The impact of cultural values on marketing of Chinese national parks: an exploratory research for communication strategy

Baifang Cheng and Catherine de La Robertie
Additional contact information
Baifang Cheng: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique
Catherine de La Robertie: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique

Post-Print from HAL

Abstract: The aim of this study is to draw out the principle values of Chinese tourists to national parks in China so as to improve the parks communication strategy to consumers. The literature clearly provides support and empirical evidence linking both culture and consumption. Cultural values have been shown to be efficient, measurable sets of variable that are fewer, more centrally held and more closely relating to consumer behaviour than demographic and psychographic measures. The data were obtained from a questionnaire on Chinese cultural values, which was distributed to a sample of 133 visitors to national park Potatso. After a descriptive analysis and a factor analysis, we propose some values that can be used in communication strategy to increase the number of visits to Chinese national parks

Keywords: China; tourism; national park; cultural values; consumer behaviour; communication strategy (search for similar items in EconPapers)
Date: 2009-07
References: Add references at CitEc
Citations: Track citations by RSS feed

Published in 5th International Strategic Management Conference, Jul 2009, Stellenbosch, South Africa. pp.251-259

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00476596

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().