Chinese Tourists' Travel Motivations - and Their Resultant Preferred Travel Activities

6329 Words Jul 12th, 2011 26 Pages
Chinese Tourists’ Travel motivations
And their resultant preferred travel activities.
An analysis of past studies of Chinese outbound tourist from the past six years sets up a framework of Chinese outbound tourist motivations and their resultant activities.

Sanne Leuenhagen Petersen Cand.negot. International Tourism and Leisure Management, SDU Esbjerg 12-11-2009

Table of content
Abstract ................................................................................................................................................ 1 Chinese outbound tourism – the golden egg! ..................................................................................... 2 Objective
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Chinese outbound tourism – the golden egg!
The Chinese tourists are by many seen as the goldmine of tourism. If only the destination can get its foot in the door then the sheer number of Chinese will generate enough revenue to keep the economy going. However, even though this is true, very little is known about the Chinese tourists. The Chinese travel market is only just emerging. For many years the Chinese did not have the income or a political approach which allowed overseas or outbound travel. Purely leisure tourism is a relatively new type of outbound tourists from China. This type of travel which requires no business objectives or family in the visited country is only 10 years old – and for Denmark and the Schengen countries it is even newer. An agreement which gave the Schengen-area Approved Destination Status only came about in 2004. According to the World Tourism Organization (WTO) the annual number of outbound Chinese tourists is supposed to reach 100 million in 2020 and become the fourth largest source of outbound travel in the world (WTO, 2003). These figures alone encourage destinations and businesses to try and attract this huge market. But who are they and why do they travel? The market is so new and unexplored and so large that it is hard to find answers to these questions. If Odense City is to compete with other cities and destinations in Denmark, Scandinavia and/or

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