Accessing the China Tourism Outbound Market

Transcription

1 Accessing the China Tourism Outbound Market

2 Study Background Literature Review Study Purpose Data Source Study Findings Further Study

3 Study Background

4 Study Background The Numbers of China Outbound Travelers In the Past 20 Years (Sources: CNTA) 8000 China had been the third expenditure country in the world OUTBOUND NUMBER(TEN 7000 with 66 billion THOUS.PERPONS) US dollars, million travelers in China 5000had been the No. 1 origin country in Asia and No. 5 in the world 4000 with the outbound travelers of million in China had been the first expenditure country in the world with billion US dollars in

5 The Top Ten Tourist Destination Countries in the World in 2020 (UNWTO) Mex ic o 7% UK 7% Rus s ia 7% J ac k 6% China 20% USA Italy 15% 7% Hong Kong, Franc e Spain China 13% 10% 8% China China will become the first tourist USA destination country in the world France in Spain

6 Top Ten Outbound Tourist Source Countries in 2020 (UNWTO) Unit:Ten Thousand Visitors Germany Japan U.S.A. China U.K. France Holland Canada Russia Italy China will be the fourth outbound tourist market with 0.1 trillion outbound travelers in the world in 2020.

7 Ten Top World Outbound Source Countries in 2020 (World Market Share %) Share 占世界市场比例 Market in the (%) World (%) Germany Japan U.S.A. China U.K. France Holland Canada Russia Italy 德国 日本 美国 中国 英国 法国 荷兰 加拿大 俄罗斯 意大利 China will be only next to Germany, Japan, and USA with market share of 6.2% in world outbound market. Germany Japan USA China Prof. Dr. Yingzhi Guo, Department of Tourism, Fudan University, Shanghai, China

8 Study Background Literature Review

9 Current Situations & Developing Trends of China Outbound Tourism 作者. 论文名 [J]. 期刊名, 卷号, 期刊号, 页码 Wolfgang Georg Arlt, 冯革群. 中国游客赴欧旅游组织机构的发展与未来任务 [J]. 旅游学刊, 2007, Vol.22, No.5, pp40~45. 常芮. 我国出境旅游的见状与发展思路 [J]. 商业时代, 2006, No.17, pp 戴斌, 张耀军. 90 年代中国出境旅游市场的特征与趋势 [J]. 财贸研究, 1997, No.6, pp16~18. 杜江等. 中国出境旅游变动趋势 [J]. 旅游学刊, 2002, Vol.6, No.3, pp 转载人大复印报刊资料 ( 旅游管理 ), 2002, No.5, pp27~31. 杜俊华. 中国出境旅游市场的发展与产业政策研究 [T]. 江苏 : 扬州大学硕士学位论文, 冯玮. 中国出境旅游现状及其未来发展思考 [J]. 经济地理, 2005, Vol.25, No.2, pp244~246. 郭鲁芳, 张素. 中国公民出境旅游文明与软实力提升研究 [J]. 旅游学刊, Vol.23, No.12, pp18~22. 赖玺婷, 杨志平, 刘水源. 中国出境旅游现状及对策分析 [J]. 沿海企业与科技, 2007, No.1, pp116~118. 李建华. 旅游市场营销未来发展八大趋势 [J]. 企业活力 营销管理, 2009, No.1, pp34~35. 李嬛. 出境旅游热的冷思考 [J]. 华东经济管理, 2004, Vol.18, No.3, pp162~163. 厉新建. 中国出境旅游市场发展变化与趋势 [J]. 人文地理, 2006, Vol.21, Vol.3, pp83~87. 刘菲. 关于我国开放出境旅游市场的思考 [J]. 北京工商大学学报 ( 社会科学版 ), 2004, Vo.19, No.2, pp75~79. 刘文波. 我国出境旅游市场的现状及趋势 [J]. 商业经济与管理, 1999, No.3, pp54~56, 58. 刘又堂. 近年来我国出境旅游快速发展的利弊分析 [J]. 商业研究, 2008, No.6, pp154~156. 龙婷. 论我国出境旅游的发展趋势及其对策 [J]. 江西科技师范学院学报, 2003, No.6, pp47~49. Prof, 孙玉琴 Dr.. Yingzhi 加入 WTO Guo, 中国出境旅游的发展态势和对策 Department of Tourism, [J]. 江西社会科学 Fudan University,, 2003, No.4, pp238~241. Shanghai, China

