Investigating Resort Attribute Preferences of Chinese Consumers: A Study of the Post-1980s and their Predecessors

Chinese travelers have become a priority market source and segment, particularly for resort vacationing, the rising star of the hospitality industry. Using survey data collected from recent resort visitors, the results show that the overall Chinese resort market is relatively homogeneous. The Post-1980s share similar resort preferences with prior generations, such as short stays, limited interest and engagement in onsite activities, and a strong emphasis on intangible hotel-related attributes. In explaining the unique Chinese resort market, the linkage between personal values and resort attribute preferences is investigated. The results suggest personal values associated with the Chinese traditional culture exert confounding influences on Chinese consumers' consumptive preference.