The experiences of Chinese visitors to Victoria Australia

This paper reports on selected methods and results of a year-long study, which sought to describe and explain the experience of Chinese tourists visiting the state of Victoria in Australia. The aims of the paper are to describe the temporal and spatial dimensions of the tourist experience, and to use the factors elicited from visitor responses to explain satisfaction and dissatisfaction. Evidence from multiple sources of data confirmed that visitor satisfaction is explained largely by intangible or "expressive" factors, while dissatisfaction is determined mainly by tangible or "functional" factors. The former provide important implications for marketing, while the latter suggest the need for product development strategies.