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COTRI Yearbook 2012

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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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Chinese Social Media and Travelling: An Inquiry into the Use of Chinese Social Media in Relation to Selling and Promoting High-end Travel Products. Anders Ellemann Kristensen

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118 Lindsay Brown & Qian Liangying Timothy, D.J., (2005) Shopping Tourism, Retailing and Leisure; New York: Channel View Publication. Thompson, C. & Cluter, E. (1997) “The Effect of Nationality on Tourist Arts: The Case of Gambia, West Africa”; in International journal of Hospitality Management Vol.16, No.2, pp.225-9 UNWTO (2010) “Tourism Highlights” [online] http://www.pure.au.dk/portal-asb- student/files/34168463/UNWTO_Highlights10_en_LR.pdf [Accessed 14-09-2011] Value Retail (2011) The Villages [online] http://www.valueretail.com/the-villages/the-villages [Accessed 14-09-2011] Wertheim Shopping Village (2011) About The Village [online] http://www.wertheimvillage.com/de/footer/uber-uns [Accessed 14-09-2011] Chinese Social Media and Travelling: An Inquiry into the Use of Chinese Social Media in Relation to Selling and Promoting High-end Travel Products Anders Ellemann Kristensen 1 Introduction The inspiration for this article came from attending a session at the yearly COTTM outbound travel fair in Beijing. The author had been sitting through a good session on E-commerce and travel, yet it was missing a point of view addressing international travel agencies. In particular, knowledge about E- advertising of travel products based on social media seemed to be scarce. As foreign travel agencies in China are not allowed to conduct outbound travel business, there is only local knowledge to draw from. This knowledge can be difficult to obtain for most travel professionals outside of China. Therefore, the author decided to share some experiences on the subject in this yearbook. Primarily, the article will be based on one distinct impression of the Chinese social media business environment: Online video, blogging or social media businesses can change overnight from being unregulated opportunities...

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