A Case Study on the Tourist Impact Perception of Chinese Residents about Beijing Olympic Games
Yingzhi Guo, Ph.D. Fudan University, Shanghai, China Shanghai, China 2009
A Case Study on the Tourist Impact
Perception of Chinese Residents about
Beijing Olympic Games
Yingzhi Guo
Department of Tourism, Fudan University
Shanghai, China
A Case Study on the Tourist Impact Perception of Chinese Residents about Beijing Olympic Games
Yingzhi Guo, Ph.D. Fudan University, Shanghai, China Shanghai, China 2009
Data
Source
Study
Purpose
Literature
Review
Study
Findings
Conclusion
Limitation
Study
Background
A Case Study on the Tourist Impact Perception of Chinese Residents about Beijing Olympic Games
Yingzhi Guo, Ph.D. Fudan University, Shanghai, China Shanghai, China 2009
Study
Background
The 29th Olympic Games are held in Beijing.
More international and domestic travelers
pay more attention to Beijing and China.
More international and domestic travelers would like to
visit Beijing and China after Beijing Olympic Games.
Chinese residents’ life are greatly influenced
by tourist industry because of this mage-event.
A Case study on the tourist impact perception
of Chinese residents about 2008 Beijing Olympic Games
A Case Study on the Tourist Impact Perception of Chinese Residents about Beijing Olympic Games
Yingzhi Guo, Ph.D. Fudan University, Shanghai, China Shanghai, China 2009
Study
Background
Literature
Review
A Case Study on the Tourist Impact Perception of Chinese Residents about Beijing Olympic Games
Yingzhi Guo, Ph.D. Fudan University, Shanghai, China Shanghai, China 2009
Economic Impacts on
Olympic Games
Literature
Review
Danny O’Brien. Event business leveraging the Sydney 2000 Olympic Games [J].
Annals of Tourism Research, 2006, Vol. 33, No. 1, pp240-261.
Andrew Myer, Chet Chaffee. Life-cycle analysis for design of the Sydney Olympic
Stadium [J]. Renewable Energy, 1997, Vol.10, No2/3, pp 169-172.
Jianmei Zhou, and Xiangbo Huang (2002). The analysis of the economic impact concerned the Olympic Games
promotion. Study Journal of Wuhan Sport College, Vol.36, No.3, pp27-29. (in Chinese)
Jie Dong. Reports on Beijing Olympic Games [J]. China Sport Technology, 2004, Vol. 40, No.1, pp34-37. (In Chinese)
Xian Peng, and Zhonggan Yn. The impact on the host city caused by Olympic Games and its rule [J].
Study Journal of Shanghai Sport College, 2006, Vol.30, No.2, pp1-7. (In Chinese)
Xian Peng, and Zhonggan Yn. The impact on the host city caused by Olympic Games and its rule [J].
Study Journal of Shanghai Sport College, 2006, Vol.30, No.2, pp1-7. (In Chinese)
Jing Wang, and Zhenliang Chen. Economic value analysis of Beijing Olympic Games [J].
Enterprise Economy, 2005, Vol.293, No.1, pp16-17. (in Chinese)
Kecheng Sun. Analysis and study on the economic benefit of modern Olympic Games [J].
Group Economic Research, 2007, Vol.233, No.6, pp30-31. (In Chinese)
Qiuju Luo. Major world events on tourism activities and the impact on China's Inspiration [J].
Business Research. 2003, Vol.271, No.11, pp150-152. (in Chinese)
Yu Tao. A study on the Olympic Games and the host country’s inbound tourism [J].
China Sport Technology, 2004, Vol.40, No.1, pp38-40. (in Chinese)
A Case Study on the Tourist Impact Perception of Chinese Residents about Beijing Olympic Games
Yingzhi Guo, Ph.D. Fudan University, Shanghai, China Shanghai, China 2009
Economic Impacts of
Olympic Games
Literature
Review
Social Impacts of
Sports Games
A Case Study on the Tourist Impact Perception of Chinese Residents about Beijing Olympic Games
Yingzhi Guo, Ph.D. Fudan University, Shanghai, China Shanghai, China 2009
Social Impacts on
Sports Games
Literature
Review
Scott H. Decker, Sean P. Varano and Jack R. Greene. Routine crime in exceptional times: The impact of the
2002 Winter Olympics on citizen demand for police services [J]. Journal of Criminal Justice, 2007, Vol 35, No 1, pp 89-101.
Chris W. Johnson. Using evacuation simulations for contingency planning to enhance the security and safety
of the 2012 Olympic venues. Safety Science [Online] 2007, 20 August 2007. www.elsevier.com/locate/ssci
Sophie Lalande, MSc, and James Christopher Baldi. Left ventricular mass in Elite Olympic weight lifters [J].
The American Journal of Cardiology, 2007, Vol.100, No.7, pp1177-1180.
