Edited By Michael B. Hinner
Preparing for Chinese Tourists: How Far Eastern & German Visitors Perceive Service Failures in the U.S.A.
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Introduction to Preparing for Chinese Tourists: How Far Eastern and German Visitors Perceive Service Failures in the USA
By Steve Sizoo, Jerome Agrusa and Eileen Küpper
Steve Sizoo, Jerome Agrusa, and Eileen Küpper point out that in 2010, 54 million Chinese tourists traveled abroad while in the same year 60 million U.S. tourists traveled overseas. By 2020, it is expected that 100 million Chinese citizens will travel around the world. Chinese tourists are welcome around the globe because they spend about US$ 7,200.00 per person per trip which is more than their counterparts from any other country in the world. As more tourists from China travel abroad, this increases cross-cultural interactions and can result in misunderstandings due to cultural differences, the authors note.
Service failures increase expenses and decrease service quality. It has been demonstrated in the past that unsatisfied customers often do not complain to the service provider but instead switch to a different one. This is especially true for cross-cultural service failures. Chinese tourists rely a lot on family and friends for travel experiences and destinations, Sizoo, Argusa, and Küpper point out. Since the foundation of the tourism industry is the service encounter, it is critically important that the service is perceived as good.
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