TRAVEL PATTERNS OF STUDENTS AND ACADEMICS AT WUHAN UNIVERSITY

Purpose: The purpose of the study, conducted in 2019 at Central China Normal University in Wuhan, was to explore the travel experiences and motivations for traveling abroad among students, lecturers, and teaching assistants at the university. Methodology: Data were collected through an online questionnaire completed by 202 participants. This provided insight into their past travel experiences and helped identify the factors influencing their future travel intentions. Findings: The results show that most respondents have traveled outside of China, with Asian countries typically being the first destinations. While future travel plans are primarily focused on domestic travel within China, there is a noticeable increase in interest in other parts of Asia, as well as Europe and North America. Travel decisions are influenced by various factors, including the respondent's current location within China, personal motivations, and individual preferences, all of which are shaped by broader elements such as economic growth and visa policies. Cultural and historical attractions, value for money, and personal recommendations play a key role in choosing destinations, whereas activities like visiting casinos are considered less important. Social media and online travel platforms are becoming essential sources of information, and there is a clear trend toward more individualized travel with moderate spending. Limitations: The study was limited to a single higher education institution and a specific group of individuals, so the findings cannot be generalized to the broader population of Chinese travelers. Practical and/or Social Implications: The insights from this research can serve as a valuable foundation for developing more effective strategies to promote international tourism and for adapting travel services to better align with the expectations and interests of Chinese students and academic staff. Originality: The study is noteworthy for its focus on a specific target group within the context of a rapidly changing travel landscape, offering insights into evolving travel trends and preferences shaped by cultural, economic, and technological influences. Keywords: students, lecturers, tourists, China, travel habits.