Chinese tourists visiting Singapore: Pull and push factors

China looks set to become the fourth largest outbound tourist generating country in the world by 2020 (World Tourism Organisation, 1997). Tourists from Mainland China are the second most important source of tourist arrivals in Singapore. A better understanding of the Chinese tourists’ needs and expectations will be helpful in positioning the country to attract them. The data collected at Singapore Changi International Airport are segmented to different groups under various demographic factors. This study shows that there exist motivational differences among gender, income, age as well as travel frequencies. The findings are useful to the marketers to establish their strategic plans in targeting at different groups of Chinese visitors.