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A Case Study on the Tourist Impact Perception of Chinese Residents about Beijing Olympic Games

Yingzhi Guo, Ph.D. Fudan University, Shanghai, China Shanghai, China 2009

A Case Study on the Tourist Impact

Perception of Chinese Residents about

Beijing Olympic Games

Yingzhi Guo

Department of Tourism, Fudan University

Shanghai, China

[email protected]

[email protected]



Data

Source

Study

Purpose

Literature

Review

Study

Findings

Conclusion

Limitation

Study

Background



Study

Background

The 29th Olympic Games are held in Beijing.

More international and domestic travelers

pay more attention to Beijing and China.

More international and domestic travelers would like to

visit Beijing and China after Beijing Olympic Games.

Chinese residents’ life are greatly influenced

by tourist industry because of this mage-event.

A Case study on the tourist impact perception

of Chinese residents about 2008 Beijing Olympic Games



Study

Background

Literature

Review



Economic Impacts on

Olympic Games

Literature

Review

Danny O’Brien. Event business leveraging the Sydney 2000 Olympic Games [J].

Annals of Tourism Research, 2006, Vol. 33, No. 1, pp240-261.

Andrew Myer, Chet Chaffee. Life-cycle analysis for design of the Sydney Olympic

Stadium [J]. Renewable Energy, 1997, Vol.10, No2/3, pp 169-172.

Jianmei Zhou, and Xiangbo Huang (2002). The analysis of the economic impact concerned the Olympic Games

promotion. Study Journal of Wuhan Sport College, Vol.36, No.3, pp27-29. (in Chinese)

Jie Dong. Reports on Beijing Olympic Games [J]. China Sport Technology, 2004, Vol. 40, No.1, pp34-37. (In Chinese)

Xian Peng, and Zhonggan Yn. The impact on the host city caused by Olympic Games and its rule [J].

Study Journal of Shanghai Sport College, 2006, Vol.30, No.2, pp1-7. (In Chinese)

Xian Peng, and Zhonggan Yn. The impact on the host city caused by Olympic Games and its rule [J].

Study Journal of Shanghai Sport College, 2006, Vol.30, No.2, pp1-7. (In Chinese)

Jing Wang, and Zhenliang Chen. Economic value analysis of Beijing Olympic Games [J].

Enterprise Economy, 2005, Vol.293, No.1, pp16-17. (in Chinese)

Kecheng Sun. Analysis and study on the economic benefit of modern Olympic Games [J].

Group Economic Research, 2007, Vol.233, No.6, pp30-31. (In Chinese)

Qiuju Luo. Major world events on tourism activities and the impact on China's Inspiration [J].

Business Research. 2003, Vol.271, No.11, pp150-152. (in Chinese)

Yu Tao. A study on the Olympic Games and the host country’s inbound tourism [J].

China Sport Technology, 2004, Vol.40, No.1, pp38-40. (in Chinese)



Economic Impacts of

Olympic Games

Literature

Review

Social Impacts of

Sports Games



Social Impacts on

Sports Games

Literature

Review

Scott H. Decker, Sean P. Varano and Jack R. Greene. Routine crime in exceptional times: The impact of the

2002 Winter Olympics on citizen demand for police services [J]. Journal of Criminal Justice, 2007, Vol 35, No 1, pp 89-101.

Chris W. Johnson. Using evacuation simulations for contingency planning to enhance the security and safety

of the 2012 Olympic venues. Safety Science [Online] 2007, 20 August 2007. www.elsevier.com/locate/ssci

Sophie Lalande, MSc, and James Christopher Baldi. Left ventricular mass in Elite Olympic weight lifters [J].

The American Journal of Cardiology, 2007, Vol.100, No.7, pp1177-1180.

Samuel Seongseop Kim, and James F. Petrick .Residents’ perceptions on impacts of the FIFA 2002 World

Cup: the case of Seoul as a host city [J]. Tourism Management, 2005, Vol.26, No.2, pp25-38.

