travel books and brochures, Q6_5 At which type of accommodation did you stay most nights during your travel in the Netherlands?Camping, Q6_7 At which type of accommodation did you stay most nights during your travel in the Netherlands? Airbnb, Q3_9 - This is the time I can be away from the routine of life, Q4_5 - I traveled to the Netherlands because of the quality of tourist places, Q5_1With which type of transport did you cover the most distance during your travel in the Netherlands? Rental car, Q5_2With which type of transport did you cover the most distance during your travel in the Netherlands? Coach, Q5_3With which type of transport did you cover the most distance during your travel in the Netherlands? Public Bus, Q4_10 - I traveled to the Netherlands because of the variety of shopping places, Q6_3 At which type of accommodation did you stay most nights during your travel in the Netherlands? Youth Hostel, Q9_5 - Travel agents, Q9_4 - TV or radio b. Dependent Variable: Q15_1 - Likelihood to recommend
Table 9: Exploratory Linear Regression - Variables with a t-value higher than 1: Model Summary. Source: Author 95,0% Unstandardized Standardized Coefficients
Confidence
Coefficients
Interval for B
Correlations
Lower Std. Model 1 (Constant) Q3_9 - This is the
B
Error
3,586
,256
,057
,037
,289
,054
-,061
,048
Beta
T
Sig.
Boun
Upper Zero-
d
Bound order
Partial
Part Tolerance
14,032 ,000
3,081
4,092
,117
1,549 ,124
-,016
,130
,058
,128 ,110
,885
,405
5,355 ,000
,182
,396
,336
,409 ,380
,880
-,101 -1,267 ,207
-,156
time I can be away from the routine of life Q4_5 - I traveled to the Netherlands because of the quality of tourist places Q4_10 - I traveled to
,034 -,006
-,105
the Netherlands
-
,792
,090
because of the variety of shopping places Q9_4 - TV or radio Q9_5 - Travel agents
,119
,063
-,176
,057
,172
1,882 ,062
-,006
-,263 -3,065 ,003
-,289
,245
,032
-,062 -,133
,155 ,133 -,248
-
,601 ,685
,217 Q9_6 - Travel books
-,067
,041
-,129 -1,613 ,109
and brochures
-,149
,015 -,080
-,134
,114
82
,784
Q5_1With which type
,407
,186
,162
2,193 ,030
,040
,774
,108
,180 ,155
,921
,417
,341
,089
1,221 ,224
-,258
1,091
,094
,102 ,087
,946
,219
,173
,094
1,267 ,207
-,123
,561
,131
,105 ,090
,911
,382
,115
,253
3,308 ,001
,154
,610
,164
,267 ,234
,862
,343
,298
,084
1,153 ,251
-,245
,931
,046
,096 ,082
,940
,045
,135
,025
,332 ,740
-,222
,311 -,044
,028 ,024
,876
of transport did you cover the most distance during your travel in the Netherlands? Rental car Q5_2With which type of transport did you cover the most distance during your travel in the Netherlands? Coach Q5_3With which type of transport did you cover the most distance during your travel in the Netherlands? Public Bus Q6_3 At which type of accommodation did you stay most nights during your travel in the Netherlands? Youth Hostel Q6_5 At which type of accommodation did you stay most nights during your travel in the Netherlands?Camping Q6_7 At which type of accommodation did you stay most nights during your travel in the Netherlands? Airbnb
83
Q6_8 At which type of
,285
,268
,078
1,064 ,289
-,244
,815
,066 ,089 ,075
,934
accommodation did you stay most nights during your travel in the Netherlands? Other
Table 10: Exploratory Linear Regression - Variables with a t-value higher than 1: Coefficients. Source: Author.
