| || || Vada, Sera Kogure|
| || || Diversification of Fiji's tourist market : a study of Chinese tourists to Fiji|
Author:Vada, Sera Kogure
Institution: University of the South Pacific.
Subject: Tourism -- Fiji, Tourists -- China, Visitors, Foreign -- Fiji
Call No.: pac G 155 .F5 V33 2015
Copyright:40-60% of this thesis may be copied without the authors written permission
Abstract: This study explored whether the diversification into the Chinese outbound leisure tourism market improved resilience and sustainability of tourism in Fiji. This study is of particular importance for the tourism industry in Fiji, as there is presently a paucity of evident research to determine whether the option for Fiji to diversify to the Chinese outbound market is wise, viable and promising. Tourism has become the major driver of economic growth in many Pacific Island Countries, most notably, Fiji, Cook Islands, Vanuatu and Samoa (Harrison & Prasad, 2011). Fiji is also the dominant tourism destination in the Pacific region and received 657,706 international visitors in 2013, which accounted for 42% of the region’s arrivals (SPTO, 2014). The characteristics and constraints of Less Developed Countries and Small Island Developing States pose major challenges in destination management and marketing due to their small size and often restricted access to global markets. The development of tourism in Fiji dates back to the 1920s where the main source markets for Fiji’s tourism industry have been Australia, New Zealand and the United States. The heavy dependence on this trinity of source markets (Hall & Page, 1996) is a major cause for concern because any down-turn in these traditional markets would in turn affect international arrivals to Fiji. As a result, many tourism destinations are diversifying to new markets, and specifically to the Chinese outbound market in order to sustain their tourism industry. According to the United Nations World Tourism Organization (UNWTO), China will be the world’s top tourist destination by 2020, receiving a total of 140 million arrivals annually and is expected to rank as the fourth largest outbound tourist generating country contributing 100 million visitors annually to the world travel market. For Fiji’s tourism industry, China represents one of the most important emerging markets, alongside India and Russia (Ministry of Tourism, 2012). This study sought to develop an understanding of the perceptions and expectations of Chinese tourists to Fiji, identified and discussed conditions, opportunities and constraints of diversifying to the Chinese market, and how these implicate private industry practices and public policy.