The impact of cultural values on marketing of Chinese national parks: an exploratory research for communication strategy
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Baifang Cheng et al., « The impact of cultural values on marketing of Chinese national parks: an exploratory research for communication strategy », HAL-SHS : droit et gestion, ID : 10670/1.uxsadh
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Résumé
The aim of this study is to draw out the principle values of Chinese tourists to national parks in China so as to improve the parks communication strategy to consumers. The literature clearly provides support and empirical evidence linking both culture and consumption. Cultural values have been shown to be efficient, measurable sets of variable that are fewer, more centrally held and more closely relating to consumer behaviour than demographic and psychographic measures. The data were obtained from a questionnaire on Chinese cultural values, which was distributed to a sample of 133 visitors to national park Potatso. After a descriptive analysis and a factor analysis, we propose some values that can be used in communication strategy to increase the number of visits to Chinese national parks