Weiping Li. The relationship between 2008 Beijing Olympic Games and Beijing residents’ happiness index [J].

Study Journal of Shanghai Sport College, 2007, Vol.30, No.2, pp160-162. (in Chinese)

Weiping Li, Guoqiang Long, and Xiaoming Li. Study on the impact of 2008 Beijing Olympic Games

on the human environment [J]. Sport and Sscience, 2007, Vol.28, No.1, pp44-46. (in Chinese)

Fangmei Liu. Impact factors of Olympic Games and its inspiration to Beijing Olympic Games [J].

Study Journal of Beijing Sport College, 2007, Vol.30, No.7, pp884-886. (in Chinese)

Yongshen Guan. Probe into the development of Economics and cultural industry of 2008 Beijing

Olympic Games [J]. Sports and Sciences, 2005, Vol.26, No.1, pp36-39. (in Chinese)

Guohua Zhen, Shiyong Ding. Impact on cultural industry from Olympic Games [J].

Study magazine of Shanghai Sport College, 2006, Vol.21, No.5, pp397-400. (in Chinese)



Economic Impacts on

Olympic Games

Social Impacts of

Sports Games

Publicized on

Sports /MICE Events

Literature

Review



Publicized on

Sports /MICE Events



Hyun Jeong Kim, Dogan Gursoy, and Soo-Bum Lee. The impact of the 2002 World Cup on South Korea:

comparisons of pre- and post-games [J]. Tourism Management, 2006, Vol.27, No.2, pp86-96.

Choong-Ki Lee, Yong-Ki Lee, and BongKoo Lee. Korea’s destination image formed by the 2002 World

Cup [J]. Annals of Tourism Research, 2005, Vol.32, No.4, pp839-858.

Andrew Smith. Re-imaging the city: The Value of Sport Initiatives [J]. Annals of Tourism Research,

2005, Vol.32, No.1, pp217-236.

Xin Li, and Renshu Zuo. MICE in Chendu and Urban Marketing [J]. Journal of Southwestern Ethnic

University (Edition of Human and Social Science), 2006, Vol.26, No.4, pp153-155. (in Chinese)



Current Situations &

Development Trends

Literature

Review

Social Impacts of

Sports Games

Publicized on

Sports /MICE Events

Factors on

Tourist Motivation



Factors on

Tourist Motivation

Hua Zhao, Yaofen Ma, CongCong Xu. The empiric study on the motivations and the impact factors of

inbound tourists [J]. Business Research, 2006, Vol.354, No.22, pp41-45. (in Chinese)

Sumei Yu. Motivation Survey and Analysis on the different groups for joing tourist sporting activities [J].

Journal of Guangzhou Sports Colleges, 2007, Vol.27, No.7, pp20-23. (in Chinese)

Chulwon Kim. Cross-cultural perspectives on motivation [J]. Annals of Tourism Research,

1998, Vol.25, No.4, pp202-215.

Iso-Ahola S. E. Toward a social psychology theory of tourism motivation: a rejoinder [J].

Annals of Tourism Research, 1982, No.9, pp256-262.

Choong-Ki Leea, Yong-Ki Leeb, and Bruce E. Wicksc. Segmentation of festival motivation by nationality

and satisfaction [J]. Tourism Management, 2004, Vol.25, No.1, pp61-70.

SooCheong (Shawn) Janga, and Chi-Mei Emily Wu. Seniors’ travel motivation and the influential factors:

An examination of Taiwanese seniors [J]. Tourism Management, 2006, Vol.27, No.2, pp306–316.

Nancy G. McGehee, Kyungmi Kim, and Gayle R. Jennings. Gender and motivation for agri-tourism

entrepreneurship [J]. Tourism Management, 2007, Vol.28, No.2, pp280-289.

Nam-Su Kim, and Laurence Chalip. Why travel to the FIFA World Cup? Effects of motives, background,

interest, and constraints [J]. Tourism Management, 2004, Vol.25, No.3, pp695-707.