Model Summaryb Std. Error
Model 1
R ,494
Change Statistics
R
Adjusted
of the
R Square
F
Square
R Square
Estimate
Change
Change
,244
,209
a
,572
,244
df1
6,876
df2 7
149
Sig. F
Durbin-
Change
Watson
,000
1,909
a. Predictors: (Constant), Q6_3 At which type of accommodation did you stay most nights during your travel in the Netherlands? Youth Hostel, Q9_4 - TV or radio, Q4_5 - I traveled to the Netherlands because of the quality of tourist places, Q3_9 - This is the time I can be away from the routine of life, Q5_1With which type of transport did you cover the most distance during your travel in the Netherlands? Rental car, Q9_6 - Travel books and brochures, Q9_5 - Travel agents b. Dependent Variable: Q15_1 - Likelihood to recommend
Table 11: Exploratory Linear Regression - Variables with a t-value higher than 1.5: Model Summary. Source: Author
95,0% Unstandardized Standardized Coefficients
Confidence
Coefficients
Interval for B
Std. Model 1 (Constant) Q3_9 - This is
B
Error
3,646
,245
,041
,036
,284
,098
Correlations
Lower Upper ZeroBeta
T
Sig. Bound Bound order Partial Part Tolerance
14,889 ,000
3,162
4,130
,084
1,141 ,256
-,030
,112
,058
,093 ,081
,938
,052
,397
5,442 ,000
,181
,387
,336
,407 ,388
,951
,060
,141
1,629 ,106
-,021
,216
,032
,132 ,116
,679
the time I can be away from the routine of life Q4_5 - I traveled to the Netherlands because of the quality of tourist places Q9_4 - TV or radio
84
Q9_5 - Travel
-,171
,057
-,256 -3,013 ,003
-,284
-,059 -,133
-,240
agents
-
,705
,215
Q9_6 - Travel
-,085
,041
-,164 -2,086 ,039
-,165
-,004 -,080
-,168
books and
-
,825
,149
brochures Q5_1With
,365
,185
,145
1,967 ,051
-,002
,731
,108
,159 ,140
,932
,356
,110
,235
3,226 ,002
,138
,574
,164
,256 ,230
,952
which type of transport did you cover the most distance during your travel in the Netherlands? Rental car Q6_3 At which type of accommodation did you stay most nights during your travel in the Netherlands? Youth Hostel
Table 12: Exploratory Linear Regression - Variables with a t-value higher than 1.5: Coefficients. Source: Author.
Model Summary Std. Error of
Model 1
R ,472
a
Change Statistics
R
Adjusted R
the
R Square
F
Square
Square
Estimate
Change
Change
,223
,197
,576
,223
8,644
Sig. F df1
df2 5
Change
151
,000
a. Predictors: (Constant), Q5_1With which type of transport did you cover the most distance during your travel in the Netherlands? Rental car, Q4_5 - I traveled to the Netherlands because of the quality of tourist places, Q9_5 - Travel agents, Q6_3 At which type of accommodation did you stay most nights during your travel in the Netherlands? Youth Hostel, Q9_6 - Travel books and brochures
Table 13: Exploratory Linear Regression - Variables with a t-value higher than 1.96: Model Summary. Source: Author.
85
Coefficientsa 95,0% Unstandardized Standardized Coefficients
Confidence
Coefficients
Interval for B
Std. Model
B
Error
1 (Constant)
3,846
,210
Q4_5 - I
,282
,053
-,118
,050
Collinearity Correlations
Statistics
Lower Upper ZeroBeta
T
Sig. Bound Bound order Partial Part Tolerance
18,274 ,000
3,431
4,262
5,370 ,000
,178
,386
-,175 -2,344 ,020
-,217
,395
,336
,400 ,385
VIF
,952 1,051
traveled to the Netherlands because of the quality of tourist places Q9_5 - Travel
-,018 -,133
-,187
agents Q9_6 - Travel
-
,920 1,087
,168 -,077
,039
-,148 -1,939 ,054
-,154
,001 -,080
books and
-,156
-
,888 1,127
,139
brochures Q6_3 At which
,339
,111
,224
3,065 ,003
,120
,557
,164
,242 ,220
,962 1,040
,419
,185
,167
2,269 ,025
,054
,784
,108
,182 ,163
,952 1,051
type of accommodation did you stay most nights during your travel in the Netherlands? Youth Hostel Q5_1With which type of transport did you cover the most distance during your travel in the Netherlands? Rental car a. Dependent Variable: Q15_1 - Likelihood to recommend
Table 14: Exploratory Linear Regression - Variables with a t-value higher than 1.96: Model Summary. Source: Author.
