Sociodemographic aspects and satisfaction of Chinese tourists visiting a coastal city

The present study analyzes the Chinese tourist visiting a coastal city and has the following objectives: (1) Analyze the sociodemographic profile, (2) establish the levels of satisfaction in the attributes of the visit, and (3) determine the loyalty of the Chinese tourist. The research was carried out in the city of Guayaquil and tourists were surveyed in situ who had visited the coastal province of Santa Elena in Ecuador.A questionnaire was administered to a group of 377 Chinese tourists inside the Guayaquil International airport in Ecuador. The data was analyzed through univariate and bivariate statistical calculations. It was detected that most Chinese tourists are the young whose main motivation for visiting this destination is associated with nature-related attractions. Additionally, they valued the authenticity of the local cuisine and the warmth of the host community. Regarding loyalty behavior, they also obtained high scores in intentions to recommend, say positive things, and revisit the destination. The study expands the understanding of the literature on Chinese tourists in coastal destinations and could help destination managers in their decision making.