Heather J. Gibson, Cynthia Willming, and Andrew Holdnak. Small-scale event sport tourism:

fans as tourists [J]. Tourism Management, 2003, Vol.24, No.1, pp181-190.



Economic Impacts on

Olympic Games

Literature

Review

Social Impacts of

Sports Games

Publicized on

Sports /MICE Events

Factors on

Tourist Motivation

Perception on

Tourist Motivation



Perception on

Tourist Motivation

Environmental

Perception on

Tourist Motivation

Image

Perception on

Tourist Motivation

Cultural

Perception on

Tourist Motivation

Scott H. Decker, Sean P. Varano and Jack R. Greene. Routine crime in exceptional times: The impact of the

2002 Winter Olympics on citizen demand for police services [J]. Journal of Criminal Justice, 2007, Vol 35, No 1, pp 89-101.

Chris W. Johnson. Using evacuation simulations for contingency planning to enhance the security and safety

of the 2012 Olympic venues. Safety Science [Online] 2007, 20 August 2007. www.elsevier.com/locate/ssci

Sophie Lalande, MSc, and James Christopher Baldi. Left ventricular mass in Elite Olympic weight lifters [J].

The American Journal of Cardiology, 2007, Vol.100, No.7, pp1177-1180.



Chulwon Kim. Cross-cultural perspectives on motivation [J]. Annals of Tourism Research,

1998, Vol.25, No.4, pp202-215.

Daniel C. Funk, and Tennille J. Bruun. The role of socio-psychological and culture-education motives

in marketing in marketing international sport tourism: A cross-cultural perspective [J]. Tourism Management,

2007, Vol.28, No.4, pp806-819.

Darya Maoz. Backers’ motivations, the role of culture and nationality [J]. Annals of Tourism Research,

2007, Vol.34, No.1, pp122-140.

Janet Chang, Geoffrey Wall, and Shi-Ting (Tim) Chu. Novelty seeking at aboriginal attractions [J].

Annals of Tourism Research, 2006, Vol.33, No.3, pp729-747.

Asuncio`n Beerli Josefa D. Martı´n. Factors influencing destination image [J]. Annals of Tourism Research,

2004, Vol.31, No.3, pp657-681.

Denver Severt, Youcheng Wang, Po-Ju Chen, and Deborah Breiter. Examining the motivation,

perceived performance, and behavioral intentions of convention attendees: Evidence from a regional

conference [J]. Tourism Management, 2007, Vol.28, No.3, pp399-408.



Economic Impacts on

Olympic Games

Literature

Review

Social Impacts of

Sports Games

Publicized on

Sports /MICE Events

Factors on

Tourist Motivation

Perception on

Tourist Motivation

Chinese papers in tourism

mainly were from the

subjective view of supply

market.

English papers in tourism

mainly were from the

objective view of demand

market.

The method of Chinese papers

in tourism mainly focused on

quality study, especialy on

report for government.

The method of English

papers in tourism mainly

focused on both quantity and

quality study.



