The Chinese are coming – is Fiji ready? A study of Chinese tourists to Fiji

Many tourism destinations are diversifying to new markets, and specifically to the Chinese outbound market to sustain their tourism industry. China has also been the fastest growing emerging market for Fiji. However, China is not a homogenous market. Their motivations and expectations differ from people from Western countries or even those from other parts of Asia. There has been limited research carried out on the Chinese outbound tourists to Pacific Island Countries. This study employed a survey questionnaire to 149 Chinese visitors to Fiji to identify the socio-demographics of Chinese visitors to Fiji and to assess their perceptions of Fiji as a tourist destination following their visit. The results provided a basic understanding of the profile of the Chinese tourist to Fiji in terms of their gender, marital status, education, residence, previous outbound experience, destination attributes and perceptions of their visit to Fiji

Beyond the air-conditioned boardroom: Bridging western and Fijian Indigenous knowledge in tourism research

The COVID-19 outbreak and increasing natural disasters have intensified concerns about effective water, sanitation and hygiene (WASH) practices in Fiji’s tourism sector. Whilst Indigenous values and customs are recognised in tourism development, socially inclusive WASH research in the sector has inadequately addressed Indigenous cultural nuances, especially in Pacific communities. Drawing from the Fijian Vanua Research Framework (FVRF), a Pacific research methodology that incorporates Fijian values, relationship protocols, and ways of knowing, this research designed a culturally-sensitive and socially-inclusive methodology to respect traditional Fijian protocols, and examine hotel staff and host communities’ WASH practices. The research identified differential access to, and gaps in, the provision of WASH, and provided guidelines for future change. This paper presents the challenges of, and the lessons learnt from, the application of the methodology to field research. The methodology provided invaluable intellectual detail, resulting in the development of contextually appropriate recommendations and tools, and strengthening long-term working relationships

Using Q method to investigate the influence of inclusive water, sanitation and hygiene (WASH) on tourists’ hotel choice in Fiji

Consequent to the COVID-19 pandemic and the reopening of international borders, tourists are increasingly concerned about sanitation and hygiene practices in tourism destinations. There is an evident need to investigate how the COVID-19 pandemic has transformed tourist choices. This paper investigates the perceptions of hotel staff and tourists on the influence of inclusive water, sanitation, and hygiene (WASH) practices on tourists’ hotel choices in Fiji. This study explores the value of Q-methodology through a case study of Fiji with data collected from 80 hotel staff and 75 tourists. The findings demonstrate that Q-methodology is effective in identifying three tourist types who have a strong interest in WASH impacts and aspects of their safety including concerns about how their visit impacts the local community and environment. Similarly, the Q method was useful in identifying four perspectives of staff understanding on WASH impacts that are significant to tourists’ choice of hotel. The findings suggest a significant potential for hotel operators to enact socially inclusive WASH practices to enhance their appeal in the ‘new normal'

Diversification of Fiji’s tourist market: understanding the development of the Chinese market segment

Many tourism destinations are diversifying to new markets, and specifically to the Chinese outbound market to sustain their tourism industry. China has also been the fastest growing emerging market for Fiji. Whilst traditional markets of Australia, New Zealand and United States are important, tourism stakeholders in Fiji also see the importance of diversifying into new markets and China has proven to provide the necessary visitor arrival numbers during downfalls or low seasons from traditional markets. However, China is not a homogenous market. Their motivations and expectations differ from people from Western countries or even those from other parts of Asia. There has been limited research carried out on the Chinese outbound tourists to Pacific Island Countries. The aim of this paper is to provide a better understanding and contribute to the body of knowledge on the following areas: the development of tourism in Fiji; the development and growth of Chinese outbound tourism; diversification to the Chinese outbound market; and the profile of the Chinese visitor

The challenges of targeting the Chinese outbound market to Fiji: Perceptions of tourist stakeholders in Fiji

The growing recognition of the potential of the Chinese inbound market to Fiji has prompted more tourism stakeholders in Fiji to tailor their products and services to suit this market. However, there has also been challenges faced by tourist stakeholders in Fiji which is mostly related to the ability of tourism operators and especially front-line service providers in Fiji to firstly understand the Chinese culture and why Chinese tourists act the way they do. Chinese tourists have a very different cultural background compared to Western countries and therefore have different preferences and motivations. The aim of this paper is to outline the major challenges faced by tourist stakeholders in Fiji in targeting the Chinese outbound market. The objectives were to evaluate the perceptions of key tourist stakeholders in Fiji on the growing Chinese tourism market to Fiji and to make recommendation on whether targeting the Chinese tourist market to Fiji is viable and sustainable for Fiji’s tourism industry

The influence of tourism experience and well-being on place attachment

Place attachment is significant in tourism marketing as it influences revisit intentions and destination loyalty. Drawing upon the Place Attachment theory, this study examines how memorable tourism experiences and well-being influences destination attachment in tourism. Well-being is operationalized as hedonic and eudaimonic well-being. Data was collected from 430 recent travellers to investigate the relationship between memorable tourism experiences, hedonic and eudaimonic well-being, and place attachment. The frequency of visits was included in the investigation as a moderating variable. The results show that memorable tourism experiences significantly influences place attachment, and that hedonic and eudaimonic well-being fully mediates this relationship. The frequency of visits do not influence these relationships. Tourists develop an attachment to a destination when their experience is memorable, satisfying and enhances their purpose and meaning in life. This study contributes to the literature on destination attachment and positive psychology. Discussion of the study findings and implications for academics and practitioners conclude the paper

The role of positive psychology in tourists’ behavioural intentions

Tourists’ well-being is significant in tourism marketing as it influences behavioural intentions. Using the top-down and bottom-up theories of well-being, this study examined how travellers’ goals, memorable tourism experiences and traveller well-being influences behavioural intentions. Goals and well-being were operationalized into hedonic and eudaimonic dimensions. Data was collected from 430 recent travellers to investigate the relationship between goals, memorable tourism experiences, well-being and behavioural intentions. The results showed that goals were significantly related to hedonic and eudaimonic well-being and that memorable tourism experiences mediated this relationship. The findings also showed that hedonic well-being has a significant effect on revisit intention and positive word-of-mouth, whilst eudaimonic well-being did not have a significant effect on behavioural intentions. This research makes theoretical contributions to the literature on destination loyalty and enriches the positive psychology literature. Discussion of the study findings and implications for academics and practitioners conclude the paper

Positive psychology and tourist well-being: A systematic literature review

This paper examines the current state of research on well-being from tourism from the lens of positive psychology. A systematic review of 82 peer-reviewed articles published in English-language tourism journals indicate that tourist well-being is predominantly examined as a consequence of travel, rather than linked to tourism marketing and management. This study presents a conceptual framework of the antecedents, episodes and consequences of tourist well-being. Practically, results suggest strategies on how well-being can be used to generate better outcomes for tourism marketers and managers. By mapping what is known in the intersection between positive psychology and tourist well-being, this study identifies existing gaps and opportunities for future research in this area

The influence of travel companionships on memorable tourism experiences, well-being, and behavioural intentions

This study examines the role of companionship in shaping memorable tourism experiences, traveller well-being and behavioural intentions by drawing upon a conceptual framework of well-being. Based on data collected from 430 respondents in Australia who had recent travel experience, the results from structural equation modelling (SEM) confirmed that companionship impacted on and had a significant influence on revisitation intentions and recommendations, as well as the enhancement of traveller well-being. Differences in attitudes were evident between those accompanied by family and friends and those travelling solo. The theoretical and practical implications of these findings are highlighted for researchers and practitioners