Taiwanese visitors to New Zealand: an analysis of attitudes

This article reports results derived from a study of the attitudes of 153 Taiwanese tourists to New Zealand in 1996. The numbers of Taiwanese tourists visiting New Zealand has grown by 510% between 1990 and 1995, and it is a significant market segment for New Zealand. The study used Likert-type scales to assess preferences for varying activities between four clusters extracted from motivation scores. Psychographic profiling was found to offer a better source of discrimination than did income, educational level, gender, and age in determining preferences. It was concluded that whereas levels of satisfaction being recorded were relatively high, there were market segments who clearly scored a number of items relatively lowly. Although some results are difficult to assess, sufficient evidence exists to question whether the coach tour product fully satisfies some market segments of Taiwanese consumers who currently use the tours.