The paper reports the findings derived from a study of 400 visitors from the
People’s Republic of China to New Zealand. New Zealand has enjoyed
designated status as a tourist-receiving country from China since 1998.
Consequently, visitor numbers increased to about 27,752 in the 12-month period
ending April 2000. It is a new market for New Zealand, and little is known about
it. The demographic profile of these visitors revealed a well-travelled segment
with aboveaverage incomes and educational attainment. The main motive for their
holidays is to see new places not previously visited, and general holiday
motives tend to dominate with New Zealand-specific issues playing a subsidiary
role. Nonetheless, they are important, but more research is required to
understand better the decision-making process of these visitors. An interesting
subsample was revealed whereby it seems that about 8 per cent of the visitors
are actively using their holiday to assess educational and business
opportunities in New Zealand. It is suggested that at present the market
corresponds to an innovative, explorer market segment.
