A study on chinese tourists’ travel behaviour preferences in european seaside resorts: the case of mallorca

[eng] Research on the behavioural preferences of different types of tourists in holiday destinations is a requirement for market segmentation in today's era of mass tourism. This paper mainly uses the content analysis method to conduct a statistical and descriptive analysis of the tourist behaviour preferences of Chinese tourists, taking Mallorca, an important European seaside resort, as a case. It concludes that there is little variation in Chinese tourists' preferences for different tourist attractions on Mallorca. Then the individual differences of preferences and the influence of tourism resources and information on behavioural preferences are explained. Finally, possible suggested measures to attract Chinese tourists to Mallorca and other similar holiday destinations are provided in response to the findings