Samuel Seongseop Kim, and James F. Petrick .Residents’ perceptions on impacts of the FIFA 2002 World
Cup: the case of Seoul as a host city [J]. Tourism Management, 2005, Vol.26, No.2, pp25-38.
Weiping Li. The relationship between 2008 Beijing Olympic Games and Beijing residents’ happiness index [J].
Study Journal of Shanghai Sport College, 2007, Vol.30, No.2, pp160-162. (in Chinese)
Weiping Li, Guoqiang Long, and Xiaoming Li. Study on the impact of 2008 Beijing Olympic Games
on the human environment [J]. Sport and Sscience, 2007, Vol.28, No.1, pp44-46. (in Chinese)
Fangmei Liu. Impact factors of Olympic Games and its inspiration to Beijing Olympic Games [J].
Study Journal of Beijing Sport College, 2007, Vol.30, No.7, pp884-886. (in Chinese)
Yongshen Guan. Probe into the development of Economics and cultural industry of 2008 Beijing
Olympic Games [J]. Sports and Sciences, 2005, Vol.26, No.1, pp36-39. (in Chinese)
Guohua Zhen, Shiyong Ding. Impact on cultural industry from Olympic Games [J].
Study magazine of Shanghai Sport College, 2006, Vol.21, No.5, pp397-400. (in Chinese)
A Case Study on the Tourist Impact Perception of Chinese Residents about Beijing Olympic Games
Yingzhi Guo, Ph.D. Fudan University, Shanghai, China Shanghai, China 2009
Economic Impacts on
Olympic Games
Social Impacts of
Sports Games
Publicized on
Sports /MICE Events
Literature
Review
A Case Study on the Tourist Impact Perception of Chinese Residents about Beijing Olympic Games
Yingzhi Guo, Ph.D. Fudan University, Shanghai, China Shanghai, China 2009
Publicized on
Sports /MICE Events
Samuel Seongseop Kim, and James F. Petrick .Residents’ perceptions on impacts of the FIFA 2002 World
Cup: the case of Seoul as a host city [J]. Tourism Management, 2005, Vol.26, No.2, pp25-38.
Hyun Jeong Kim, Dogan Gursoy, and Soo-Bum Lee. The impact of the 2002 World Cup on South Korea:
comparisons of pre- and post-games [J]. Tourism Management, 2006, Vol.27, No.2, pp86-96.
Choong-Ki Lee, Yong-Ki Lee, and BongKoo Lee. Korea’s destination image formed by the 2002 World
Cup [J]. Annals of Tourism Research, 2005, Vol.32, No.4, pp839-858.
Andrew Smith. Re-imaging the city: The Value of Sport Initiatives [J]. Annals of Tourism Research,
2005, Vol.32, No.1, pp217-236.
Xin Li, and Renshu Zuo. MICE in Chendu and Urban Marketing [J]. Journal of Southwestern Ethnic
University (Edition of Human and Social Science), 2006, Vol.26, No.4, pp153-155. (in Chinese)
A Case Study on the Tourist Impact Perception of Chinese Residents about Beijing Olympic Games
Yingzhi Guo, Ph.D. Fudan University, Shanghai, China Shanghai, China 2009
Current Situations &
Development Trends
Literature
Review
Social Impacts of
Sports Games
Publicized on
Sports /MICE Events
Factors on
Tourist Motivation
A Case Study on the Tourist Impact Perception of Chinese Residents about Beijing Olympic Games
Yingzhi Guo, Ph.D. Fudan University, Shanghai, China Shanghai, China 2009
Factors on
Tourist Motivation
Hua Zhao, Yaofen Ma, CongCong Xu. The empiric study on the motivations and the impact factors of
inbound tourists [J]. Business Research, 2006, Vol.354, No.22, pp41-45. (in Chinese)
Sumei Yu. Motivation Survey and Analysis on the different groups for joing tourist sporting activities [J].
Journal of Guangzhou Sports Colleges, 2007, Vol.27, No.7, pp20-23. (in Chinese)
Chulwon Kim. Cross-cultural perspectives on motivation [J]. Annals of Tourism Research,
1998, Vol.25, No.4, pp202-215.
Iso-Ahola S. E. Toward a social psychology theory of tourism motivation: a rejoinder [J].
Annals of Tourism Research, 1982, No.9, pp256-262.
Choong-Ki Leea, Yong-Ki Leeb, and Bruce E. Wicksc. Segmentation of festival motivation by nationality
and satisfaction [J]. Tourism Management, 2004, Vol.25, No.1, pp61-70.
SooCheong (Shawn) Janga, and Chi-Mei Emily Wu. Seniors’ travel motivation and the influential factors:
An examination of Taiwanese seniors [J]. Tourism Management, 2006, Vol.27, No.2, pp306–316.
Nancy G. McGehee, Kyungmi Kim, and Gayle R. Jennings. Gender and motivation for agri-tourism
entrepreneurship [J]. Tourism Management, 2007, Vol.28, No.2, pp280-289.
