From what I have heard here in Fiji, the passenger market is aimed not only at the Mainland Chinese market but also the flowthrough of the Indian market (roughly 35-40% of the Fijian population is of Indian heritage).

Loadings have not been that great recently - they are somewhere in the region of 60% according to the last tourism briefing I attended.

The aircraft they use is not equipped with the usual bells and whistles in the cabin (it is an aging 767) which probably doesn't help things. Nowadays I would struggle to buy a ticket for a 10 hour daytime flight down the back with only main screen entertainment.