Chinese independent travelers in the Nordic region: A netnographic study of tourist motivation

Abstract: This study investigated the travel motivation of Chinese travelers who chose the Nordic region as a travel destination. The main methodology adopted in this study is netnography, and the main theoretical framework applied is the push-pull model, as it is suitable to work out my research question. Through analysis, some new findings and new concepts that are previously not included have been found. The value of the worldwide influential brands has been considered as part of pull factors of a tourism destination. In addition, demotivation is an important supplement to consider when applying the push-pull model.