Understanding the Chinese Tourist: A study of cultural traits and tourist travel characteristics in Edinburgh.

Abstract

The purpose of research project to gain an understanding of the Chinese tourist, including tourist characteristics, cultural traits and expectations when visiting Edinburgh. The objectives to achieve this are as follows (i) to gain an understanding of the characteristics and tourist profile of the Chinese tourist in Edinburgh; (ii) gain an understanding of Chinese tourist cultural needs and expectations; (iii) to determine how the tourism services in Edinburgh can be improved to satisfy the needs of these Chinese tourists after understanding their individual behaviours. A mixed methods pragmatism approach was adopted in the study, using both inductive and deductive research in tandem to address the overarching nature of the research problem with multiple levels of influence. In order to gain a deeper understanding of the Chinese tourist, five semi structured expert interviews and forty six self completed surveys were conducted and gathered. Key findings showed that a greater understanding of the Chinese tourist is required with regards to the characteristics and profile, cultural needs and awareness. Overall, findings satisfied the research objectives outlined, resulting in the research aim being met. Recommendations for further research will also be discussed.