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Investigating the Perception and Satisfaction of Chinese Generation Y Towards New Zealand’s Wedding Tourism Products

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Dissertation embargoed until 14th February 2026(6.21 MB)

Date

2024

Authors

Zhou, Beilei

Supervisor

Goh, Sandra

Item type

Dissertation

Degree name

Master of International Tourism Management

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Publisher

Auckland University of Technology

Abstract

This dissertation investigates the perception and satisfaction of Chinese Generation Y towards New Zealand's wedding tourism products. Wedding tourism, a rapidly growing sector within the tourism industry, involves travel for the purpose of getting married or honeymooning in a destination where the couple does not reside. Chinese Generation Y refers to individuals born between 1980 and 1995. This demographic is at the prime age for marriage and significantly influenced by key societal changes and policy reforms, such as China's One-Child Policy. Given China’s position as the world's largest outbound tourism market, particularly young tourists, the understanding of their preferences is crucial for market expansion. Although academic research on wedding tourism is prevalent in Western markets, studies focusing on the Chinese market remain scarce. Given China's status as the world's largest outbound tourism market, particularly influenced by young tourists, understanding their preferences is crucial for market expansion. This dissertation aims to specifically explore the demands of Chinese Generation Y for New Zealand’s wedding tourism, aligning with New Zealand’s strategy to develop a high-end tourism consumer market. This research will help differentiate the wedding tourism offerings of New Zealand from those in Western markets and assist in tapping into the Chinese tourism consumer market. This research adopted a multi-qualitative approach, including netnography to collect data from Xiaohongshu (a Chinese social media platform) and 10 in-depth semi-structured interviews with Chinese Generation Y tourists who had engaged in wedding tourism in New Zealand. Thematic analysis employing via NVivo 14 software was used to analyse the data, uncovering key factors that influence satisfaction and preferences. This dual approach provides a comprehensive understanding of the motivations and satisfaction levels of Chinese Generation Y, revealing their preferences for scenic and unique wedding destinations. The research findings showed that Chinese Generation Y favour small, intimate weddings in New Zealand for their simplicity and reduced parental interference, in contrast with the traditional nature of Chinese weddings. They are particularly drawn to New Zealand's unique natural landscapes and cost-effective wedding options. The timing of wedding tourism aligns with China's statutory holidays and marriage leave policies. Bridal photography holds cultural significance, heavily influenced by social media trends, and with a strong preference for Chinese language services (due to language barriers). Social media plays a crucial role in the marketing of travel destinations, and New Zealand can leverage these platforms to attract more couples by highlighting the natural beauty and unique wedding experiences of the country. Addressing challenges such as transportation and infrastructure in popular tourist cities like Queenstown is essential in order to enhance satisfaction and attract more Chinese wedding couples. The study emphasises the importance of understanding online travel planning preferences and the need for targeted services to improve customer experiences.

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http://hdl.handle.net/10292/18307

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Masters Dissertations