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Chinese Tourists Shopping Behaviour in New Zealand: the Case of Health

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Chinese Tourists Shopping Behaviour in New Zealand: the Case of Health CHINESE TOURISTS SHOPPING BEHAVIOUR IN NEW ZEALAND: THE CASE OF HEALTH AND BEAUTY PRODUCTS A thesis submitted in partial fulfilment of the requirements for the Degree of Master of Commerce in Marketing Department of Management, Marketing, and Entrepreneurship Edward Paul Commons University of Canterbury June 2018 i ACKNOWLEDGEMENTS Without doubt, this has been one of the toughest challenges that I have completed in my life. I would not have been able to achieve this without the ongoing support and guidance from several people, who have played their part in making this thesis possible. First, I would like to thank my supervisors, Associate Professor Girish Prayag and Dr Chris Chen. This project would not have been achievable without your support, guidance and belief in me that I could complete this. So, THANK YOU! To the MCom classes of 2016/17, this has been a journey that we have shared together. The constant support and encouragement that we have given each other has always been a great morale booster. Not to mention the BYO’s and other social occasions that we have enjoyed. Good luck with your future endeavours and I look forward to staying in touch and crossing paths on our future journeys. I would also like to extend my warmest of appreciation to those people close to me, my family and friends. To Henry and Thomas, cheers for everything that you have done the past few years to ensure I was getting my full share of laughs and enjoying life outside of my studies. Thanks to my partner Anita, for your constant encouragement, patience, and voluntary tasks that you have happily undertaken to make sure that my wellbeing and health remained intact. To my parents, Averill and Paul, there would not be enough nice things that I could say. Thank you for always being there, providing me with emotional and financial support, but more importantly for giving me a high-quality education that I am so grateful for. Now it is time to put it to use. Lastly, as someone who cannot speak Chinese, I required the assistance from several people and organisations. Thank you to the University of Canterbury Confucius Institute and Christchurch International Airport. Also, thank you Jason Lau and Wenchen Dong for your help with the data collection. Lastly, to my Chinese friend Reny Ren, there is no possible way that I would have completed this thesis without you, so thank you so much! ii TABLE OF CONTENTS Acknowledgements .......................................................................................................... ii List of Tables ................................................................................................................. viii Table of Figures ................................................................................................................ x Abstract .......................................................................................................................... xi 1. Introduction .............................................................................................................. 1 1.1 Context to the Research .............................................................................................. 3 1.2 Research Objectives .................................................................................................... 5 1.3 Research Methodology ............................................................................................... 5 1.4 Research Contributions ............................................................................................... 6 1.4.1 Theoretical Contributions .................................................................................... 6 1.4.2 Practical Contributions......................................................................................... 7 1.5 Thesis Outline .............................................................................................................. 8 2. Literature Review .................................................................................................... 10 2.1 Introduction............................................................................................................... 10 2.2 Chinese Outbound Tourism ...................................................................................... 10 2.2.1 Literature Development ..................................................................................... 13 2.2.1.1 Travel Destination Literature ...................................................................... 16 2.2.2 New Zealand ...................................................................................................... 17 2.3 Outbound Tourist Shopping ...................................................................................... 19 2.3.1 Chinese Outbound Tourist Shopping ................................................................. 21 2.3.1.1 Propensity to Shop Overseas ...................................................................... 23 2.3.1.2 Demographics of Overseas Shoppers ......................................................... 28 2.3.1.3 Shopping Behaviour, Purchasing Decisions, and Preferences ................... 29 2.3.1.4 Chinese Tourists Post Purchase Behaviour ................................................ 30 2.3.1.5 Brand Familiarity......................................................................................... 31 2.4 Country of Origin ....................................................................................................... 32 2.4.1 Country of origin in Chinese Outbound Tourist Shopping ................................. 34 2.5 Health and Beauty Products...................................................................................... 37 2.5.1 Previous Studies ................................................................................................. 37 iii 2.5.2 New Zealand Health and Beauty Brands/Products ........................................... 38 2.6 Research Gaps and Objectives .................................................................................. 41 2.7 Literature Review Summary ...................................................................................... 42 3. Qualitative Phase .................................................................................................... 44 3.1 Introduction............................................................................................................... 44 3.2 Research Design ........................................................................................................ 44 3.2.1 Chinese Outbound Tourism Methods ................................................................ 45 3.3 In-Depth Interviews ................................................................................................... 47 3.3.1 Target Population and Sampling Technique ...................................................... 48 3.3.2 In-Depth Interview Protocol .............................................................................. 50 3.4 Ethical Considerations ............................................................................................... 51 3.5 Interview Questions .................................................................................................. 51 3.6 Data Analysis ............................................................................................................. 56 3.7 Results from the Interviews ...................................................................................... 58 3.7.1 Propensity to Shop Overseas ............................................................................. 59 3.7.2 Health and Beauty Products .............................................................................. 61 3.7.3 New Zealand Health and Beauty Products ........................................................ 62 3.8 Chapter Summary...................................................................................................... 67 4. Quantitative Phase ................................................................................................. 68 4.1 Introduction............................................................................................................... 68 4.2 Quantitative Research ............................................................................................... 68 4.3 Sampling Design ........................................................................................................ 69 4.3.1 Target Population and Sampling Frame ............................................................ 69 4.3.2 Sampling Technique ........................................................................................... 70 4.3.3 Data Collection ................................................................................................... 71 4.4 Ethical Considerations ............................................................................................... 72 4.5 Survey Design ............................................................................................................ 72 4.5.1 Survey Format .................................................................................................... 72 4.5.2 Factors Behind the Propensity to Shop Questions ............................................ 74 4.5.2.1 Motivation to Shop Overseas ..................................................................... 74 4.5.2.2 Purchasing Factors Influencing Overseas Decisions ................................... 75 4.5.2.3
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