Advertisement

The Search for Kenya: How Chinese-Speaking Generation Z Does Its Online Travel Planning

  • Shanshan Qi
  • Rosanna LeungEmail author
Conference paper
  • 1.9k Downloads

Abstract

Travel planning is highly reliant on the websites of tourist bureaus, professional travel writers and experienced (non-professional) travelers. This study examines the search preferences of Chinese speaking Generation Z (alternatively known as Post-Millennials, the iGeneration, Founders, Plurals, or the Homeland Generation) as they plan a trip to a destination unfamiliar to them. The findings indicated more than 70% of the websites they frequented were well-known international sites, including user generated content (UGC) and the sites of business entities. The sites most preferred by Generation Z were UGC websites, with 100% of the participants saying they frequently use them while travel planning. The Destination Management Office (DMO) website was not a popular source, being frequently used by only 13% of participants. Of the nine dimensions of destination information, the two rated most important were natural resources and natural environment, which suggests that travel planners strongly associate Kenya with these qualities. Leisure and recreation information ranked least important. The results indicate, firstly, the perceived destination image affects the perceived importance of the destination information, and secondly, with the exception of popular world-wide travel websites, travelers prefer using local sites which share the same language and cultural background.

Keywords

DMO website Destination information Generation Z Post-millennials Search behavior Preferred websites 

Notes

Acknowledgements

Funding for this study was provided by a research grant from the Macau Science and Technology Development Fund (grant number 081/2014/A).

References

  1. Akama, J.S.: Tourism development in Kenya: problems and policy alternatives. Prog. Tour. Hospitality Res. 3(2), 95–105 (1997)CrossRefGoogle Scholar
  2. Akama, J.S., Kieti, D.M.: Measuring tourist satisfaction with Kenya’s wildlife safari: a case study of Tsavo West National Park. Tour. Manag. 24(1), 73–81 (2003)CrossRefGoogle Scholar
  3. Almeida-Santana, A., Moreno-Gil, S.: New trends in information search and their influence on destination loyalty: digital destinations and relationship marketing. J. Destination Mark. Manag. 6(2), 150–161 (2017)CrossRefGoogle Scholar
  4. Baloglu, S., McCleary, K.W.: U.S. international pleasure travelers’ images of four Mediterranean destinations: a comparison of visitors and non-visitors. J. Travel Res. 38(2), 144–152 (1999)CrossRefGoogle Scholar
  5. Beerli, A., Martín, J.D.: Factors influencing destination image. Ann. Tour. Res. 31(3), 657–681 (2004)CrossRefGoogle Scholar
  6. Buhalis, D.: Marketing the competitive destination of the future. Tour. Manag. 21(1), 97–116 (2000)CrossRefGoogle Scholar
  7. Buhalis, D., Law, R.: Progress in information technology and tourism management: 20 years on and 10 years after the Internet—the state of eTourism research. Tour. Manag. 29(4), 609–623 (2008)CrossRefGoogle Scholar
  8. Choi, S., Lehto, X.Y., Morrison, A.M.: Destination image representation on the web: content analysis of Macau travel related websites. Tour. Manag. 28(1), 118–129 (2007)CrossRefGoogle Scholar
  9. Erkan, I., Evans, C.: The influence of eWOM in social media on consumers’ purchase intentions: an extended approach to information adoption. Comput. Hum. Behav. 61, 47–55 (2016)CrossRefGoogle Scholar
  10. Forbes.: Ctrip’s Strategic Investments Complementing its Efforts to Gain Market Share. Retrieved online on Aug 10, 2017 from https://www.forbes.com/sites/greatspeculations/2017/05/15/ctrips-strategic-investments-complementing-its-efforts-to-gain-market-share (2017)
  11. Gretzel, U., Yuan, Y.-L., Fesenmaier, D.R.: Preparing for the new economy: advertising Strategies and change in destination marketing organizations. J. Travel Res. 39(2), 146–156 (2000)CrossRefGoogle Scholar
  12. Gretzel, U., Fesenmaier, D.R., Formica, S., O’Leary, J.T.: Searching for the future: challenges faced by destination marketing organizations. J. Travel Res. 45(2), 116–126 (2006)CrossRefGoogle Scholar
  13. Kenya Tourism Board.: Initiatives & Achievements of the Tourism Sector 2013–2016. Retrieved online September 5, 2017 from http://ktb.go.ke/news-events/major-initiatives-and-achievements-of-the-tourism-sector-2013-2016/ (2017)
  14. Leung, D., Law, R., Van Hoof, H., Buhalis, D.: Social media in tourism and hospitality: a literature review. J. Travel Tour. Mark. 30(1–2), 3–22 (2013)CrossRefGoogle Scholar
  15. Liang, T., Scherer, R., Morrison, A.M.: Web site–based destination images: a comparison of Macau and Hong Kong. J. China Tour. Res. 7(1), 2–19 (2011)CrossRefGoogle Scholar
  16. Luna-Nevarez, C., Hyman, M.R.: Common practices in destination website design. J. Destination Mark. Manag. 1(1), 94–106 (2012)CrossRefGoogle Scholar
  17. Park, Y.A., Gretzel, U.: Success factors for destination marketing web sites: a qualitative meta-analysis. J. Travel Res. 46(1), 46–63 (2007)CrossRefGoogle Scholar
  18. Phelps, A.: Holiday destination image: the problem of assessment—an example developed in Minorca. Tour. Manag. 7(3), 168–180 (1986)CrossRefGoogle Scholar
  19. Qi, S., Law, R., Buhalis, D.: Usability of Chinese destination management organization websites. J. Travel Tour. Mark. 25(2), 182–198 (2008)CrossRefGoogle Scholar
  20. Stienmetz, J.L., Levy, S.E., Boo, S.: Factors influencing the usability of mobile destination management organization websites. J. Travel Res. 52(4), 453–464 (2013)CrossRefGoogle Scholar
  21. Xiang, Z., Gretzel, U.: Role of social media in online travel information search. Tour. Manag. 31(2), 179–188 (2010)CrossRefGoogle Scholar

Copyright information

© Springer International Publishing AG 2018

Authors and Affiliations

  1. 1.Tourism CollegeInstitute for Tourism StudiesMacauChina
  2. 2.Department of International Tourism and Hospitality, I-Shou UniversityKaohsiungTaiwan

Personalised recommendations