Nam-Su Kim, and Laurence Chalip. Why travel to the FIFA World Cup? Effects of motives, background,
interest, and constraints [J]. Tourism Management, 2004, Vol.25, No.3, pp695-707.
Heather J. Gibson, Cynthia Willming, and Andrew Holdnak. Small-scale event sport tourism:
fans as tourists [J]. Tourism Management, 2003, Vol.24, No.1, pp181-190.
A Case Study on the Tourist Impact Perception of Chinese Residents about Beijing Olympic Games
Yingzhi Guo, Ph.D. Fudan University, Shanghai, China Shanghai, China 2009
Economic Impacts on
Olympic Games
Literature
Review
Social Impacts of
Sports Games
Publicized on
Sports /MICE Events
Factors on
Tourist Motivation
Perception on
Tourist Motivation
A Case Study on the Tourist Impact Perception of Chinese Residents about Beijing Olympic Games
Yingzhi Guo, Ph.D. Fudan University, Shanghai, China Shanghai, China 2009
Perception on
Tourist Motivation
Environmental
Perception on
Tourist Motivation
Image
Perception on
Tourist Motivation
Cultural
Perception on
Tourist Motivation
Scott H. Decker, Sean P. Varano and Jack R. Greene. Routine crime in exceptional times: The impact of the
2002 Winter Olympics on citizen demand for police services [J]. Journal of Criminal Justice, 2007, Vol 35, No 1, pp 89-101.
Chris W. Johnson. Using evacuation simulations for contingency planning to enhance the security and safety
of the 2012 Olympic venues. Safety Science [Online] 2007, 20 August 2007. www.elsevier.com/locate/ssci
Sophie Lalande, MSc, and James Christopher Baldi. Left ventricular mass in Elite Olympic weight lifters [J].
The American Journal of Cardiology, 2007, Vol.100, No.7, pp1177-1180.
Samuel Seongseop Kim, and James F. Petrick .Residents’ perceptions on impacts of the FIFA 2002 World
Cup: the case of Seoul as a host city [J]. Tourism Management, 2005, Vol.26, No.2, pp25-38.
Chulwon Kim. Cross-cultural perspectives on motivation [J]. Annals of Tourism Research,
1998, Vol.25, No.4, pp202-215.
Daniel C. Funk, and Tennille J. Bruun. The role of socio-psychological and culture-education motives
in marketing in marketing international sport tourism: A cross-cultural perspective [J]. Tourism Management,
2007, Vol.28, No.4, pp806-819.
Darya Maoz. Backers’ motivations, the role of culture and nationality [J]. Annals of Tourism Research,
2007, Vol.34, No.1, pp122-140.
Janet Chang, Geoffrey Wall, and Shi-Ting (Tim) Chu. Novelty seeking at aboriginal attractions [J].
Annals of Tourism Research, 2006, Vol.33, No.3, pp729-747.
Asuncio`n Beerli Josefa D. Martı´n. Factors influencing destination image [J]. Annals of Tourism Research,
2004, Vol.31, No.3, pp657-681.
Denver Severt, Youcheng Wang, Po-Ju Chen, and Deborah Breiter. Examining the motivation,
perceived performance, and behavioral intentions of convention attendees: Evidence from a regional
conference [J]. Tourism Management, 2007, Vol.28, No.3, pp399-408.
A Case Study on the Tourist Impact Perception of Chinese Residents about Beijing Olympic Games
Yingzhi Guo, Ph.D. Fudan University, Shanghai, China Shanghai, China 2009
Economic Impacts on
Olympic Games
Literature
Review
Social Impacts of
Sports Games
Publicized on
Sports /MICE Events
Factors on
Tourist Motivation
Perception on
Tourist Motivation
Chinese papers in tourism
mainly were from the
subjective view of supply
market.
English papers in tourism
mainly were from the
objective view of demand
market.
The method of Chinese papers
in tourism mainly focused on
quality study, especialy on
report for government.
The method of English
papers in tourism mainly
focused on both quantity and
quality study.
