Impacts of Tourists’ Sociodemographic Characteristics on the Travel Motivation and Satisfaction: The Case of Protected Areas in South China

Western studies on nature-based tourism have long explored the relationships among tourists’ sociodemographic characteristics, motivation and satisfaction as a way of predicting their visitation patterns and travel behaviours. Relatively few studies have been conducted in the Chinese context given its varied and extensive landscapes. This paper seeks to fill this gap using data from questionnaire surveys conducted in two popular and prestigious forest nature reserves in Guangdong province between August and December 2015. Data collected were analyzed by multiple regression tests with socio-demographic factors as the predictors of travel motivation and satisfaction in SPSS 24.0. The key findings and observations include the following: First, contrary to some overseas studies, education level was negatively correlated with tourists’ satisfaction with management and educational value. Second, age was positively correlated with the sense of relaxation and nature exploration. Third, education level had a negative correlation with motivation regarding social influence. Fourth, the influence of local culture helps differentiate Chinese tourists from Western tourists, implying that different management strategies should be adopted. All these findings offer insights to nature-based tourism operators that cater to the growing ranks of Chinese ecotourists.