What is it about?
This research paper takes a holistic view of the knowledge about the Chinese outbound tourists so as to develop a strategic framework towards positioning Greece in the China outbound tourism market. The knowledge for the Chinese tourists indicates that the top five digital platforms often used are Ctrip, Qunar, QQ, Weibo and WeChat, which could be effective tools for the promotion of Greek tourism in China.
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Why is it important?
The conducted survey is a first step to investigate the knowledge of Chinese tourists for the destination of Greece. The findings help to propose a strategic knowledge framework for the Greek tourism authorities so that Greece can become a more active player in the Chinese outbound tourism market.
Perspectives
This is an innovative paper. It provides information on the expanding Chinese tourism market in Greece, and it gives readers valuable and new information on Chinese tourists to Greece in relation to gender, age, workplace and occupation, education, income, experience of travelling abroad, and language proficiency. It also gives information of the preferences of travelling, whether on a package tour or as individuals, on budget decisions, tour agencies used, services expected, related destinations. Most importantly it investigates the issues involved in cross-cultural understanding or misunderstanding. This is a vitally important topic in developing understanding of the problems and opportunities in the rapid development of Chinese tourism interest in Greece.
Jing Fu
Chengdu University
Read the Original
This page is a summary of: Strategic framework showcasing Greece in the Chinese tourism market, EuroMed Journal of Business, September 2015, Emerald,
DOI: 10.1108/emjb-09-2014-0031.
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