86
Descriptive Statistics Mean Q3_1 - I want to see
Std. Deviation
a
Analysis N
a
Missing N
3,74
1,036
169
2
4,09
,837
169
0
3,64
,944
169
5
3,23
1,165
169
3
3,07
1,261
169
2
3,31
1,312
169
3
4,01
,954
169
2
3,66
,898
169
3
2,61
1,212
169
6
4,12
,837
169
0
3,65
,905
169
3
2,95
,865
169
5
3,39
,967
169
4
3,70
,889
169
4
3,07
1,055
169
5
something new and exciting Q3_2 - I want to enhance my knowledge and experience about a foreign country Q3_4 - I want to visit a country which most people value and appreciate Q3_6 - I can talk about my experience with other people when I return home Q3_7 - I can spend more time with my family and friends while traveling Q3_9 - This is the time I can be away from the routine of life Q3_10 - This is the time I can physically rest and relax Q4_1 - I want to see cultural and historic places Q4_2 - I want to experience Dutch food and beverages Q4_3 - I want to see natural scenery and landscape Q4_5 - I traveled to the Netherlands because of the quality of tourist places Q4_6 - I traveled to the Netherlands because of the reasonable price Q4_7 - I traveled to the Netherlands because of the variety of tourist attractions Q4_8 - I traveled to the Netherlands because of the safety and security Q4_9 - I traveled to the Netherlands because festival and recreation activities
87
Q4_10 - I traveled to the
2,58
1,075
169
5
4,36
,717
169
3
3,69
1,121
169
6
Q9_3 - Family and friends
2,96
1,037
169
6
Q9_4 - TV or radio
1,76
,903
169
8
Q9_5 - Travel agents
1,66
,964
169
8
Q9_6 - Travel books and
2,93
1,223
169
6
2,34
1,083
169
23
Q14_1 - Cost
2,74
1,081
169
10
Q14_2 - Too busy with other
3,14
1,142
169
7
Q14_3 - Too far to travel
3,23
1,185
169
9
Q14_4 - Lack of transport
2,99
1,258
169
9
Q14_5 - Someone to travel
2,40
1,281
169
12
2,17
1,216
169
12
2,68
1,197
169
11
2,49
1,174
169
11
Q14_9 - Language barriers
2,01
1,077
169
10
Q14_10 - Worried about
1,64
,945
169
12
1,43
,773
169
12
Netherlands because of the variety of shopping places Q9_1 - Internet search engine Q9_2 - Travel forums and blogs
brochures Q9_7 - Social media (e.g. Weibo, Wechat, Qzone)
activities
with (lack of company) Q14_6 - Worried about safety Q14_7 - Difficult to get information Q14_8 - Don't know where to go
cultural differences Q14_11 - Worried about safety of food a. For each variable, missing values are replaced with the variable mean.
Table 16: PCA – Descriptive statistics
KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity
,723
Approx. Chi-Square
1562,866
df
561
Sig.
,000
88
Table 17: PCA – KMO and Bartlett’s Test
Total Variance Explained Extraction Sums of Squared
Rotation Sums of Squared
Loadings
Loadings
Initial Eigenvalues % of
% of
% of
Component Total Variance Cumulative % Total Variance Cumulative % Total Variance
Cumulative %
1
5,761
16,944
16,944 5,761
16,944
16,944 4,249
12,496
12,496
2
3,255
9,575
26,519 3,255
9,575
26,519 3,776
11,105
23,601
3
2,560
7,529
34,048 2,560
7,529
34,048 3,552
10,447
34,048
4
1,929
5,673
39,721
5
1,787
5,257
44,978
6
1,471
4,327
49,304
7
1,374
4,040
53,345
8
1,221
3,591
56,935
9
1,087
3,197
60,132
10
1,077
3,166
63,299
11
,993
2,921
66,219
12
,947
2,786
69,005
13
,857
2,520
71,525
14
,803
2,362
73,887
15
,763
2,244
76,132
16
,708
2,082
78,214
17
,699
2,056
80,270
18
,659
1,938
82,208
19
,611
1,796
84,004
20
,601
1,767
85,771
21
,570
1,677
87,448
22
,504
1,481
88,929
23
,464
1,364
90,294
24
,429
1,260
91,554
25
,399
1,173
92,727
26
,384
1,130
93,857
27
,331
,974
94,830
28
,312
,918
95,748
29
,293
,863
96,611
30
,286
,841
97,452
31
,266
,782
98,234
32
,231
,679
98,913
33
,201
,590
99,503
34
,169
,497
100,000
89
Extraction Method: Principal Component Analysis.