A Case Study on the Tourist Impact Perception of Chinese Residents about Beijing Olympic Games
Yingzhi Guo, Ph.D. Fudan University, Shanghai, China Shanghai, China 2009
Study
Purpose
Literature
Review
Study
Background
A Case Study on the Tourist Impact Perception of Chinese Residents about Beijing Olympic Games
Yingzhi Guo, Ph.D. Fudan University, Shanghai, China Shanghai, China 2009
Study
Purposes
The Features of Tourist Impact Perception of Beijing Olympic Games
The Features of Tourist Motivations for Participation
in Beijing Olympic Games
The Correlation between Tourist Impact Perception &
Tourist Motivations for Beijing Olympic Games
Cluster Analysis of the Potential Participators for Beijing Olympic Games
The Perceived Effects of Information Channels for Beijing Olympic Games
A Case Study on the Tourist Impact Perception of Chinese Residents about Beijing Olympic Games
Yingzhi Guo, Ph.D. Fudan University, Shanghai, China Shanghai, China 2009
Data
Source
Study
Purpose
Literature
Review
Study
Background
A Case Study on the Tourist Impact Perception of Chinese Residents about Beijing Olympic Games
Yingzhi Guo, Ph.D. Fudan University, Shanghai, China Shanghai, China 2009
Data
Sources
Data
Source
Quality Analysis Quantity Analysis
Second-hand
Data
First-hand
Data
A Case Study on the Tourist Impact Perception of Chinese Residents about Beijing Olympic Games
Yingzhi Guo, Ph.D. Fudan University, Shanghai, China Shanghai, China 2009
Survey
Provinces/Cities
First-hand
Data
The Potential developed Areas
in North, South and Middle
of China
The Economic Developed Areas
in North, South and Middle
of China
The land of China
is very large
Shanghai, Anhui
Heilongjiang, Beijing
Hunan, Guangxi
A Case Study on the Tourist Impact Perception of Chinese Residents about Beijing Olympic Games
Yingzhi Guo, Ph.D. Fudan University, Shanghai, China Shanghai, China 2009
Survey Spots
International Airport
Residents’ Community
Hotels & Restaurants
Shopping Centers
Scenic Spots
A Case Study on the Tourist Impact Perception of Chinese Residents about Beijing Olympic Games
Yingzhi Guo, Ph.D. Fudan University, Shanghai, China Shanghai, China 2009
Survey Period
From July to August of 2007
From January to February of 2008
A Case Study on the Tourist Impact Perception of Chinese Residents about Beijing Olympic Games
Yingzhi Guo, Ph.D. Fudan University, Shanghai, China Shanghai, China 2009
800
questionnaires
Survey Samples
668
effective questionnaires
A Case Study on the Tourist Impact Perception of Chinese Residents about Beijing Olympic Games
Yingzhi Guo, Ph.D. Fudan University, Shanghai, China Shanghai, China 2009
Literature
Reviews
Pre-
Test
In-depth
Interviews
Survey Questionnaires
Non-
Tourists
Local
Residents
Local
Residents
Non-
travelers
Demographic
Profiles
Tourist
Perception
Tourist
Publicized
Tourist
Motivation
Data Analysis
Questionnaire
Design
A Case Study on the Tourist Impact Perception of Chinese Residents about Beijing Olympic Games
Yingzhi Guo, Ph.D. Fudan University, Shanghai, China Shanghai, China 2009
Questionnaire
Design
Structured Questions
Unstructured Questions
First Section Third SectionSecond Section
Tourism
Motivation
Socio
Demographic
Tourism
Perception
Questionnaire
Contents
A Case Study on the Tourist Impact Perception of Chinese Residents about Beijing Olympic Games
Yingzhi Guo, Ph.D. Fudan University, Shanghai, China Shanghai, China 2009
Interviews with over Ten General
Managers of Travel Agencies
& Officials from Government
Literature Review from International
& Domestic Academic Papers
Attribute Features
Items Attribute
of Questionnaires
Methodology
A Case Study on the Tourist Impact Perception of Chinese Residents about Beijing Olympic Games
Yingzhi Guo, Ph.D. Fudan University, Shanghai, China Shanghai, China 2009
5-Point Likert-type Scale
Strongly Agree (7)Neutral Agree (4)Strongly Disagree (1)
Measurement of
Items Attributes
A Case Study on the Tourist Impact Perception of Chinese Residents about Beijing Olympic Games
Yingzhi Guo, Ph.D. Fudan University, Shanghai, China Shanghai, China 2009
Factor
AnalysisTo indicate Tourist Motivation of
Chinese Residents
about Beijing Olympic Games
Tourist
Motivation
To indicate Tourist Perception of
Chinese Residents
about Beijing Olympic Games
Tourist
Perception
Quantity
Method
Correlation
Analysis
To indicate the relationship between