10 Current Situations & Developing Trends of China Outbound Tourism Brian King, Larry Dwyer, & Bruce Prideaux. An evaluation of unethical business practices in Australia's China inbound tourism market [J]. International Journal of Tourism Research, 2006, No.8, pp127~142. Chak-keung Simon Wonga, & Wai-Yan Yan Kwong. Outbound tourists selection criteria for choosing all-inclusive package tours [J]. Tourism Management, 2004, No.25, pp581~592. [SSCI] Chih-Hai Yang, & Nai-Fong Kuo. Trade-related influences, foreign intellectual property rights and outbound international patenting [J]. Research Policy, 2008, Vol.37, No.3, pp446~459. Christine Lim, & Ying Wang. China's post-1978 experience in outbound tourism [J]. Mathematics and Computers in Simulation, 2008, Vol.28, pp450~458. Hanqin Q. Zhanga, Hailin Qu, & Venus Mo Yin Tanga. A case study of Hong Kong residents outbound leisure travel [J]. Tourism Management, 2004, Vol.25, pp267~273. [SSCI]

11 Literature Review Current Situations & Development Trends Behavior Model & Characteristics

12 Behavior model & main characteristics 北京第二外国语学院课题组. 中国公民出境旅游消费评价及主客关系分析 [J]. 北京第二外国语学院学报. 2003, No.1, pp1~18. 丁健, 李林芳. 广州市居民的出境旅游行为 [J]. 地理研究, 2004, Vol.23, No.5, pp705~714. 龚颖. 我国出境旅游市场游客满意度研究 [D]. 辽宁 : 大连海事大学硕士学位论文, 黄向. 基于市场调查的中国旅加游客旅游期望研究 [J]. 旅游科学, 2008, Vol.22, No.2, pp44~48 刘博. 国内居民出境旅游动机相关问题研究 [T]. 吉林大学硕士学位论文, 王承云, 陈艾娜, 李娜娜. 上海市居民出境旅游行为研究 [J]. 上海师范大学学报 ( 自然科学版 ), 2007, Vol.36, No.3, pp101~107. 徐沁. 国内居民出境旅游分析 : 以江苏地区为例 [J]. 经济研究导刊, 2008, Vol.35, No.16, pp170~172. 徐沁. 游客出境游决策行为及其影响因素实证研究 基于江苏禄口机场的数据分析 [T]. 江苏 : 扬州大学硕士学位论文, 张善芹. 济南市出境旅游者行为研究 [T]. 山东 : 山东师范大学硕士学位论文, 赵宝春, 田志龙. 中国大陆游客境外目的地发达程度和文化距离偏好研究 [J]. 管理学报, 2008, Vol.5, No.6, pp896~902. 朱易兰. 中国老年出境旅游者消费行为特征研究 [J]. 广东农工商职业技术学院学报, 2008, Vol.24, No.2, pp51~53. 朱蕴波. 北京市出境旅游市场消费特征 Accessing the [J]. China 北京社会科学 Outbound, 2006, Tourism No.4, Market pp76~79. Prof, Dr. Yingzhi Guo, Department of Tourism, Fudan University, Shanghai, China

13 Behavior model & main characteristics Ah Keng Kau, & Pei Shan Lim. Clustering of Chinese tourists to Singapore an analysis of their motivations values and satisfaction [J]. International Journey of Tourism Research, 2005, No.7, pp231~248. Ah Keng Kau, & Pei Shan Lim. Clustering of Chinese tourists to Singapore an analysis of their motivations values and satisfaction [J]. International Journey of Tourism Research, 2005, No.7, pp231~248. Asad Mohsin. Tourist attitudes and destination marketing -- the case of Australia s northern territory and Malaysia [J]. Tourism Management, 2005, No1, pp723~732. [SSCI] Asuncio n Beerli, Gonzalo Dı az Meneses, & Sergio Moreno Gil. Self-congruit and destination choice [J]. Annals of Tourism Research, 2007, Vol.34, No.3, pp.571~587. [SSCI] Beverley Sparksa, & Grace Wen Pan. Chinese Outbound tourists: Understanding their attitudes, constraints and use of information sources [J]. Tourism Management, 2008, No.1, pp1~12. [SSCI] Chak-keung Simon Wonga, & Wai-Yan Yan Kwong. Outbound tourists selection criteria for choosing all-inclusive package tours [J]. Tourism Management, 2004, Vol.25, No.2, pp581~592. [SSCI] Donggen Wang. Tourist behaviour and repeat visitation to Hong Kong [J]. Tourism Geographies, 2004, Vol.6, No.1, pp99~118. Joo Hwan Seo, Sung Yong Park, & Larry Yu. The analysis of the relationships of Korean outbound tourism demand: Jeju Island and three international destinations [J]. Tourism Management, 2008, No.1, pp1~14. Joseph S. Chen. A case study of Korean outbound travelers destination images by using correspondence analysis [J]. Tourism Management, 2001, Vol.22, pp345~350. [SSCI] Nina K. Prebensen. Exploring tourists images of a distant destination [J]. Tourism Management, 2007, Vol.28, No.3, pp747~756. [SSCI] Soo Cheong Jang, Alastair M. Morrison, & Joseph T. O Leary Benefit. Segmentation of Japanese pleasure travelers to the USA and Canada selecting target markets based on the profitability and risk of individual market segments [J]. Tourism Management, 2002, No.23, pp367~378. [SSCI] Zhang Qiu Hanqin, & Terry Lam. An analysis of Mainland Chinese visitors motivations to visit Hong Kong [J]. Tourism Management, 1999, No.20, pp587~594. Accessing [SSCI] the China Outbound Tourism Market Prof. Dr. Yingzhi Guo, Department of Tourism, Fudan University, Shanghai, China

