Understanding Chinese Outbound Tourism – What the Chinese Blogosphere is Saying about Europe

2012
Nº of Pages: 
64
ISBN (electronic version): 
978-92-844-1440-6
ISBN (print version): 
978-92-844-1439-0

This report by ETC and UNWTO provides useful insight into trends, themes and behaviour of Chinese tourists to Europe based on ‘netnographic’ research, or ethnography adapted to the online social world. The study analyses Chinese consumer mentality from preferred destinations and planning process to categories or segments of Chinese travellers, through the analysis of online blogs, posts, and internet searches, to provide tips on tapping the huge Chinese outbound tourism market.