Table 18: PCA – Total Variance Explained
Rotated Component Matrixa Component 1
2
3
Q3_1 - I want to see
,503
something new and exciting Q3_2 - I want to enhance my
,642
knowledge and experience about a foreign country Q3_4 - I want to visit a
,606
country which most people value and appreciate Q3_6 - I can talk about my
,543
experience with other people when I return home Q3_7 - I can spend more
,365
time with my family and friends while traveling Q3_9 - This is the time I can
,461
be away from the routine of life Q3_10 - This is the time I
,420
can physically rest and relax Q4_1 - I want to see cultural
,503
,333
and historic places Q4_2 - I want to experience
,650
Dutch food and beverages Q4_3 - I want to see natural
,464
,368
,537
,458
scenery and landscape Q4_5 - I traveled to the Netherlands because of the quality of tourist places Q4_6 - I traveled to the
,633
Netherlands because of the reasonable price Q4_7 - I traveled to the
,611
Netherlands because of the variety of tourist attractions
90
,321
Q4_8 - I traveled to the
,503
Netherlands because of the safety and security Q4_9 - I traveled to the
,311
,461
Netherlands because festival and recreation activities Q4_10 - I traveled to the
,466
Netherlands because of the variety of shopping places Q9_1 - Internet search
,506
engine Q9_2 - Travel forums and
,377
blogs Q9_3 - Family and friends Q9_4 - TV or radio
,411
,466
Q9_5 - Travel agents
,316
,416
Q9_6 - Travel books and
,428
brochures Q9_7 - Social media (e.g.
,382
Weibo, Wechat, Qzone) Q14_1 - Cost
,473
Q14_2 - Too busy with other
,367
activities Q14_3 - Too far to travel
,436
Q14_4 - Lack of transport
,599
Q14_5 - Someone to travel
,600
-,305
,375
with (lack of company) Q14_6 - Worried about
,685
safety Q14_7 - Difficult to get
,672
information Q14_8 - Don't know where to
,596
go Q14_9 - Language barriers
,599
Q14_10 - Worried about
,561
,408
,604
,422
cultural differences Q14_11 - Worried about
,325
safety of food Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. a. Rotation converged in 10 iterations.
Table 19: PCA – Rotated Component Matrix. Source: Author.