14 Outbound tourists travel motivations and decision making process based on influence of push-pull factors 雷平, 施祖麟. 我国出境旅游发展水平的国际比较研究 [J]. 旅游科学, 2008, Vol.22, No.2, pp 林璧属, 潘雪. 英国出境旅游产品分析 [J]. 旅游学刊, 2005, Vol.20, No.1, pp 宁娟红. 21 世纪初中国公民赴伊朗旅游可行性研究 [T]. 重庆 : 西南大学硕士学位论文, 汪德根, 陆林, 刘昌雪. 德国出境旅游市场比较优势与市场拓展对策 -- 兼论旅华 市场开发 [J]. 经济地理, 2004, Vol.24, No1, pp 吴益根. 韩国吸引中国游客的战略和方案 [J]. 南开管理评论, 2004, Vol.7, No.3, pp29~33. 张莉, 刘新平. 目的地因素对境外游客旅游决策的影响 [J]. 河北师范大学学报 ( 自然科学版 ), 2008, Vol.32, No.4, pp553~555.

15 Outbound tourists travel motivations and decision making process based on influence of push-pull factors Bob McKercher. Segment transformation in urban tourism [J]. Tourism Management, 2008, Vol.29, N0.4, pp1215~1225. [SSCI] Brian King, & Hew Jong Choi. Travel Industry Structure in Fast Growing but Immature Outbound Markets: the Case of Korea to Australia Travel[J]. International Journal of Tourism Research, 1999, No.1, pp111 ~ 122. Bruce Prideaux, & Sang Mu Kim. Bilateral tourism imbalance: is there a cause for concern: the case of Australia and Korea [J]. Tourism Management, 1999, Vol.20, pp523 ~ 531. [SSCI] Christina Geng-Qing Chi, & Hailin Qu. Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: An integrated approach [J]. Tourism Management, 2008, Vol.29, No.2, pp624~636. [SSCI] Christine Lim, & Ying Wang. China s post-1978 experience in outbound tourism [J]. Mathematics and Computers in Simulation, 2008, Vol.78, No.2, pp450~458. Christine Lim, Jennifer C. H. Min, & Michael McAleer. Modeling income effects on long and short haul international travel from Japan [J]. Tourism Management, 2008, Vol.29, No.6, pp1099~1109. [SSCI] Hanqin Q. Zhanga, Hailin Qu, & Venus Mo Yin Tanga. A case study of Hong Kong residents outbound leisure travel [J]. Tourism Management, 2004, Vol.25, pp267 ~ 273. [SSCI] Joo Hwan Seo, Sung Yong Park, & Larry Yu. The analysis of the relationships of Korean outbound tourism demand: Jeju Island and three international destinations [J]. Tourism Management, 2008, Vol.28, No.1, pp1~14. [SSCI] Joseph S. Chen. A case study of Korean outbound travelers destination images by using correspondence analysis [J]. Tourism Management, 2001, Vol.22, pp345 ~ 350. [SSCI] Paresh Kumar Narayan. Tourism Demand Modeling: Some Issues Regarding Unit Roots, Co-integration and Diagnostic Tests [J]. International Journal of Tourism Research, 2003, No.5, pp369 ~ 380. Prof, Dr. Yingzhi Guo, Department of Tourism, Fudan University, Shanghai, China

16 Literature Review Current Situations & Development Trends Behavior Model & Characteristics Industrial Polices & Economic Impact

17 Industrial Polices & Economic Impact Wang, 2004 Xiao, 1997 Yi, 2001 Zhong & Guo, 2001 Chen & Guo, 2005 Zhang, 2008,

18 Literature Review Current Situations & Development Trends Behavior Model & Characteristics Industrial Polices & Economic Impact Some Problems to the Rapid Development

