The moderation of gender and generation in the effects of perceived destination image on tourist attitude and visit intention: A study of potential Chinese visitors to Australia

The overall purpose of this study is to examine the moderating roles of gender and generation in the effects of perceived destination image on tourist attitude and visit intention among Chinese potential tourists to Australia. Australia is one of the preferred destinations to Chinese tourists, and the China market emerges to be increasingly important to destination marketing organizations in Australia. Echoing the call for more gender studies in the tourism literature and also based on the generation theory, this study employed a cross-sectional questionnaire survey design and used structural equation modelling in its analysis. Survey data were collected through convenience sampling in the Chinese city Harbin at various public venues where urban residents can be found. The study identified Services and Tourism Provisions, Natural Environment and Quality of Life as three destination image dimensions perceived by Chinese urban residents towards Australia. Services and Tourism Provisions and Natural Environment both positively affected tourist attitude, which in turn levered up visit intention. The study found that the effect of Services and Tourism Provisions on attitude was stronger for men than for women, while the effect of Natural Environment on attitude was stronger for women than for men; for the post-1980s/1990s generation, the effect of Natural Environment on attitude was significantly stronger than that for the post-1960s/1970s generation. Implications for tourism marketers and managers are discussed.