91
Case Summariesa
Case Number
A-R factor
A-R factor
A-R factor
score 1 for
score 2 for
score 3 for
analysis 8
analysis 8
analysis 8
1
1
1,44095
-,33225
-,58634
2
2
1,73526
-,95052
-,83620
3
3
,91491
-1,04075
,44798
4
4
-,36174
-2,24906
-2,16014
5
5
,04994
-1,41611
-2,16580
6
6
-,05176
-1,08567
,32304
7
7
,98511
-,82732
1,05733
8
8
,13325
1,65124
,83850
9
9
-,01624
-,73612
,02824
10
10
,20238
-,92038
-1,15494
11
11
,90494
,50372
,93801
12
12
-1,87211
,15364
,64053
13
13
-1,37229
,25445
-,61748
14
14
-,81022
-,72550
1,27429
15
15
-,23553
-,31453
1,09363
16
16
1,69643
2,58834
,24969
17
17
,52789
,53208
-,26914
18
18
-1,74853
,65149
,56353
19
19
1,62403
1,10531
-,10255
20
20
-,49764
-,06849
,46239
21
21
,84802
,11131
-,99070
22
22
,52305
-1,34220
-1,20619
23
23
1,12721
1,04049
-,59753
24
24
-2,43033
,60139
-,25512
25
25
-,90034
,73574
1,26751
26
26
-,17623
,42107
-,26493
27
27
-,69056
,24372
,15353
28
28
,21043
-,42927
1,60823
29
29
,26813
,13343
1,15086
30
30
1,24884
-1,61386
,53097
31
31
-1,90908
1,01800
-1,50916
32
32
-,19099
-1,08999
,13078
33
33
,15101
1,06918
-2,13741
34
34
-1,16048
,24781
,31618
35
35
1,00375
,05476
-,72121
92
36
36
,09800
,67409
-,44288
37
37
1,23595
-,50735
-2,48279
38
38
-1,28781
1,36702
-1,57407
39
39
1,51484
,04163
,79029
40
40
-,18080
-1,77991
,46240
41
41
-1,20850
,67749
,46257
42
42
-,47653
1,36068
-,85717
43
43
-,35029
,70556
-,24601
44
44
-,00359
,68637
1,39413
45
45
-1,33186
,41935
-,60042
46
46
1,05860
1,37535
-,43761
47
47
-,23246
,61806
-,65979
48
48
1,06106
-1,03824
-,49721
49
49
-,62499
1,09187
-,96954
50
50
-1,90284
,44011
-,91272
51
51
-,97074
-,04454
1,07049
52
52
-,34262
-,98308
,54200
53
53
-,05119
,28125
-,50689
54
54
,09121
-,46453
-,40719
55
55
-,85385
-1,97159
-1,39612
56
56
,26556
,36250
-1,62156
57
57
-,25930
,28648
-,93907
58
58
1,69252
,05844
,92184
59
59
-,01197
-,06980
,25049
60
60
1,01635
,41326
-1,31519
61
61
,40810
-,30833
,56348
62
62
,24788
-1,08707
-,03554
63
63
-,66340
-,17509
,43562
64
64
-1,48954
2,15881
-1,47252
65
65
,98311
,81552
,30705
66
66
-,10966
-,45251
,03625
67
67
-1,53709
,43451
-1,07843
68
68
-,74495
-1,32644
2,39882
69
69
-,57316
-,19588
,97823
70
70
-,88779
1,18493
,90284
71
71
,56479
,54006
-,10227
72
72
-,53282
-1,04554
,75663
73
73
-,90895
-,08861
1,28131
74
74
,26322
-,21575
,52689
75
75
-1,94802
1,30158
-,80581
76
76
-,16984
-,30257
-,36283
93
77
77
,53268
-1,55028
1,44725
78
78
-,06068
-,01674
-1,76803
79
79
1,27845
-,14181
1,78182
80
80
-,54500
,24871
,63843
81
81
-1,99569
,92646
,94577
82
82
,78276
-,60881
1,45252
83
83
,16086
-1,45640
,83941
84
84
,16086
-1,45640
,83941
85
85
-1,73152
,12135
-,58025
86
86
-,54737
-1,38604
-,91600
87
87
-,30965
-,82220
,46880
88
88
,60923
-1,71612
1,15297
89
89
,58685
-1,33079
-,61544
90
90
,83894
,32132
-1,27751
91
91
,91996
1,11731
-1,40300
92
92
1,07820
-2,29618
1,25260
93
93
-,27758
,16623
1,01514
94
94
-,83356
-,46554
,82167
95
95
,08441
-1,32731
-2,51561
96
96
-1,04368
-,07870
,88779
97
97
-,43224
-1,00425
,22250
98
98
,46831
,64839
1,92828
99
99
-1,34637
,93937
-,41704