19 Some Problems of Case Study of the Rapid Development rian King (1999) Travel Industry Structure in Fast Growing but Immature Outbound Cai, 2000 Markets: the Case of Korea to Australia Travel, International Journal of Touriam Research Int. J. Tourism Res. 1, pp Gao, 2002 Li, 2004 anqin Q. (2004) Liu, 2004 A case study of Hong Kong residents outbound leisure travel[j].tourism Management,No. Sun, pp Zhang, 2002 rian King (2006) An evaluation of unethical Zhao, 2006, business 2007, practices in Australia s China inbound tourism market[j].international Journal Of Tourism Research. No.8, pp Prof. Dr. Yingzhi Guo, Department of Tourism, Fudan University, Shanghai, China

20 Literature Review Current Situations & Development Trends Behavior Model & Characteristics Industrial Polices & Economic Impact Some Problems to the Rapid Development Marketing Strategies & Development Prof. Dr. Yingzhi Guo, Department of Tourism, Fudan University, Shanghai, China

21 Marketing Strategies & Development Chen, 1999 Long, 2003 Sun, 2004 Xiao, & Zhen, et al., 2003 Xiao & Ren, 2003 Zhang, G., 2003 Yang, 2005, 2007,

22 Methodology of Outbound Market Multidimensional Scaling Correspondence analysis logit model factor analysis t-test, & one-way ANOVA Gartner, W. C. (1989) Gallarza, M. G., I. Gil, & H. Calderon (2002) Ahmed, Z. U. (1991) Gallarza, M. G., I. Gil, & H. Calderon(2002) Cai, L. A. (2002) d Hauteserre, A. M.(2001) Gnoth, J. (1998) Williams, A., & A. Palmer (1999) Pearce, P. L. (1982) Echtner, C., & J. R. Brent Ritchie (1993) Fakeye, P. C., & J. L. Crompton (1991) Baloglu, S., & D. Brinberg (1997)

23 Literature Review Current Situations & Development Trends Behavior Model & Characteristics Industrial Polices & Economic Impact English papers in The tourism method mainly of English were papers from the in objective tourism mainly view focused of demand on both market. quantity and quality study. Chinese papers in The tourism method mainly of Chinese were papers from the in tourism subjective mainly view focused Marketing of supply on quality Strategies market. study, & especially on report for Development government. Some Problems to the Rapid Development Prof. Dr. Yingzhi Guo, Department of Tourism, Fudan University, Shanghai, China

24 Study Background Literature Review Study Purpose

25 Study Purposes The Policies and Development of China Outbound Tourism Market The Behaviors and Expenditure Features of China Outbound Travelers

26 Study Background Literature Review Study Purpose Data Source

27 Second-hand data First-hand data Data Source Quality analysis Quantity analysis

28 Data Source Second-hand Data First-hand Data International Publishing of UNWTO, WTTC, World Bank, etc. Yearbooks of China Tourism Statistics Yearbooks of China Economic Statistics In-depth Interview Sampling Survey Academic Tourism Journals

29 First-hand data Survey Spots The land is very large in China Shanghai The most economic developed cities in China Beijing Guangzhou The most potential outbound cities in China

30 Survey Spots International Airport Residents Community Hotels & Restaurants Shopping Centers Scenic Spots

31 Survey Period September December

32 Questionnaire Design Literature Reviews In-depth Interviews Pre-Test Survey Questionnaires Revisitin g Tourists Travelers Revisiting travelers Data Analysis First Tourists Differen t Profiles Differen t Motivat. Differen t Percept. Differen t Images Differen t Position Market Policy

33 Questionnaire Contents Questionnaire Design Structured Questions Unstructured Questions First Section Second Section Third Section Tourism Motivation Tourism Characteristics Socio Demographic

34 Measurement of Positioning Attributes 7-Point Likert-type Scale for attributes of destination Strongly Disagree (1) Neutral Agree (4) Strongly Agree (7) 5-Point Likert-type Scale for outbound motivation Strongly Disagree (1) Neutral Agree (3) Strongly Agree (5)

35 Research Methodology Descriptive analyses Chi-square analyses Factor analysis In-depth personal interviews Practical outbound destination market Tourists demographic profile Tourists outbo und travel decision making process Prof. Dr. Yingzhi Guo, Department of Tourism, Fudan University, Shanghai, China

36 Research Framework gender age education level occupation income Tourists (Demographic profile) Push factors (Travel motivations) Travel decision making process (The reaction process of pull-push factors) Pull factors (Destination attributes) Destinations (segmentation features of destination preference) The industrial demand & supply analysis for destination market Asia Europe America Oceania Africa Oceania

37 Study Background Literature Review Study Purpose Data Source Study Results

38 Study Results The Policies and Development of China Outbound Tourism Market The Behaviors Features of China Outbound Travelers

39 Guidelines for Chinese Outbound Market of Mainland Chinese Central Government Organizing Planning Controlling Develop Moderately in a normal way

