China outbound tourism education series part 14: What are their expectations?
28 September 2009 // Filed under ChinaContact press release
Travelling is a big deal for Chinese and doubly so when travelling abroad. The freedom to travel to Europe without the need for official permission is the beginning of an era for the tourism industry. Tourism, however, is not a new phenomenon. Under the pretext of business of official delegations, hundreds of thousands of Chinese had visited Europe in the past decade.
The historic background of travelling abroad was often based on “friendly relations” with other countries. Until the late eighties the world was divided in two camps engaged in cold war. During this period China made a clear distinction between friendly nations and adversaries. Officials were allowed to travel abroad only upon official invitation to enhance friendly relations. It was therefore very much limited to officials and seen as a great privilege. With the fall of the Berlin Wall, the consequent change in world order and economic reforms in China, outbound travel had moved from being the privilege of officials to a business necessity. As disposable income and leisure time increases, it is now becoming a part of ordinary people’s lives for pleasure and education. However, visiting other countries is still regarded as an exchange of friendship and goodwill.
This cultural background can influence the expectations of Chinese travellers. One often still feels honoured or privileged to travel abroad and expects a corresponding hospitality from the hosts. With the changing times, privileged Chinese visitors are not necessarily received ceremoniously; rather they are often treated as a cash cow. Frequently, the Chinese visitor is disappointed in the level of service and hospitality he/she finds in Europe. To experience Western society first hand is very much a culture shock. Europe is not the hyper-modern society they have expected compared to China which has always depicted itself as backward and poor.
The first groups of travellers to Europe received a great deal of publicity and have set the tone for Europe’s image in Chinese eyes. They view with respect Europeans’ regard for cultural heritage, the environment and personal freedoms. The positive experience often comes from such things as access to casino’s, to luxury goods and visits to famous traditional landmarks like the Eiffel tower and Dutch windmills.
As national tourism boards and tour operators are finally allowed to promote and advertise their tourism products and services, the Chinese consumers will now have unprecedented access to information. This offers a choice on what type of travel they would like and leads to a quick diversification of the market. Although shopping is high on the list, the negative experience of many on high pressure ‘shopping tours’ to Southeast Asia and Australia is slowly changing the priorities. Interest in attractions, museums and nature, variety of accommodation and means of transport will all be expressed by this market in the next few years.
Based on a research by the China Economic Prosperity Inspection Centre in 2002 among 700 Chinese citizens from Beijing, Shanghai and Guangzhou, it was surmised that over 60% intend to travel abroad within one year.
Excerpts of the survey:
Do you intend to travel abroad within one year?
|
I have been abroad already and have the intention to travel again |
21.6% |
|
I have not been abroad, but intend to go |
42.25% |
|
I do not intend to travel abroad |
36.2% |
Do you intend to travel abroad within three years?
|
Yes |
No |
Not sure |
|
38.2% |
19.6% |
42.2% |
When planning a trip abroad, what do you consider the most important issue?
|
Sightseeing schedule |
27.40% |
|
Service quality |
25% |
|
Variety of destinations |
18% |
|
Standard of accommodation and food |
17% |
|
Transportation |
10.40% |
When planning a trip abroad, what is your main concern?
|
That promises made by the agent are not fulfilled |
31% |
|
Complicated procedures |
28.90% |
|
Price may be prohibitive |
20.10% |
|
That complains will remain unresolved |
11.40% |
|
Lack of choice among travel agencies |
8.60% |
Source: Huanya Economic Research Institute
2009-09-28 :: Roy Graff