Travel Satisfaction and Revisit Intention of Chinese Visitors: The Case of Singapore

Abstract

Tourism is one of the main income generator for the Singapore’s economy. Since China is the second largest tourist group to Singapore in the past 15 years which is due to the newly middle class and the appreciation of Chinese Yuan, this study attempts to explore the market potential by understanding Chinese tourist’s repeat visit intention. A sample of 192 Chinese tourists is collected at Singapore Chiang International Airport to study eight selected satisfaction attributes using systematic random sampling techniques. The mean scores indicate that all attributes are above the average. In addition, transportation and environment/safety are tied as the most satisfactory attribute. Further, a logistic regression model identifies which attributes lead the Chinese tourists’ likelihood to revisit Singapore. Three attributes entailing lodging, attraction and environment and safety, are significant. The managerial implications are also discussed.

Citation

Guntoro, B. and Hui, T.-K. (2013), "Travel Satisfaction and Revisit Intention of Chinese Visitors: The Case of Singapore", Advances in Hospitality and Leisure (Advances in Hospitality and Leisure, Vol. 9), Emerald Group Publishing Limited, Leeds, pp. 29-47. https://doi.org/10.1108/S1745-3542(2013)0000009006