40 Develop Moderately in a normal way Generate outbound tourists to China A favourable political relationship with China Attractive tourist resources & suitable facilities for Chinese travellers. Be guaranteed along with freedom of discrimination Be easily accessible by transportation A balance receipts with Mainland China in terms of tourist expenditures Outbound promotes inbound

41 Overseas Outbound Tourism Destination Countries with Approved Destination Status by Mainland Chinese Government Year Number of permitted countries 1 (Hong Kong, Macao), Thailand (Hong Kong, Macao), Thailand, Singapore, Malaysia Permitted (Areas) Countries (Hong Kong, Macao), Thailand, Singapore, Malaysia, Philippines (Hong Kong, Macao), Thailand, Singapore, Malaysia, Philippines, South Korea (Hong Kong, Macao), Thailand, Singapore, Malaysia, Philippines, South Korea, Australia, New Zealand In 1983 Mainland Chinese central government opened Hong Kong and Macau as destinations for visiting relatives & friends, which was the initial outbound. (Hong Kong, Macao), Thailand, Singapore, Malaysia, Philippines, South Korea, Australia, New Zealand, Japan, Vietnam, Cambodia, Burma, Brunei (Hong Kong, Macao), Thailand, Singapore, Malaysia, Philippines, South Korea, Australia, New Zealand, Japan, Vietnam, Cambodia, Burma, Brunei, Nepal, Indonesia, Malta, Turkey, Egypt (Hong Kong, Macao), Thailand, Singapore, Malaysia, Philippines, South Korea, Australia, New Zealand, Japan, Vietnam, Cambodia, Burma, Brunei, Nepal, Indonesia, Malta, Turkey, Egypt, Germany, Sri Lanka, Maldives, India, South Africa, Cuba, Croatia, Hungry, Pakistan GB had received Approved (Hong Kong, Macao), Thailand, Singapore, Malaysia, Philippines, South Korea, Australia, New Zealand, Japan, Vietnam, Cambodia, Burma, Brunei, Nepal, Indonesia, Malta, Turkey, Egypt, Germany, Sri Lanka, Maldives, India, South Africa, Destination Status (ADS) as Cuba, Croatia, Hungry, Pakistan, Another 26 European countries and eight African countries (Ethiopia, Kenya, Mauritius, Seychelles, Tanzania, Tunisia, Zambia, Zimbabwe) as well as Jordan Chinese outbound tourism market in (Hong Kong, Macao), Thailand, Singapore, Malaysia, Philippines, South Korea, Australia, New Zealand, Japan, Vietnam, Cambodia, Burma, Brunei, Nepal, Indonesia, Malta, Turkey, Egypt, Germany, Sri Lanka, Maldives, India, South Africa, Cuba, Croatia, Hungry, Pakistan, Another 26 European countries and eight African countries (Ethiopia, Kenya, Mauritius, Seychelles, Tanzania, Tunisia, Zambia, Zimbabwe) as well as Jordan, 北马里亚纳群岛联邦, 斐济, 瓦努阿图, 英国, 智利, 牙买加, 俄罗斯, 巴西, 墨西哥, 秘鲁, 安提瓜和巴布达, 巴巴多斯, 老挝, 蒙古, 汤加, 格林纳达, 巴哈马, 孟加拉, 叙利亚, 安道尔, 摩纳哥, 保加利亚, 乌干达, 阿曼, 纳米比亚, 阿根廷, 委内瑞拉 Prof. Dr. Yingzhi Guo, Department of Tourism, Fudan University, Shanghai, China

