Examining service shortfalls using expectation and performance: the case of Chinese group package tours in Australia

This paper examines service shortfalls of Chinese group package tours in Australia. China is now Australia's fastest growing inbound tourism market and under the ADS scheme, most Chinese travel to Australia on package tours. However, little is known about their service experience and the scandals about the shopping oriented tours operated by Chinese travel agencies make this issue particularly important. Firstly, the background to the research is provided, followed by a literature review focusing on finding an appropriate conceptual framework for the present study. As a result, the performance minus expectation paradigm has been chosen. After that, the dimensionality of package tour service quality was examined through literature review, group discussions and a survey questionnaire. The preliminary results of data analysis shows that Chinese package tourists' expectations were not met and potential issues have been identified in tour guiding service, attractions and other on-tour services.