Tourist Perception and Tourist Motivation of
Chinese Residents about Beijing Olympic Games
Tourist
Relationship
Cluster
Analysis
To indicate the Differences of
Tourist Perception of Chinese Residents
about Beijing Olympic Games
Tourist
Relationship
Frequency
Analysis
To indicate the Tourist Publicized
Effects on Chinese Residents
about Beijing Olympic Games
Tourist
Publicized
A Case Study on the Tourist Impact Perception of Chinese Residents about Beijing Olympic Games
Yingzhi Guo, Ph.D. Fudan University, Shanghai, China Shanghai, China 2009
Data
Source
Study
Purpose
Literature
Review
Study
Findings
Study
Background
A Case Study on the Tourist Impact Perception of Chinese Residents about Beijing Olympic Games
Yingzhi Guo, Ph.D. Fudan University, Shanghai, China Shanghai, China 2009
Demographic Profile of Respondents (1)
Female
51%
Male
49%
Gende
r
Below mid-
school
8%
Senior high
school/
Vocational
School
17%
Secondary
technical
school
10%
Technical
collogue
20% University
37%
Above the
graduate
education
8%Education Level
Below
2000
34%
2000-3999
31%
4000-5999
16%
6000-7999
6%
8000-9999
6%
Above
10000
7%
Monthly Family
Income
A Case Study on the Tourist Impact Perception of Chinese Residents about Beijing Olympic Games
Yingzhi Guo, Ph.D. Fudan University, Shanghai, China Shanghai, China 2009
Demographic Profile of Respondents (2)
Government officer
11%Technology experts
9%
Business employees
35%
Students
24%
Farmer & Worker
3%
Teacher
5%
Housewife
6%
Servicemen
2%
O thers
5%Occupation
Below 16
3%16-25
29%
26-35
25%
36-45
20%
46-55
13%
55-65
7%
Above 66
3%
Age
A Case Study on the Tourist Impact Perception of Chinese Residents about Beijing Olympic Games
Yingzhi Guo, Ph.D. Fudan University, Shanghai, China Shanghai, China 2009
Study
Results
The Features of Tourist Impact Perception of Beijing Olympic Games
A Case Study on the Tourist Impact Perception of Chinese Residents about Beijing Olympic Games
Yingzhi Guo, Ph.D. Fudan University, Shanghai, China Shanghai, China 2009
Factor Analysis on the Impact Perception of Chinese
Residents about Beijing Olympic Games
Impact perception MeanFactor
Loading
characte
r
ro
ot
Valid
perce
nt%
Cumulative
Percen
t
%
Validity Test
Enhancement to society 4.05 8.65 30.90 30.90 0.873
Improvement of job opportunity 4.05 0.806
Improvement of social imagine 4.08 0.761
Strengthen community pride 4.12 0.699
Economic benefit to the government 3.94 0.681
Let the world know more of China 4.34 0.623
Expansion of publicity 3.82 0.541
Protection of Chinese Culture 4.01 0.517
Enhancement to the facility
building
4.06 0.508
Society Cost 2.81 3.76 13.42 44.32 0.854
The pressure of service facilities
won’t increase
2.65 0.839
Traffic congestion won’t increase 2.54 0.789
The deterioration of the local 3.07 0.740
Environment
Impression
Enhancement
to Society
Promotional
Impact
Impact
on Individual
Living &
Job Impact
Society
Cost
Impact
Perception
A Case Study on the Tourist Impact Perception of Chinese Residents about Beijing Olympic Games
Yingzhi Guo, Ph.D. Fudan University, Shanghai, China Shanghai, China 2009
Important Attributes of Tourist Impact Perception
of Chinese Residents about Beijing Olympic Games
4.05
2.81
3.683.6
3.763.58
0 1 2 3 4 5
Enhancement to society
Society Cost
Promotional impact
Impact on the individual
Environment impression
Living and job impact
A Case Study on the Tourist Impact Perception of Chinese Residents about Beijing Olympic Games
Yingzhi Guo, Ph.D. Fudan University, Shanghai, China Shanghai, China 2009
Study
Results
The Features of Tourist Impact Perception of Beijing Olympic Games
The Features of Tourist Motivations for Participation
in Beijing Olympic Games
A Case Study on the Tourist Impact Perception of Chinese Residents about Beijing Olympic Games
Yingzhi Guo, Ph.D. Fudan University, Shanghai, China Shanghai, China 2009
Factor Analysis of Tourist Motivations of Chinese Residents
for Participation in Beijing Olympic Games
Motivations MeanFactor
Loading
characte
r root
Valid
percent
(%)
Cumulative
Percent (%)Validity Test
Search for new things 3.45 10.11 30.64 30.64 0.847
Search for sport curiosity 3.40 0.756
Preference of sport event 3.20 0.703
Drive of curiosity 3.44 0.692
Excitement 3.56 0.652
Satisfaction of individual’s needs 3.54 0.560
Experience of fresh things 3.68 0.489
Participation in the sport event 3.33 0.445
Culture experience 3.72 2.07 6.28 36.92 0.838