42 Overseas Outbound Tourism Destination Countries with Approved Destination Status by Mainland Chinese Government in 2011 Continent Number Outbound Destination Countries Asia 27 中国香港和澳门 泰国 新加坡 马来西亚 菲律宾 ( 1983~1992 ) ; 韩国 ( 1998 ) ; 日本 越南 柬埔寨 缅甸 文莱 ( 2000) ; 尼泊尔 印度尼西亚 ( 2002) ; 印度 马尔代夫 斯里兰卡 巴基斯坦 ( 2003 ) ; 约旦 塞浦路斯 ( 2004 ) ; 老挝 ( 2005) ; 蒙古国 ( 2006) ; 孟加拉 叙利亚 阿曼 ( 2007) ; 中国台湾 以色列 ( 2008) ; 朝鲜 ( 2009) Ocean 9 Europe 36 Africa 16 America 18 澳大利亚 新西兰 ( 1999) ; 北马里亚纳群岛联邦 斐济 瓦努阿图 ( 2005) ; 汤加 ( 2006) ; 密克罗尼西亚联邦 法属波利尼西亚 ( 2008) ; 巴布亚新几内亚 ( 2009) 马耳他 ( 2002) ; 德国 克罗地亚 匈牙利 ( 2003) ; 希腊 法国 荷兰 比利时 卢森堡 葡萄牙 西班牙 意大利 奥地利 芬兰 瑞典 捷克 爱沙尼亚 拉脱维亚 立陶宛 波兰 斯洛文尼亚 斯洛伐克 丹麦 冰岛 爱尔兰 挪威 罗马尼亚 At the end of 2012, 140 瑞士 列支敦士登 ( 2004) ; 英国 智利 俄罗斯 ( 2005) ; 安道尔 保加利亚 摩纳哥 destination ( 2007) ; 黑山 countries ( 2009) had received Approved 埃及 ( 2002) ; 南非 ( 2003) ; 埃塞俄比亚 津巴布韦 坦桑尼亚 毛里求斯 突尼斯 塞舌尔 肯尼亚 赞比亚 Destination ( 2004) ; 乌干达 摩洛哥 纳米比亚 Status (ADS) for ( 2007 ) ; 马里 佛得角 加纳 ( 2009) 古巴 ( 2003) ; 牙买加 巴西 墨西哥 秘鲁 安提瓜 巴布达 巴巴多斯 Chinese outbound tourism. ( 2005) ; 格林纳达 巴哈马 ( 2006) ; 阿根廷 委内瑞拉 美国 ( 2007) ; 哥斯达黎加 ( 2008) ; 哥伦比亚 圭亚那 厄瓜多尔 多米尼加 ( 2009)

43 ADS Countries (Areas) with Formal Package Tour Order Countries Start year management Order Countries Start year management 1 Hongkong 1983 Development in all 56 Zimbabwe Dec. 15, 2004 Development in all 2 Macao 1983 Development in all 57 Tanzania Dec. 15, 2004 Development in all 3 Thailand 1988 Development in all 58 Mauritius Dec. 15, 2004 Development in all 4 Singapore 1990 Development in all 59 Tunis Dec. 15, 2004 Development in all 5 Malaysia 1990 Development in all 60 Seychelles Dec. 15, 2004 Development in all 6 The 1992 Development in all 61 Kenya Dec. 15, 2004 Development in all Philippines 7 Australia 1999 In Beijing, Shanghai, Guangzhou 62 Zambia Dec. 15, 2004 Development in all July 2004 In Tianjin, Hebei, Shandong, 63 Jordan Dec. 15, 2004 Development in all Jangsu, Zhejiagn, Chongqing August 2006 Development in all 64 Commonwealth Apr. 1, 2005 Development in all of the Northern 8 New Zealand 1999 In Beijing, Shanghai, Guangzhou 65 Fijian May 1, 2005 Development in all July 2004 In Tianjin, Hebei, Shandong, 66 Vanuatu May 1, 2005 Development in all Jangsu, Zhejiagn, Chongqing August 2006 Development in all 67 Britain Jul. 15, 2005 Development in all 9 Korea 1998 Development in all 68 Chile Jul. 15, 2005 Development in all 10 Japan 2000 Tying in Beijing, Shanghai, 69 Jamaica Jul. 15, 2005 Development in all Guangzhou Sep. 15, 2004 In Liaoning, Tianjin, Shandong, 70 Russia Aug. 25, 2005 Development in all Jiangsu, Zhejiang Jul. 25, 2005 Development in all 71 Brazil Sep. 15, 2005 Development in all 11 Vietnam 2000 Development in all 72 Mexico Sep. 15, 2005 Development in all 12 Cambodia 2000 Development in all 73 Peru Sep. 15, 2005 Development in all 13 Burma 2000 Development Among in all of Approved Antigua and Sep. 15, 2005 Development in all Barbuda 14 Brunei 2000 Development Destination all 75 Status Barbados (ADS), Sep , 2005 Development in all 15 Nepal 2002 Development in all 76 Laos Sep. 15, 2005 Development in all 16 Indonesia 2002 Development countries/areas in all 77 had Mongolia been put Mar. 1, 2006 Development in all 17 Malta 2002 Development in all 78 Tonga Mar. 1, 2006 Development in all 18 Turkey 2002 Development in all 79 Grenada Mar. 1, 2006 Development in all 19 Egypt 2002 Development into in practice all 80 by package Bahamas tours Mar. 1, 2006 Development in all 20 Germany 2003 Development in all 81 Argentina Jan. 1, 2007 Development in all 21 India 2003 Development before in all the end 82 of January Venezuela Jan. of 1, 2007 Development in all 22 Maldives 2003 Development in all 83 Uganda Jan. 1, 2007 Development in all 23 Sri Lanka 2003 Development in all Bengal Jan. 1, 2007 Development in all 24 South Africa 2003 Development in all 85 Andorra Jan. 1, 2007 Development in all 25 Croatia 2003 Development in all 86 Bulgaria Oct. 15, 2007 Development in all 26 Hungary 2003 Development in all 87 Morocco Oct. 15, 2007 Development in all 27 Pakistan 2003 Development in all 88 Monaco Oct. 15, 2007 Development in all 28 Cuba 2003 Development all 89 Syria Oct. 15, 2007 Development in all 29 Greece September Accessing 2004 the Development China all Outbound 90 Tourism Oman Market Oct. 15, 2007 Development in all 30 France September 2004 Development in all 91 Namibia Oct. 15, 2007 Development in all 31 holand September 2004 Development in all 92 USA Jun. 17, 2008 In Beijing, Tianjin, Shanghai, Jiangsu, Prof, Dr. Yingzhi Guo, Department of Tourism, Fudan University, Shanghai, China

