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The Future Chinese Outbound Tourism Market: An Overview

The Future Chinese Outbound Tourism Market: An Overview. Dr. Xiang (Robert) Li Dr. Rich Harrill Alfred P. Sloan Foundation Travel & Tourism Industry Center University of South Carolina. The Study.

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The Future Chinese Outbound Tourism Market: An Overview

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  1. The Future Chinese Outbound Tourism Market: An Overview Dr. Xiang (Robert) Li Dr. Rich Harrill Alfred P. Sloan Foundation Travel & Tourism Industry Center University of South Carolina

  2. The Study • A landmark collaboration among TIA, the U.S. Office of Travel & Tourism Industries, and the Sloan Foundation Travel & Tourism Industry Center at the University of South Carolina • An on-going, multi-phase project, with reports released by TIA in the coming months

  3. Overall Research Design

  4. Methods • Random telephone survey of 7,000 Chinese non-agriculturaladults, aged 18 or older • Three tier-one cities (n = 1,000 per city): Beijing, Shanghai, and Guangzhou • Eight tier-two cities (n = 500 per city): Chongqing, Xi’an, Nanjing, Hangzhou, Wuhan, Shenyang, Shenzhen, and Tianjin

  5. Surveyed Cities

  6. California Dreaming:Top Ten Dream Destinations • United States: 12% • France: 11% • Australia : 7% • Japan: 6% • Canada: 4% • UK: 4% • Singapore: 4% • Switzerland: 4% • South Korea: 3% • Italy: 3% (n=7,000)

  7. Top Ten U.S. Destinations Visited • New York City: 44% • Los Angeles: 28% • Washington, D.C.: 25% • Hawaii: 20% • Las Vegas: 16% • Philadelphia: 15% • San Francisco: 15% • Chicago: 15% • Disney World/Disney Land: 11% • Houston: 10% (n=61)

  8. Top Ten U.S. Destinations Likely to Visit • New York City: 43% • Washington, D.C.: 20% • Hawaii: 18% • Las Angeles: 16% • San Francisco: 10% • Las Vegas: 7% • Chicago: 6% • Disney World/Disney Land: 5% • Grand Canyon: 4% • Houston: 3% (n=2,441)

  9. What’s the Word?:Chinese Perceptions of the U.S. • Dominant: 3.8 • Successful: 3.7 • Expensive: 3.6 • Wholesome: 3.3 • Unique: 3.3 • Exciting: 3.2 • Welcoming: 3.1 • Friendly: 3.0 • Familiar: 2.8 • Safe: 2.8 (n=7,000)

  10. Primary Reasons Interested in Visiting the U.S. • Learning and discovery: 19% • Experiencing a different culture:17% • Seeing something new and different: 17% • Rest and relaxation: 14% • Just haven’t been: 8% • Friends and family live in U.S.: 7% • Having fun and being entertained: 7% (n=2,441)

  11. Primary Reasons Not Interested in Visiting the U.S. • Waiting for work situation to improve: 20% • Simply no interest in going: 17% • Too busy/can’t find the time: 15% • Just never thought about it: 8% • Too expensive: 6% • I don’t feel secure when traveling in U.S.: 5% • Health situation: 4% (n=4,289)

  12. Important Activities in Travel Decisions • Sightseeing in cities: 3.9 • Going to the beach: 3.9 • Visiting small towns and countryside: 3.8 • Visiting national parks: 3.8 • Visiting art galleries/museum: 3.7 • Dining in local restaurants: 3.6 • Visiting local Chinese communities: 3.6 • Commercial guided tours: 3.4 • Golfing: 2.7 • Going to nightclubs/dancing 2.7 • Visiting casinos/gaming 2.6 (n=910)

  13. Perceived U.S. Match with Desired Activities • Sightseeing in cities: 3.9 • Visiting amusement/theme parks: 3.8 • Visiting small towns/countryside: 3.8 • Going to the beach/sunbathing: 3.8 • Visiting historical/cultural heritage sites: 3.8 • Visiting national parks: 3.8 • Visiting an art gallery/museum: 3.8 • Dining in local restaurants: 3.7 • Visiting local Chinese communities: 3.7 • Attending a concert/play/musical: 3.7 (n=910)

  14. Sloan: Turning Tourism into Economic Development! • Let the Sloan Travel & Tourism Industry Center help you with your research needs, domestic or international • Providing innovative tourism research to communities, development organizations, agencies, and businesses • Serving international, national, regional, state, and local clients

  15. Contact • Dr. Rich Harrill, Director • E-mail: rharrill@gwm.sc.edu • Phone: (803) 777-7682 • Fax: (803) 777-1224

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