To experiencing foreign custom and
cultural resource
3.73 0.784
To experiencing foreign sport and
tourism resource
3.71 0.736
To learn cultural and sport resource of
the Olympic Games
3.75 0.690
To increasing the knowledge of
foreign countries
3.69 0.669
To experiencing curios sport travel 3.59 0.567
A Case Study on the Tourist Impact Perception of Chinese Residents about Beijing Olympic Games
Yingzhi Guo, Ph.D. Fudan University, Shanghai, China Shanghai, China 2009
Culture experience
To experiencing foreign custom and c
ultural resource
To experiencing foreign sport and tou
rism resource
To learn cultural and sport resource o
f the Olympic Games
To increasing the knowledge of forei
gn countries
To experiencing curios sport travel
To feeling local culture, sport and tou
rism
Avoidance and relaxation
Relief annoy
Moderate the theme of life
Avoidance of life routine
Decrease the pressure of life
Family relationship
To enjoy the time with famil
y
Enhancement to family relati
onship
The common habit in the fa
mily
Let family know more about
foreign resource
Sport participation
Participation with friends
Watch the display of sport
See the athlete from the al
l world
Communicate with differ
ent persons
Attraction of souvenir Fuwa
Like Fuwa
Uniqueness of Fuwa
Olympic Experience
The souvenir is important
income
The special meaning of B
eijing Olympic Games
The significant of souveni
r
Feeling unique event atm
osphere
Social communication
To participate into Beijing
Olympic Games with trav
el group
To communicate with peo
ple owning different inter
est
Search for new things
Search for sport curiosity
Preference of sport event
Drive of curiosity
Excitement
Satisfaction of individual’s
needs
Experience of fresh things
Participation in the sport event
Important Attributes of Tourist Motivation
of Chinese Residents about Beijing Olympic Games
Search for
New ThingsSocial
Communication
Olympic
Experience
Attraction of
Souvenir Fuwa
Sport Participation
Culture
Experience
Avoidance
and Relaxation
Family
Relationship
Participation
Motivation
A Case Study on the Tourist Impact Perception of Chinese Residents about Beijing Olympic Games
Yingzhi Guo, Ph.D. Fudan University, Shanghai, China Shanghai, China 2009
Study
Results
The Features of Tourist Impact Perception of Beijing Olympic Games
The Features of Tourist Motivations for Participation
in Beijing Olympic Games
The Correlation between Tourist Impact Perception &
Tourist Motivations for Beijing Olympic Games
A Case Study on the Tourist Impact Perception of Chinese Residents about Beijing Olympic Games
Yingzhi Guo, Ph.D. Fudan University, Shanghai, China Shanghai, China 2009
Factors Searching
for new
things
Culture
experienc
e
Relaxatio
n and
avoidance
Family
relationshi
p
Sport
participati
on
Attraction
of Fuwa
Olympic
participat
ion
Social
commu
nicatio
n
Enhancement to
society
Pearson
Coefficient
0.060 0.273** 0.035 0.064 0.366** 0.063 0.152 -0.162
Sig..(Two-tailed
test)
0.125 0.000 0.370 0.101 0.000 0.103 0.000 0.000
Social cost Pearson
Coefficient
0.170* 0.060 0.117** 0.128** -0.043 0.143** 0.145** 0.208**
Sig. (Two-tailed
test)
0.000 0.124 0.003 0.001 0.264 0.000 0.000 0.000
Publicity impact Pearson
Coefficient
0.076* 0.136** 0.021 0.099* 0.140** 0.197** 0.025 0.087*
Sig. (Two-tailed
test)
0.050 0.000 0.585 0.011 0.000 0.000 0.527 0.025
Influence on the
public
Pearson
Coefficient
0.147** 0.210** 0.085* 0.202** 0.147** 0.033 0.037 0.012
Sig. (Two-tailed
test)
0.000 0.000 0.030 0.000 0.000 0.402 0.345 0.767
Environment
image
Pearson
Coefficient
0.101** 0.199** -0.023 0.148** 0.078* 0.119** 0.188** -0.019
Sig. (Two-tailed
test)
0.010 0.000 0.560 0.000 0.045 0.002 0.000 0.634
Impact on life
and job
opportunities
Pearson
Coefficient
0.144** 0.144** 0.123** -0.056 -0.011 0.061 0.120** 0.045
Sig. (Two-tailed
test)
0.000 0.000 0.002 0.147 0.776 0.114 0.002 0.247
Enhancement to society
Influence on the public
Publicity impact
Environment image
Social cost
Impact on life and jo
b opportunities
Impact Factors
Searching for new thin
gs
Motivations
Relaxation /avoidance
avoidance
Culture experience
Family relationship
Sport participation
Attraction of Fuwa
Social communication
Olympic participation
participation
The Correlation between Tourist impact perception & Tourist
of Chinese Residents for Participation in Beijing Olympic Games