Study

Purpose

Literature

Review

Study

Background



Study

Purposes

The Features of Tourist Impact Perception of Beijing Olympic Games

The Features of Tourist Motivations for Participation

in Beijing Olympic Games

The Correlation between Tourist Impact Perception &

Tourist Motivations for Beijing Olympic Games

Cluster Analysis of the Potential Participators for Beijing Olympic Games

The Perceived Effects of Information Channels for Beijing Olympic Games



Data

Source

Study

Purpose

Literature

Review

Study

Background



Data

Sources

Data

Source

Quality Analysis Quantity Analysis

Second-hand

Data

First-hand

Data



Survey

Provinces/Cities

First-hand

Data

The Potential developed Areas

in North, South and Middle

of China

The Economic Developed Areas

in North, South and Middle

of China

The land of China

is very large

Shanghai, Anhui

Heilongjiang, Beijing

Hunan, Guangxi



Survey Spots

International Airport

Residents’ Community

Hotels & Restaurants

Shopping Centers

Scenic Spots



Survey Period

From July to August of 2007

From January to February of 2008



800

questionnaires

Survey Samples

668

effective questionnaires



Literature

Reviews

Pre-

Test

In-depth

Interviews

Survey Questionnaires

Non-

Tourists

Local

Residents

Local

Residents

Non-

travelers

Demographic

Profiles

Tourist

Perception

Tourist

Publicized

Tourist

Motivation

Data Analysis

Questionnaire

Design



Questionnaire

Design

Structured Questions

Unstructured Questions

First Section Third SectionSecond Section

Tourism

Motivation

Socio

Demographic

Tourism

Perception

Questionnaire

Contents



Interviews with over Ten General

Managers of Travel Agencies

& Officials from Government

Literature Review from International

& Domestic Academic Papers

Attribute Features

Items Attribute

of Questionnaires

Methodology



5-Point Likert-type Scale

Strongly Agree (7)Neutral Agree (4)Strongly Disagree (1)

Measurement of

Items Attributes



Factor

AnalysisTo indicate Tourist Motivation of

Chinese Residents

about Beijing Olympic Games

Tourist

Motivation

To indicate Tourist Perception of

Chinese Residents


Tourist

Perception

Quantity

Method

Correlation

Analysis

To indicate the relationship between

Tourist Perception and Tourist Motivation of

Chinese Residents about Beijing Olympic Games

Tourist

Relationship

Cluster

Analysis

To indicate the Differences of

Tourist Perception of Chinese Residents


Tourist

Relationship

Frequency

Analysis

To indicate the Tourist Publicized

Effects on Chinese Residents


Tourist

Publicized



Data

Source

Study

Purpose

Literature

Review

Study

Findings

Study

Background



Demographic Profile of Respondents (1)

Female

51%

Male

49%

Gende

r

Below mid-

school

8%

Senior high

school/

Vocational

School

17%

Secondary

technical

school

10%

Technical

collogue

20% University

37%

Above the

graduate

education

8%Education Level

Below

2000

34%

2000-3999

31%

4000-5999

16%

6000-7999

6%

8000-9999

6%

Above

10000

7%

Monthly Family

Income



Demographic Profile of Respondents (2)