44 Entering WTO Fewer formalities and barriers for outbound Chinese travelers Reductions in traveling costs as a result of global competition Removal of some protectionist policies Upgrade of communication, finance, and information facilities, etc. Relatively free foreign exchange currency system & transactions Relaxing limitations on Chinese citizens purchasing FEC with RMB

45 Number of Mainland Chinese Outbound Tourists YEAR OUTBOUND NUMBER(TEN THOUS.PERPONS) 8000 RATES (%) OFFICICAL OUTBOUND NUMBER(TEN THOUS.PERPONS ) RATES (%) PERSONAL OUTBOUND NUMBER(TEN THOUS.PERPONS ) RATES (%) OUTBOUND 27.7 NUMBER(TEN THOUS.PERPONS) From to , the total number 21.1 of outbound tourist In 2012, growth rates 7.3 of travelers were 544million outbound travelers to ADS with 3.06 annual increasing rate countries/areas were all of %, as the first outbound increased origin comparing country in to previous Asia. year, except for Vietnam, Burma, & Kazakhstan Prof. Dr. Yingzhi Guo, Department of Tourism, Fudan University, Shanghai, China

46 Number of Mainland Chinese Outbound Tourists for the Official Purpose YEAR OUTBOUND NUMBER(TEN THOUS.PERPONS) RATES (%) OFFICICAL OUTBOUND NUMBER(TEN THOUS.PERPONS) RATES (%) PERSONAL OUTBOUND NUMBER(TEN THOUS.PERPONS) The outbound travelers for the purpose of public business reached 5.87 million in 2012 with 10.8 times more than that in % RATES (%)

47 Number of Mainland Chinese Outbound Tourists for the Private Purpose YEAR OUTBOUND NUMBER(TEN THOUS.PERPONS) RATES (%) OFFICICAL OUTBOUND NUMBER(TEN THOUS.PERPONS) RATES (%) PERSONAL OUTBOUND NUMBER(TEN THOUS.PERPONS) The outbound travelers for the purpose of private business reached million in 2012 with 35.0 times more than that in % RATES (%)

48 The Comparison between China Outbound Tourism Market and China Gross National Product Year Number of outbound tourists (10 thousand) Growth rate (%) Total GDP (100 million) Growth rate (%) The growth rate of China outbound market generally surpassed that of China s national economy or GDP Prof. Dr. Yingzhi Guo, Department of Tourism, Fudan University, Shanghai, China

49 The Comparison between China Outbound Tourism Market and China Per Capital GDP Year Number of outbound tourists (10 thousand) Growth rate (%) Per capital GDP (yuan/person) Growth rate (%) The growth rate of the outbound market also surpassed that of China s GDP per capital Prof. Dr. Yingzhi Guo, Department of Tourism, Fudan University, Shanghai, China

50 The Comparison between China Outbound Tourism Market and China Domestic Tourism Market Year Number of China outbound tourists (10 thousand) Growth rate (%) Number of China domestic tourists (100million) Growth rate (%) The growth rate of the outbound market surpassed that of domestic tourist market Prof. Dr. Yingzhi Guo, Department of Tourism, Fudan University, Shanghai, China

51 The Comparison between China Outbound Tourism Market and China Inbound Tourism Market Year Number of outbound tourists (10 thousand) Growth rate (%) Number of inbound tourists (10 thousand) Growth rate (%) The growth rate of the outbound market surpassed that of China s inbound tourist market Prof. Dr. Yingzhi Guo, Department of Tourism, Fudan University, Shanghai, China

52 Number of Outbound Tourists and Its Growth Rate for Major Generating Countries (Unit:10 thousand travelers) Year Germany America Britain China Canada France Italy Japan The number of China outbound travelers was smaller than those of some developed countries such as Germany, USA and GB

