Evaluating Chinese Consumer Choices: Bicester Village Tourism

This report investigates the factors that attract Chinese consumers to Bicester Village, a popular shopping destination in the UK. It provides an overview of the tourism industry, destination management, and the significance of the Chinese outbound tourism market. The research explores the problem statement by highlighting the shopping behaviors and preferences of Chinese tourists, emphasizing their interest in international brands and cost-effective prices. The report delves into the methodology, including the research philosophy, approach, design, sampling, data collection, and analysis methods. It aims to identify the key drivers for Chinese consumers' shopping choices and how Bicester Village can enhance its appeal. The study also examines the challenges and opportunities related to maintaining consumer satisfaction in a competitive market. The findings are expected to be beneficial for the management of Bicester Village, organizations involved in destination management, and future researchers studying Chinese tourism.