Government officer

11%Technology experts

9%

Business employees

35%

Students

24%

Farmer & Worker

3%

Teacher

5%

Housewife

6%

Servicemen

2%

O thers

5%Occupation

Below 16

3%16-25

29%

26-35

25%

36-45

20%

46-55

13%

55-65

7%

Above 66

3%

Age



Study

Results




Factor Analysis on the Impact Perception of Chinese

Residents about Beijing Olympic Games

Impact perception MeanFactor

Loading

characte

r

ro

ot

Valid

perce

nt％

Cumulative

Percen

t

%

Validity Test

Enhancement to society 4.05 8.65 30.90 30.90 0.873

Improvement of job opportunity 4.05 0.806

Improvement of social imagine 4.08 0.761

Strengthen community pride 4.12 0.699

Economic benefit to the government 3.94 0.681

Let the world know more of China 4.34 0.623

Expansion of publicity 3.82 0.541

Protection of Chinese Culture 4.01 0.517

Enhancement to the facility

building

4.06 0.508

Society Cost 2.81 3.76 13.42 44.32 0.854

The pressure of service facilities

won’t increase

2.65 0.839

Traffic congestion won’t increase 2.54 0.789

The deterioration of the local 3.07 0.740

Environment

Impression

Enhancement

to Society

Promotional

Impact

Impact

on Individual

Living &

Job Impact

Society

Cost

Impact

Perception



Important Attributes of Tourist Impact Perception

of Chinese Residents about Beijing Olympic Games

4.05

2.81

3.683.6

3.763.58

0 1 2 3 4 5

Enhancement to society

Society Cost

Promotional impact

Impact on the individual

Environment impression

Living and job impact



Study

Results






Factor Analysis of Tourist Motivations of Chinese Residents

for Participation in Beijing Olympic Games

Motivations MeanFactor

Loading

characte

r root

Valid

percent

（％）

Cumulative

Percent (%)Validity Test

Search for new things 3.45 10.11 30.64 30.64 0.847

Search for sport curiosity 3.40 0.756

Preference of sport event 3.20 0.703

Drive of curiosity 3.44 0.692

Excitement 3.56 0.652

Satisfaction of individual’s needs 3.54 0.560

Experience of fresh things 3.68 0.489

Participation in the sport event 3.33 0.445

Culture experience 3.72 2.07 6.28 36.92 0.838

To experiencing foreign custom and

cultural resource

3.73 0.784

To experiencing foreign sport and

tourism resource

3.71 0.736

To learn cultural and sport resource of

the Olympic Games

3.75 0.690

To increasing the knowledge of

foreign countries

3.69 0.669

To experiencing curios sport travel 3.59 0.567



Culture experience

To experiencing foreign custom and c

ultural resource

To experiencing foreign sport and tou

rism resource

To learn cultural and sport resource o

f the Olympic Games

To increasing the knowledge of forei

gn countries

To experiencing curios sport travel

To feeling local culture, sport and tou

rism

Avoidance and relaxation

Relief annoy

Moderate the theme of life

Avoidance of life routine

Decrease the pressure of life

Family relationship

To enjoy the time with famil

y

Enhancement to family relati

onship

The common habit in the fa

mily

Let family know more about

foreign resource

Sport participation

Participation with friends

Watch the display of sport

See the athlete from the al

l world

Communicate with differ

ent persons

Attraction of souvenir Fuwa

Like Fuwa

Uniqueness of Fuwa

Olympic Experience

The souvenir is important

income

The special meaning of B

eijing Olympic Games

The significant of souveni

r

Feeling unique event atm

osphere

Social communication

To participate into Beijing

Olympic Games with trav

el group

To communicate with peo

ple owning different inter

est

Search for new things

Search for sport curiosity

Preference of sport event

Drive of curiosity

Excitement

Satisfaction of individual’s

needs

Experience of fresh things

Participation in the sport event

Important Attributes of Tourist Motivation

of Chinese Residents about Beijing Olympic Games

Search for

New ThingsSocial

Communication

Olympic

Experience

Attraction of

Souvenir Fuwa

Sport Participation

Culture

Experience

Avoidance

and Relaxation

Family

Relationship

Participation

Motivation



Study

Results








Factors Searching

for new

things

Culture

experienc

e

Relaxatio

n and

avoidance

Family

relationshi

p

Sport

participati

on

Attraction

of Fuwa

Olympic

participat

ion

Social

commu

nicatio

n

Enhancement to

society

Pearson

Coefficient

0.060 0.273** 0.035 0.064 0.366** 0.063 0.152 -0.162

Sig..(Two-tailed

test)

0.125 0.000 0.370 0.101 0.000 0.103 0.000 0.000

Social cost Pearson

Coefficient

0.170* 0.060 0.117** 0.128** -0.043 0.143** 0.145** 0.208**

Sig. (Two-tailed

test)

0.000 0.124 0.003 0.001 0.264 0.000 0.000 0.000

Publicity impact Pearson

Coefficient

0.076* 0.136** 0.021 0.099* 0.140** 0.197** 0.025 0.087*

Sig. (Two-tailed

test)

0.050 0.000 0.585 0.011 0.000 0.000 0.527 0.025

Influence on the

public

Pearson

Coefficient

0.147** 0.210** 0.085* 0.202** 0.147** 0.033 0.037 0.012

Sig. (Two-tailed

test)

0.000 0.000 0.030 0.000 0.000 0.402 0.345 0.767

Environment

image

Pearson

Coefficient

0.101** 0.199** -0.023 0.148** 0.078* 0.119** 0.188** -0.019

Sig. (Two-tailed

test)

0.010 0.000 0.560 0.000 0.045 0.002 0.000 0.634

Impact on life

and job

opportunities

Pearson

Coefficient

0.144** 0.144** 0.123** -0.056 -0.011 0.061 0.120** 0.045

Sig. (Two-tailed

test)

