An exploratory study of the travel motivation of Chinese female outbound tourists

Females have received increasing attention in the travel industry as a unique market segment. Yet there have only been limited empirical inquiries into their travel behaviors, particularly those of Chinese female tourists. This study aims to fill that gap by investigating the travel motivation and behavioral patterns of Chinese female travelers in the context of outbound travel to Hong Kong. Four push and five pull motivational factors are identified. They are knowledge and prestige, enhancement of social relationships, rest and relaxation, adventure and excitement, modern image, natural environment and attractions, safety and cleanliness, ease of tour arrangement, and shopping, respectively. The motivational factors are examined in relation to situational factors, with respondents' marital status found to be the most influential. The findings are examined in the context of Chinese society as well as the rising significance and uniqueness of Chinese tourism; practical and theoretical implications are discussed.School of Hotel and Tourism Managemen