Edited By Wolfgang Georg Arlt
Shopping Behaviour of New Chinese Tourists: Focus on the German Retail Market. Lindsay Brown & Qian Liangying
Shopping Behaviour of New Chinese Tourists: Focus on the German Retail Market Lindsay Brown & Qian Liangying 1 Introduction Chinese outbound tourism is booming. Attributed to the positive tourism policies launched by the Chinese government, increasing household income, and more leisure time available to Chinese citizens in recent years, the number of Chinese outbound tourists reached seventy million in 2011, according to China Tourism Academy (CTA, 2012). Furthermore, the total travel expenditure in 2011 was sixty-nine billion USD (CTA, 2012). Shopping is an important aspect of travel for Chinese tourists, who spent 277 Million Euros in Germany alone in 2011 (Global Blue, 2012). The Chinese outbound tourism market is not only developing through growth, but also diversifying – the travel and shopping patterns of Chinese travellers are changing. Ten years ago, few Chinese people went further than shopping excursions to Hong Kong organised as budget group tours. Nowadays, affluent independent travellers are looking for customised experiences in long- haul destinations. Germany has been one of the most popular destination countries since its ADS agreement. With rich natural and cultural resources as well as a good reputation, it has become an attractive destination for free and individual travellers (FITs) from China. This chapter investigates the new Chinese outbound tourists and their shopping behaviour in Germany, including the role of internet and social media in this context. 2 The Significance of Chinese Spending Power Chinese outbound tourism’s global market share grew from 1.5% in 2000 to 5.8% in 20101. The expenditure of Chinese outbound...
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