Selection preference and willingness to pay of Chinese outbound tourists for island adventure tourism products:A case study of Mauritius
Adventure tourism products characterised by meeting tourists'needs for personalised and in-depth experiences are highly favoured in the intensive competition of island tourism destinations.Based on the three-pillar model of the overall framework of adventure tourism research,the article explores the heterogeneity of Chinese outbound tourists'choice preferences,willingness to pay,and choice behaviours of island adventure tourism products using the choice experiment method,taking Mauritius as an example.The study found that:(1)cultural experience is the most important attribute of island adventure tourism product valued by Chinese outbound travellers,followed by natural environment and skill learning,while the physical activities involved in the tourism product and the cost did not become the decisive indicators of choice.(2)Chinese outbound tourists are willing to pay the most for the cultural experience attribute of the island adventure tourism product,and the order of willingness to pay for other attributes is as follows:natural environment,skill learning,and physical activities.(3)In terms of choice heterogeneity,the group of Chinese outbound tourists who are in good physical condition,single,have travelled to islands outside China and have a high level of knowledge about adventure tourism products are more inclined to choose island adventure tourism products.
island tourismadventure tourismconsumer preferencescultural experiencewillingness to payoutbound tourismMauritius
万方数据
维普
