'Chinese Tourists – What do they Want?’ is a must read for anyone engaged in the tourism Industry.
During the last decade the volume of outbound tourism from China increased dramatically, making it the top country spending on foreign travel with figures amounting to 130 billion US dollars in 2018.
Indeed, at present, the very idea of discussing practical suggestions for improving tourist services may seem odd, a remote memory of long-gone circumstances that prevailed in our world up to early 2020. However, a closer look at the latest developments in China show that this rich and thorough publication is in fact very timely. Like several other states in East Asia, China has shown remarkable success in its struggle against the Corona virus, coping far better than other countries. Even in Wuhan, the ground zero of the outbreak, life has gotten back on track. A glimpse of China during last October reveals the stark contrast between the situation there and that prevailing in Europe or America: while most inhabitants of this planet have been ensconced in their homes, China's railway stations, airports, roads and tourist destinations were teeming with some 600 million people (around 40% of the country's entire population) who spread out, traveling around the country in the midst of a holiday and vacation packed week combining the Mid-Autumn Festival and the national holiday. This year, the vast mass of internal tourists were supplemented by the swarms of outbound Chinese tourists who rush overseas every October, adding enormously to the revival of local economy. In light of China's success in recovering from the crisis, it is expected that Chinese tourists will be among the first to reappear in popular destinations once the pandemic is over.
To many businesses and tourist enterprises, it will present a unique opportunity to re-emerge from the crisis in the post-corona era. To succeed in doing so, those businesses and tour organizers will have to prepare well in advance, making necessary adjustments that may prove crucial to their future survival. This book caters exactly to this purpose. May it be government organs, public institutions, private entrepreneurs, operators of tourist attractions, individual professionals, tour guides, academic institutions, hotel and airline companies, it offers readers a detailed scrutiny of all aspects concerning Chinese tourism and aims to tackle several popular misconceptions that often stand as unnecessary obstacles to realizing its full potential. This book presents important means to tap into this continuous increase in the volume of Chinese visitors, and suggests important ways to "understand your customers' needs and offer to fulfil that need."
The book contains invaluable information on the habits, interests, customs, recreational and culinary preferences, and background information on Chinese cultural tenets. These are skilfully accompanied by illuminating examples and additional ideas based on the authors' personal experience and close knowledge of the field.
Nevertheless, this book does more than just simply laying out the information for those who are already experiencing large influx of Chinese customers and visitors: In the 8th chapter, the authors go further to discuss in great detail "How can we get them to visit us?", offering innovative insights that could actually make a huge difference not only to specific businesses, but also to entire local tourism industries as a whole.
This book is a welcome and long-awaited contribution to the field that may benefit professionals and business entrepreneurs in their efforts to accommodate the needs and demands of the continuously growing wave of visitors from China.
Tel Hai College