THE UK MARKET FOR TOURISM IN CHINA

An analysis and segmentation of the UK tourism market for China is performed, based on the evaluation of holiday activities by visitors. Using the results of questionnaire data, a uni-factor analysis tests the hypothesis that visitors have similar holiday activity expectations. The single dominant factor identified partially confirms the hypothesis. A subsequent factor analysis identifies seven more, each associated with a package of activities. Cluster and stepwise regression analyses link the factors to the socioeconomic, demographic, and travel characteristics of the respondents, and a useful market segmentation is achieved. The implications of the findings for marketing China's international tourism are discussed.