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COTRI Yearbook 2012


Edited By Wolfgang Georg Arlt

China is developing into the biggest international tourism source market in the world. China Outbound Tourism Research Institute (COTRI) presents in the 2012 edition of its yearbook articles from international tourism scientists and practitioners working with the Chinese outbound market. As Chinese are travelling to varying destinations, the Yearbook 2012 covers a number of different geographical regions, from France, Spain, Switzerland and Germany in Europe to East Africa and Taiwan. Important Chinese visitor activities and segments are analysed, including the shopping behaviour of package and self-organised travellers and geographical distribution pattern of first-time and regular visitors. The book deals with the importance of Chinese visitors in several destinations and with successful forms of marketing both from governments and from the private sector – including social media marketing. COTRI Yearbook 2012 offers research results with a strong focus on practical application. Therefore, it is an important source of information for students and researchers as well as for practitioners all over the world.


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The Second Wave of China’s Outbound Tourism: Introduction to the COTRI Yearbook 2012. Wolfgang Georg Arlt


6 Content Anders Ellemann Kristensen Chinese Social Media and Travelling: An Inquiry into the Use of Chinese Social Media in Relation to Selling and Promoting High-end Travel Products 119 About the authors 131 The Second Wave of China’s Outbound Tourism: Introduction to the COTRI Yearbook 2012 Wolfgang Georg Arlt 1 China’s Outbound Tourism – Development and Prospects Chinese tourists seem to be everywhere, yet the Chinese tourist boom is only just beginning.1 China has developed into the number one producer of many things – gold, TV sets, cell phones, solar panels, beer, apples, cars, steel, electricity, patents, carbon dioxide and much more. In cases where the country is still only number two, like tomatoes and space stations, this is going to change soon. In regards to international tourism, China ranks in third position worldwide for the number of outbound travellers, with 70.3 million mainland citizens travelling abroad in 2011. The expenditure of these tourists is also the third highest globally, spending approximately 69 billion USD (CTA, 2012). With growth rates currently at 20% and increasing, it would not be rash to predict that within a few years there will be 100 million Chinese travellers spending 100 billion USD. Concurrently, China will likely soon be able to claim yet another top position, as the number one international tourism source market in the world. 1 The Economist, 24th September 2011, 8 Wolfgang Georg Arlt Graph 1: Estimated Travel Expenditure 2011 (Source: COTRI, based on UNWTO & Commerzbank, 2012) It is important to note...

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