0.000 0.000 0.002 0.147 0.776 0.114 0.002 0.247

Enhancement to society

Influence on the public

Publicity impact

Environment image

Social cost

Impact on life and jo

b opportunities

Impact Factors

Searching for new thin

gs

Motivations

Relaxation /avoidance

avoidance

Culture experience

Family relationship

Sport participation

Attraction of Fuwa

Social communication

Olympic participation

participation

The Correlation between Tourist impact perception & Tourist

of Chinese Residents for Participation in Beijing Olympic Games



Study

Results






Analysis of the Cluster Groups of Potential Participators

for Beijing Olympic Games



Cluster Analysis of the Potential Participators


Impact factor

Life-

concerning

cluster

Social

Responsibilit

y cluster

Publicity-

concerning

cluster

F Value P Value

Enhancement to

society

0.788 1.414 -3.582 355.02 0.00

Society Cost -0.735 1.233 -1.007 28.14 0.00

Promotional impact -3.095 -1.158 0.834 11.36 0.00

Impact on the

individual

0.389 -0.535 1.706 35.70 0.00

Environment

impression

-1.054 2.844 0.630 4.35 0.01

Living and job impact 2.709 -4.206 -0.838 203.26 0.00

Samples 279 207 182



Demographic Profiles of Clusters for Respondent

Participators about Beijing Olympic Games

Demographic charactersLife-concerning cluster, Society concerning cluster Publicity Concerning cluster

N % N % N %

Gender male 143 51.25 102 50.00 95 52.49

female 136 48.75 102 50.00 87 47.51

Occup

ation

Government officer 9 3.23 21 10.29 24 13.19

Technology experts 8 2.87 20 9.80 19 10.44

Business employees 35 12.54 85 41.67 60 32.97

Students 2 0.72 41 20.10 44 24.18

Farmer & Worker 13 4.66 10 4.90 5 2.75

Teacher 10 3.58 9 4.41 8 4.40

Housewife 6 2.15 10 4.90 13 7.14

Servicemen 7 2.51 2 0.98 3 1.65

Others 48 17.20 6 2.94 6 3.30

Month

income

Below 2000 96 34.41 76 37.25 60 32.97

2000-3999 85 30.47 59 28.92 59 32.42

4000-5999 46 16.49 27 13.24 33 18.13

6000-7999 11 3.94 14 6.86 16 8.79

8000-9999 18 6.45 15 7.35 4 2.20

Above 10000 23 8.24 13 6.37 10 5.49

Educat

ion

Below mid-school 19 6.81 19 9.31 15 8.24

Senior high school/ Vocational

School

47 16.85 39 19.12 30 16.48



Cluster Analysis of the Potential Participators


00.5

11.5

22.5

33.5

44.5

5

Enhan

cem

ent t

o so

ciet

y

Societ

y Cost

Prom

otio

nal im

pact

Impac

t on

the i

ndivid

ual

Enviro

nmen

t im

pres

sion

Livin

g an

d jo

b impac

t

00.511.522.533.54 Life-concerning

clusterSociety-concerning

clusterPbulicity-concerning

cluster

Life-concerning Cluster

This group emphases the life perspective impact of Beijing Olympic games, which is close to the individual’s life.

Publicity-concerning Cluster

This group is influenced by the strong publicity of Beijing Olympic games, this cluster is more incline to join in the games

Social Responsibility Cluster

This group is the most responsible of the society in the three, who focus on the enhancement or the damage to the society brought by the games.



