An Online Content Analysis on Honeymoon Destination Choice by Chinese Market

Based on a brief analysis on current status of honeymoon travel development in China, the authors choose online travelogues as a data base to conduct a content analysis to define the most important determinants which influence peoples' destination choice after their wedding ceremonies, and an indicator system for honeymoon destination assessment for consumers' concerns. The authors then apply this framework to rank the most welcomed honeymoon destinations in the world according to China's market preferences and their online travelogues. The result provides a potential benefit for both the destination image positioning and consumers' rational site selection during their travel decision making.