Segmenting Chinese Backpackers by Travel Motivations



This study examined travel motivations of Chinese backpackers and classified Chinese backpackers according to their travel motivations and related demographics. The study identified four motivation factors driving Chinese backpacker travels: social interaction, self-actualization, destination experience and escape and relaxation. K-means cluster analysis further identified three distinct Chinese backpacker segments with different travel motivations: self-actualizers, destination experiencers and social seekers. Explanations and discussions within the background of China's ongoing tremendous social and economic transformation are also provided. Copyright © 2013 John Wiley & Sons, Ltd.