Study

Results






Analysis of the Cluster Groups of Potential Participators


The Effects of Publicizing Channels for Beijing Olympic Games



The Perceived Impacts of Information Channels

by Residents about Beijing Olympic Games

Rank Main Combination of Information Channels N %

1 Single Channel44

967.22%

2

( Newspaper/Magazine/Books ， TV/Broadcast/Film ), ( TV/Broadcast/Film,

Computer/Internet ) ,

( Friends/Relatives, TV/Broadcast/Film )

10

315.42%

3

( Friends/Relatives, Newspaper/Magazine/Books ,TV/Broadcast/Film ),

( Newspaper/Magazine/Books , TV/Broadcast/Film, Computer/Internet),

( Newspaper/Magazine/Books , TV/Broadcast/Film, Handbook )

85 12.72%

4

( Friends/Relatives, Newspaper/Magazine/Books,TV/Broadcast/Film,

Computer/Internet ),

( Newspaper/Magazine/Books , TV/Broadcast/Film, Computer/Internet,

Handbook)

19 2.84%

5( Friends/Relatives, Newspaper/Magazine/Books ,TV/Broadcast/Film,

Computer/Internet, Handbook )8 1.20%

6( Friends/Relatives, Hotel/Restaurant, Newspaper/Magazine/Books,

TV/Broadcast/Film, Computer/Internet, Handbook )3 0.45%

7

( Friends/Relatives, Travel Agency/Tour Guide, Hotel/Restaurant,

Newspaper/Magazine/Books, TV/Broadcast/Film, Computer/Internet,

Handbook, Direct Mailing )

1 0.15%



The Perceived Impacts of Information Channels by

Residents about Beijing Olympic Games

9%6%

7%

19%45%

10%4%

0% 0%

亲朋好友

旅行社/导游

酒店/饭店

报纸/杂志/书籍

电视/广播/电影

电脑/网络

宣传手册

直接的邮寄

其他

Friends/Relatives

Travel Agency/Tour Guide

Hotel/Restaurant

Newspaper/Magazine/Books

TV/Broadcast/Film

Computer/Internet

Handbook

Direct Mailing

Others



Information

Channels

Special

Theme

New Idea Rich

Content

Great

Publicati

on

Good

Living/Ea

sting

Good

Locatio

n

Deep

Impressi

on

Friends/Relativ

es

2.83 3.15 3.2 3.25 3.55 3.48 3.85

Travel Agency/

Tour Guide

2.93 3.24 3.52 3.59 3.69 3.66 3.66

Hotel/Restaura

nt

3.48 3.42 3.77 4 3.26 3.35 3.61

Newspaper/

Magazine/Book

s

3.72 3.52 3.67 3.93 3.51 3.57 3.92

TV/Broadcast/

Film

3.53 3.55 3.73 4.03 3.75 3.8 3.89

Computer/

Internet

3.48 3.52 3.61 3.57 3.86 3.91 3.91

Handbook 2.93 3.33 3.67 3.6 3.27 3.47 3.6

Direct Mailing 4 4 4 4 3.5 4 3.5

Others 2 2 2 2 1 1 1

x2 54.000a 63.000a 63.000a 63.000a 72.000a 72.000a 72.000a

The Relationship between Information Channels and

Perception Impacts of Chinese Residents




Study

Results






Cluster Analysis of the Potential Participators for Beijing Olympic Games

The Effects of Publicizing Channels for Beijing Olympic Games



Data

Source

Study

Purpose

Literature

Review

Study

Findings

Conclusion

&Limitation

Study

Background



Conclusion

There were main six factors of tourist impact

perception about Beijing Olympic Games

There were mainly eight tourist motivations for Chinese

residents about in Beijing Olympic Games

There were closed correlation between tourist impact

perception & tourist motivations for Beijing Olympic Games

There were different features for three cluster groups

of potential participators about Beijing Olympic Games

Chinese residents were greatly impacted by different

information channels about Beijing Olympic Games



Further Discussion

Marketing Policies of Potential Domestic

Residents for Beijing Olympic Games

Quantity Study about Chinese International/Domestic

Travelers about Beijng Olympic Games

Marketing Segmentation for Chinese Tourism Market

Comparison of 2008 Beijng Olympic Games

and Other Sports Games

Comparison of 2008 Beijng Olympic Games

and Other MICE Events



[email protected]

[email protected]

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