Tourists' preferences of Chinese EDI in information search based on series of discriminant analysis of cross-cultural marketing

Abstract

Definitely, it is difficult to find either memorial or external information of tourism destinations for international, especially intercontinental tourists. But for them to be fronting variety of Chinese destination image, and to be attracted to some destinations, diversiform etourism websites developed by international travel agents are demonstrating a potent instrument. Accordingly, based on 78 English etourism websites picked from searched 3130 websites through Google Search, extracted 33 EDI characteristics designed independent variables are extracted. And depended on Alexa Traffic Details, the countries' usage percentages were obtained. Series of discriminant analysis (DA) were utilized to estimate the cross-cultural tourists' preferences of EDI determinants. Findings are that preferences of tourists are existing, the classified significance of EDI characteristics is prompting, and international tourism market segmentation oriented continental plate is proposed.