4. Results
Statistical analysis revealed some differences between the
respondents’ opinions regarding the best long-term options
regarding the development of Goldfields tourism for the Chinese
market (Table 2). There was some difference of opinion between
the travel agents and destination representatives regarding the
Goldfields’ overall development potential, but not quite enough
to be significant at the pre-selected level. The desirable tourist
length of stay for travel agents compared with the destination
representatives was significantly different (P ¼ 0.000). The analysis
shows that travel agents generally considered a day-trip to
the Goldfields was more important for its future development
(mean ¼ 6.604), while the destination representatives thought an
overnight stay more desirable (mean ¼ 3.438). Non-significant
difference was found for the comparisons on the desired attraction
mix in the region. In terms of desirable traveller type, both
agents and destination participants favoured Chinese group
travellers.
Comparisons between the Goldfields’ two regional centres show
that while there is general agreement regarding the Goldfields’
potential to draw more Chinese visitors, there are some differences
of opinions on how to go about exploring this potential (Table 3).
There are internal differences of emphases in the destination
region. Comparisons of the means reveal that Bendigo respondents
considered that drawing more Chinese tourists to minor attractions
(i.e., areas beyond Ballarat) was more important for the region’s
future development (mean¼ 6.375) than did Ballarat respondents.
In contrast, the respondents in Ballarat perceived the major
attraction of Ballarat should remain the focal point for the regional
Chinese tourism market (mean¼ 3.000), with a resulting significant
difference of ‘‘P ¼ 0.004’’. Table 3 also shows that respondents