Journal title QUADERNI DI ECONOMIA DEL LAVORO
Author/s Antonella Decandia
Publishing Year 2013 Issue 2013/100 Language Italian
Pages 33 P. 159-191 File size 783 KB
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China has experienced a steady and significant increase in outbound tourism over thepast 10 years, attracting the attention of public and private tourism organizations aroundthe world.The first section of this article outlines the most significant actions carried out by thosecountries that mostly turn their attention to the Chinese tourism: from a breakdown of allthe Australian case studies considered as a virtuous example to an overall analysis of theEuropean countries, and finally a special focus on the Italian situation.The following are the major repeated patterns and "best practices" for successful implementationof a professional approach to enter this huge yet emerging market. These casestudies can be replicated and adapted to the needs of large and small companies who wantattract Chinese visitors.The report highlights strengths and weaknesses of both public and private tourism companiesregarding China as a major market. It is clear that, in order to satisfy China’s demandfor tourism services, travel industry must adapt to this increasingly diversified,evolved and heterogeneous market.In the same vein, it seems to us absolutely essential not to waste energy in isolated initiativesthat are often not adopted, but to carry on steady job and a long-term strategy for thecreation of a shared network among all those who believe in the potential of the Chinese market.
Antonella Decandia, Buone pratiche nel turismo outbound cinese in "QUADERNI DI ECONOMIA DEL LAVORO" 100/2013, pp 159-191, DOI: 10.3280/QUA2013-100007