A Case Study on the Tourist Impact Perception of Chinese Residents about Beijing Olympic Games
Yingzhi Guo, Ph.D. Fudan University, Shanghai, China Shanghai, China 2009
Study
Results
The Features of Tourist Impact Perception of Beijing Olympic Games
The Features of Tourist Motivations for Participation
in Beijing Olympic Games
The Correlation between Tourist Impact Perception &
Tourist Motivations for Beijing Olympic Games
Analysis of the Cluster Groups of Potential Participators
for Beijing Olympic Games
A Case Study on the Tourist Impact Perception of Chinese Residents about Beijing Olympic Games
Yingzhi Guo, Ph.D. Fudan University, Shanghai, China Shanghai, China 2009
Cluster Analysis of the Potential Participators
for Beijing Olympic Games
Impact factor
Life-
concerning
cluster
Social
Responsibilit
y cluster
Publicity-
concerning
cluster
F Value P Value
Enhancement to
society
0.788 1.414 -3.582 355.02 0.00
Society Cost -0.735 1.233 -1.007 28.14 0.00
Promotional impact -3.095 -1.158 0.834 11.36 0.00
Impact on the
individual
0.389 -0.535 1.706 35.70 0.00
Environment
impression
-1.054 2.844 0.630 4.35 0.01
Living and job impact 2.709 -4.206 -0.838 203.26 0.00
Samples 279 207 182
A Case Study on the Tourist Impact Perception of Chinese Residents about Beijing Olympic Games
Yingzhi Guo, Ph.D. Fudan University, Shanghai, China Shanghai, China 2009
Demographic Profiles of Clusters for Respondent
Participators about Beijing Olympic Games
Demographic charactersLife-concerning cluster, Society concerning cluster Publicity Concerning cluster
N % N % N %
Gender male 143 51.25 102 50.00 95 52.49
female 136 48.75 102 50.00 87 47.51
Occup
ation
Government officer 9 3.23 21 10.29 24 13.19
Technology experts 8 2.87 20 9.80 19 10.44
Business employees 35 12.54 85 41.67 60 32.97
Students 2 0.72 41 20.10 44 24.18
Farmer & Worker 13 4.66 10 4.90 5 2.75
Teacher 10 3.58 9 4.41 8 4.40
Housewife 6 2.15 10 4.90 13 7.14
Servicemen 7 2.51 2 0.98 3 1.65
Others 48 17.20 6 2.94 6 3.30
Month
income
Below 2000 96 34.41 76 37.25 60 32.97
2000-3999 85 30.47 59 28.92 59 32.42
4000-5999 46 16.49 27 13.24 33 18.13
6000-7999 11 3.94 14 6.86 16 8.79
8000-9999 18 6.45 15 7.35 4 2.20
Above 10000 23 8.24 13 6.37 10 5.49
Educat
ion
Below mid-school 19 6.81 19 9.31 15 8.24
Senior high school/ Vocational
School
47 16.85 39 19.12 30 16.48
A Case Study on the Tourist Impact Perception of Chinese Residents about Beijing Olympic Games
Yingzhi Guo, Ph.D. Fudan University, Shanghai, China Shanghai, China 2009
Cluster Analysis of the Potential Participators
for Beijing Olympic Games
00.5
11.5
22.5
33.5
44.5
5
Enhan
cem
ent t
o so
ciet
y
Societ
y Cost
Prom
otio
nal im
pact
Impac
t on
the i
ndivid
ual
Enviro
nmen
t im
pres
sion
Livin
g an
d jo
b impac
t
00.511.522.533.54 Life-concerning
clusterSociety-concerning
clusterPbulicity-concerning
cluster
Life-concerning Cluster
This group emphases the life perspective impact of Beijing Olympic games, which is close to the individual’s life.
Publicity-concerning Cluster
This group is influenced by the strong publicity of Beijing Olympic games, this cluster is more incline to join in the games
Social Responsibility Cluster
This group is the most responsible of the society in the three, who focus on the enhancement or the damage to the society brought by the games.
A Case Study on the Tourist Impact Perception of Chinese Residents about Beijing Olympic Games
Yingzhi Guo, Ph.D. Fudan University, Shanghai, China Shanghai, China 2009
Study
Results
The Features of Tourist Impact Perception of Beijing Olympic Games
The Features of Tourist Motivations for Participation
in Beijing Olympic Games
The Correlation between Tourist Impact Perception &
Tourist Motivations for Beijing Olympic Games
Analysis of the Cluster Groups of Potential Participators
for Beijing Olympic Games
The Effects of Publicizing Channels for Beijing Olympic Games
A Case Study on the Tourist Impact Perception of Chinese Residents about Beijing Olympic Games
Yingzhi Guo, Ph.D. Fudan University, Shanghai, China Shanghai, China 2009
The Perceived Impacts of Information Channels
by Residents about Beijing Olympic Games
Rank Main Combination of Information Channels N %
1 Single Channel44
967.22%
2
( Newspaper/Magazine/Books , TV/Broadcast/Film ), ( TV/Broadcast/Film,
Computer/Internet ) ,
( Friends/Relatives, TV/Broadcast/Film )
10
315.42%
3
