Zhao, Xiaodan (2020) Exploring perceptions and behavior of Chinese tourists at the tulip fields in the Netherlands. Master thesis.
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S4107195, Xiaodan Zhao,Master Thesis.pdf Download (1MB) | Preview |
Abstract
Overtourism in the Netherlands has been a persistent problem, especially in Amsterdam and nearby areas with hordes of tourists being particularly disruptive at the tulip fields. Several international media outlets have reported transgressive behaviour by international tourists at the tulip fields which has also indirectly contributed to a stereotyped image of misbehaving Chinese tourists. A media report in 2019 by the Guardian highlighted how Dutch farmers were using signs and banners at the tulip fields to control tourist behaviour and spread awareness. The fact that these signs were written in English and Chinese raises essential questions about Chinese tourists’ behaviour at the tulip fields and local perceptions. Therefore, the research objective of this study is to explore the motivations, perceptions, and behaviour of Chinese tourists at the tulip fields in the Netherlands, along with local perspectives on tourism and tourist behaviour. The study uses a multi-method research approach comprising qualitative methods such as semi-structured interviews, questionnaires and a visual discourse analysis of tourist photographs to provide an insight into the marketing of tulip fields, the psychology behind Chinese tourist transgressions, and organization of tulip-related activities for the tourists. Besides gaining an understanding of motivations for visiting a tulip field, results reveal that Chinese tourists' perceptions of a tulip field are shaped by the expectation of experiencing an authentic Dutch identity and transgressive behaviour among Chinese tourists could be explained by the mechanism of moral disengagement, which is influenced by both individual moral standards and collective behaviour. The significance of the research lies in contributing to tourist behaviour management at the destination as managers and practitioners could have a better understanding of tourists’ behaviour and implement proper measures to avoid transgressive behaviour.
| Item Type: | Thesis (Master) |
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| Degree programme: | Cultural Geography: Tourism Geography & Planning (track) |
| Supervisor: | Sharma, N. |
| Date Deposited: | 01 Dec 2020 10:14 |
| Last Modified: | 01 Dec 2020 10:14 |
| URI: | https://frw.studenttheses.ub.rug.nl/id/eprint/3395 |
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