100
100
,33418
-,62701
-1,47282
101
101
3,72701
2,97950
1,55212
102
102
,99388
3,10510
,40269
103
103
,83778
-,24141
-,86580
104
104
,26210
1,36218
-,20131
105
105
-1,12376
1,67804
,98603
106
106
-,41779
,22557
-,22380
107
107
-,20843
,86844
,59211
108
108
-,88520
-,36723
1,25442
109
109
-,42414
-,85529
-,71538
110
110
-2,52478
,70384
1,12349
111
111
1,76094
1,87804
,07573
112
112
,13128
1,06254
1,85533
113
113
-1,49598
-,18159
-,85737
114
114
1,81438
-,12813
1,20313
115
115
-,32570
,07559
-1,70027
116
116
1,31898
-,52082
-,63028
117
117
1,70729
-,20441
,03981
94
118
118
,29593
-,88779
-,30604
119
119
,53962
1,27535
1,41167
120
120
-,11621
,13840
-,16760
121
121
,27652
-1,04265
,41118
122
122
,77739
1,29026
-1,24197
123
123
-,38788
,71013
-,29239
124
124
-,14353
-,19752
,10455
125
125
,05018
-,04570
-,57234
126
126
-,20558
,77453
,22476
127
127
,80101
,59933
,81384
128
128
,52752
1,02887
,58573
129
129
-2,13278
-,41751
1,10012
130
130
,52482
-1,70469
,29312
131
131
1,19005
,35704
,07848
132
132
,80583
-,45645
-,49771
133
133
-,08513
,12883
-,10017
134
134
,00654
-1,42037
-1,23622
135
135
-1,95304
,34851
2,52789
136
136
-1,22279
-,91230
,66459
137
137
,48175
,98549
,57092
138
138
-,42318
-1,47461
-,69228
139
139
-,93683
-,27279
,05460
140
140
-,29415
-,14885
-,51113
141
141
,45948
-,58112
,06547
142
142
,41687
-1,59775
-,20878
143
143
2,34844
1,41655
,68210
144
144
,54226
,29374
-,47284
145
145
-,28300
,93201
-,29850
146
146
-1,51945
-,48585
1,39005
147
147
-,50431
,55642
-,20753
148
148
,67837
-1,77725
,62613
149
149
,68141
-1,69622
-,29405
150
150
1,40597
-,22313
,03933
151
151
,51628
,53674
,87247
152
152
-,32867
,51431
,35276
153
153
-,73968
-,31250
-,42182
154
154
,88473
,41759
-,70864
155
155
-1,20605
,30059
,15507
156
156
-,35625
-,78461
-,31767
157
157
-,98355
,70353
-1,27627
158
158
,07772
-,72801
-,10211
95
159
159
-,32092
,02587
-,82890
160
160
,92894
,90971
-,48947
161
161
,17676
,63800
,76562
162
162
,21901
1,09875
-3,36042
163
163
,11808
-1,19817
-,94679
164
164
1,06181
1,72540
-,29264
165
165
-1,14423
,66903
,90629
166
166
,47972
,10675
-,39496
167
167
1,13634
-1,03724
1,11266
168
168
,75016
-,59289
-,18786
169
169
,24941
-1,34352
,14028
169
169
169
Total
N
a. Limited to first 169 cases.
Table 20: PCA – Case Summaries. Source: Author.
Model Summary Std. Error of
Model
R
1
,269
a
Change Statistics
R
Adjusted R
the
R Square
F
Square
Square
Estimate
Change
Change
,073
,056
,621
,073
Sig. F df1
4,306
df2 3
Change
165
,006
a. Predictors: (Constant), A-R factor score 3 for analysis 8, A-R factor score 2 for analysis 8, A-R factor score 1 for analysis 8
Table 21: PCA – Linear Regression: Model Summary. Source: Author.
Model Summary Std. Error of
Model 1
R ,272
a
Change Statistics
R
Adjusted R
the
R Square
F
Square
Square
Estimate
Change
Change
,074
,063
,626
,074
6,468
Sig. F df1
df2 2
162
Change ,002
a. Predictors: (Constant), Q3and4TotalMean, Q14TotalMean
Table 23: PCA – Linear Regression: Model Summary. Source: Author.
10.
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