( Friends/Relatives, Newspaper/Magazine/Books ,TV/Broadcast/Film ),
( Newspaper/Magazine/Books , TV/Broadcast/Film, Computer/Internet),
( Newspaper/Magazine/Books , TV/Broadcast/Film, Handbook )
85 12.72%
4
( Friends/Relatives, Newspaper/Magazine/Books,TV/Broadcast/Film,
Computer/Internet ),
( Newspaper/Magazine/Books , TV/Broadcast/Film, Computer/Internet,
Handbook)
19 2.84%
5( Friends/Relatives, Newspaper/Magazine/Books ,TV/Broadcast/Film,
Computer/Internet, Handbook )8 1.20%
6( Friends/Relatives, Hotel/Restaurant, Newspaper/Magazine/Books,
TV/Broadcast/Film, Computer/Internet, Handbook )3 0.45%
7
( Friends/Relatives, Travel Agency/Tour Guide, Hotel/Restaurant,
Newspaper/Magazine/Books, TV/Broadcast/Film, Computer/Internet,
Handbook, Direct Mailing )
1 0.15%
A Case Study on the Tourist Impact Perception of Chinese Residents about Beijing Olympic Games
Yingzhi Guo, Ph.D. Fudan University, Shanghai, China Shanghai, China 2009
The Perceived Impacts of Information Channels by
Residents about Beijing Olympic Games
9%6%
7%
19%45%
10%4%
0% 0%
亲朋好友
旅行社/导游
酒店/饭店
报纸/杂志/书籍
电视/广播/电影
电脑/网络
宣传手册
直接的邮寄
其他
Friends/Relatives
Travel Agency/Tour Guide
Hotel/Restaurant
Newspaper/Magazine/Books
TV/Broadcast/Film
Computer/Internet
Handbook
Direct Mailing
Others
A Case Study on the Tourist Impact Perception of Chinese Residents about Beijing Olympic Games
Yingzhi Guo, Ph.D. Fudan University, Shanghai, China Shanghai, China 2009
Information
Channels
Special
Theme
New Idea Rich
Content
Great
Publicati
on
Good
Living/Ea
sting
Good
Locatio
n
Deep
Impressi
on
Friends/Relativ
es
2.83 3.15 3.2 3.25 3.55 3.48 3.85
Travel Agency/
Tour Guide
2.93 3.24 3.52 3.59 3.69 3.66 3.66
Hotel/Restaura
nt
3.48 3.42 3.77 4 3.26 3.35 3.61
Newspaper/
Magazine/Book
s
3.72 3.52 3.67 3.93 3.51 3.57 3.92
TV/Broadcast/
Film
3.53 3.55 3.73 4.03 3.75 3.8 3.89
Computer/
Internet
3.48 3.52 3.61 3.57 3.86 3.91 3.91
Handbook 2.93 3.33 3.67 3.6 3.27 3.47 3.6
Direct Mailing 4 4 4 4 3.5 4 3.5
Others 2 2 2 2 1 1 1
x2 54.000a 63.000a 63.000a 63.000a 72.000a 72.000a 72.000a
The Relationship between Information Channels and
Perception Impacts of Chinese Residents
about Beijing Olympic Games
A Case Study on the Tourist Impact Perception of Chinese Residents about Beijing Olympic Games
Yingzhi Guo, Ph.D. Fudan University, Shanghai, China Shanghai, China 2009
Study
Results
The Features of Tourist Impact Perception of Beijing Olympic Games
The Features of Tourist Motivations for Participation
in Beijing Olympic Games
The Correlation between Tourist Impact Perception &
Tourist Motivations for Beijing Olympic Games
Cluster Analysis of the Potential Participators for Beijing Olympic Games
The Effects of Publicizing Channels for Beijing Olympic Games
A Case Study on the Tourist Impact Perception of Chinese Residents about Beijing Olympic Games
Yingzhi Guo, Ph.D. Fudan University, Shanghai, China Shanghai, China 2009
Data
Source
Study
Purpose
Literature
Review
Study
Findings
Conclusion
&Limitation
Study
Background
A Case Study on the Tourist Impact Perception of Chinese Residents about Beijing Olympic Games
Yingzhi Guo, Ph.D. Fudan University, Shanghai, China Shanghai, China 2009
Conclusion
There were main six factors of tourist impact
perception about Beijing Olympic Games
There were mainly eight tourist motivations for Chinese
residents about in Beijing Olympic Games
There were closed correlation between tourist impact
perception & tourist motivations for Beijing Olympic Games
There were different features for three cluster groups
of potential participators about Beijing Olympic Games
Chinese residents were greatly impacted by different
information channels about Beijing Olympic Games
A Case Study on the Tourist Impact Perception of Chinese Residents about Beijing Olympic Games
Yingzhi Guo, Ph.D. Fudan University, Shanghai, China Shanghai, China 2009
Further Discussion
Marketing Policies of Potential Domestic
Residents for Beijing Olympic Games
Quantity Study about Chinese International/Domestic
Travelers about Beijng Olympic Games
Marketing Segmentation for Chinese Tourism Market
Comparison of 2008 Beijng Olympic Games
and Other Sports Games
Comparison of 2008 Beijng Olympic Games
and Other MICE Events
A Case Study on the Tourist Impact Perception of Chinese Residents about Beijing Olympic Games
Yingzhi Guo, Ph.D. Fudan University, Shanghai, China Shanghai, China 2009