53 Number of Outbound Tourists and Its Growth Rate for Major Generating Countries (Unit:10 thousand travelers) Year Germany America Britain China Canada France Italy Japan The growth rate of outbound tourism market in China is much quicker than those of some developed countries such Germany, USA, GB, Canada, France, Italy and Japan

54 Package Outbound Tours of Travel Agencies in Mainland Chinese Outbound Tourism Market YEAR OUTBOUND TRAVELERS BY TRAVEL AGENCIES (TEN THOUSAND PERSONS) RATES OF TOTAL OUTBOUND TRAVELERS (%) INCREACE RATE COMPARING TO THAT OF LAST YEAR (%) Package tours by travel agencies had been increased from 7.2 million travelers in 1993 to million in 2011 with annual increasing rates of over 25% Prof. Dr. Yingzhi Guo, Department of Tourism, Fudan University, Shanghai, China

55 Seasonality of Outbound Tourism Market in China MONTH OUTBOUND NUMBER(TEN THOUS.PERPONS) RATES(%) PERSONAL OUTBOUND NUMBER(TEN THOUS.PERPONS) RATES(%) The seasonal features of outbound tourism market for Chinese is not TOTAL apparent with balance distribution all the year round.

56 Demographic Profile of Respondents Gende r Age Male 18.00% 3.20% Female 39.20% 46.00% 54.00% 39.60% Under or above 6.50% 6.70% 11.80% 9.20% 22.30% 10.20% 29.60% 35.20% < 2,000Yuan 2,000-3,999 Yuan 4,000-5,999 Yuan 6,000-7,999 Yuan 8,000-9,999 Yuan > 10,000 Yuan 68.50% High school or below University students Post graduate school Monthly Family Income Education Level

57 Demographic Profile of Respondents 8.40% 1.30% Occupatio n 11.00% Type of Overseas Tour 4.00% 8.90% 23.40% 19.60% 1.10% 11.00% 4.00% 6.70% 28.00% Civil servant Company employee Teacher Retired person Professional Student Independent businessman Sales or service Solider Others 32.50% 40.10% Indiv idual Package tour Package tour Others 32.80% 15.20% 17.10% or more Less than 6 nights 6-10 nights More than 8 nights 20.00% 62.90% 54.20% Duration of Overseas Tour Frequency of Overseas Tour Prof. Dr. Yingzhi Guo, Department of Tourism, Fudan University, Shanghai, China

58 Push factors about China outbound travelers motivation 1 2 Self-fulfillment Learning /Enjoying M=3.46,Eig=4.547 M=4.20, Eig= Emotion & Escape Out-of-common M=4.90, Eig=2.096 M=4.32, Eig=1.491 To enjoy fun of shopping To enjoy fun of gambling To enjoy fun of exciting To activities show off my social status M=3.87 To take pictures M=3.87 and show them To show off my experiences M=2.63 M=3.81 M=3.30 M= Self-fulfillment To see historical and cultural resources To see developed industrial fields To see natural resources To see economically developed society M=3.87 M=3.87 M=3.87 M= Emotion & Escape To pursue knowledge about culture and M=3.87 history To gain new energy in life To relieve daily stress/routines To make friends with others To increase family/kinship or friend ties 2. Enjoying & Learning M=5.20 M=5.42 M=4.53 To seek adventure 4. Out-of-common M=5.20 To visit where my friends have M=5.20 not been To seek M=5.20 curiosity/novelty

59 Importance of Attributes and Preference on Mainland Chinese Overseas Destination Countries Destination attribute Mean Standard deviation inexpensive travel cost inexpensive travel cost level of economic development high level of economic development beautiful scenery safety beautiful scenery secenry good leisure & recreation facilities good place for shopping different cultural and historical resources safety easiness to arrange travel plans good weather well-equipped 1. Economic level Beautiful tourist tourism facilities and cost resources good leisure and recreation facilities good 2. place for Good Information shopping & facility different cultural & historical resources good weather easiness to arrange travel plans well-equipped tourism facilities Rank

60 Study Background Literature Review Study Purpose Data Source Study Result Further Studies

61 Limitation Growth in per capita disposal income of Chinese households Expanding Growth in Chinese outbound tourists Stronger demand and market development trend Changing Updated data New demand features pending to explore Further survey

62 Further Study Case Study about China Outbound Tourism Market Marketing Segmentation for China Outbound Tourism Market Comparison of China Outbound Tourism Market in Different Countries or Areas Comparison of China Outbound Tourism Market in Different Times or Periods

63 Discussions (1). What are the motivations of Chinese outbound travelers according to materials and the discussion in your group (2). If you are CEO of a Chinese travel agency, how could you make marketing policies according to different tourist motivations on the base the tourism marketing theorie you had learned before?

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