International Students’ Travel Behaviour: A Cross-cultural Study of Mainland and Hong Kong Chinese in the UK

The study on consumer behaviour is popular among all industries, and tourism industry is gaining more focus. A comprehensive understanding of tourist behaviours enables the tour marketers and operators to grasp further market share. Chinese International student both from Mainland and Hong Kong are noticeable segments in the UK with considerable profit could be explored. Few researches have been conducted tourists’ behavious research among International students. Furthermore, no such studied in cultural influence on their behaviours with comparison between sub-cultures: Mainland Chinese and Hong Kong Chinese. Accordingly, a detailed literature review on the relevant cultural issues has been reviewed. With a purpose to explore the dissimilarity of their tourists’ behavioural characteristics, this research utilised both secondary and primary data, and mixed research method was employed. As for the implication, this research contributes to tour operators in the UK in understanding, targeting and marketing the millions of Chinese International students from dissimilar cultural backgrounds. It is hoped that after this research, the value of this segment will be noted by local tour operators, and more effective marketing strategies as well as tailored services will be launched out