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CHINESE TOURISTS AND ITS DEMAND PATTERNS AND
CHARACTERISTIC
• A communist nation in East Asia• Capital city is Beijing• Dialing code + 86• ISO Code : CHIN• Currency : Renminbi• Population : 1.357 billion• President : Mr. Xi Jinping• Famous : China great wall
ABOUT CHINA
• Annual target about 950,000
China Tourism in Sri Lanka
• Over half of Chinese outbound tourists are the post – 80s
• The gender gap among Chinese outbound tourist is relatively small.
Age distribution of Chinese outbound tourists in the world
Demographic of Chinese Market
Less than 10,000 yuan
18%
30,000 yuan and above
20%10,000 -20,000 yuan39%
20,000 - 30,000 yuan24%
Marital and family status of Chinese outbound tourist in the world
Demographic of Chinese Market
Married and Childless
15%
Single20%
Married and having adult
children5%
Married and having minor children
59%
Chinese tourists by age group in Sri Lanka
Demographic of Chinese Market
18-1920-2930-3940-4950-5960 & over
• Chinese outbound tourists are the higher income groups in the world.
• In 2013 individual monthly income averaged 11,512 yuan
Individual monthly income of the Chinese Outbound tourists
Demographic of Chinese Market
5,000 - 8,000 yuan; 24.51%
Less than 5,000 yuan; 17.32%
15,000 yuan and above; 22.26%
10,000-15,000 yuan; 17.95%
8,000 - 9,999 yuan;
17.95%
• In 2011 total number of Chinese outbound tourist reached over 70 million.
• In 2010 category of outbound tourists reached about 90% of total Chinese outbound tourists.
• 46% are travelling for business.• Chinese tourists care more about◦ High speed internet access◦ 24 hours food delivery◦ Ticket booking services
Socioeconomic of Chinese Tourists
Chinese tourists in Sri Lanka by country of residence
Socioeconomic of Chinese Tourists
Internet
friends / relations
previous visit experience
travel guide books
tour operators
own intiative
business reasons
travel agency
TV/ Radio
New papers
Advertisment
trade fairs
0 10 20 30 40 50 60 70 80
Series1
• Over 70% Chinese Tourists travel abroad at least once a year.
• Active outbound tourists who go abroad several times annually accounts 36.97% of the total.
Chinse outbound travel frequencies
Cultural & Behavior of Chinese Tourists
Having been abroad only
once; 14.95%
once each year; 37.10%
Once for ev-ery 2-3 years;
10.96%
Several times each year; 36.97%
• 87.54% Chinese tourists choose travel agencies for outbound tourism.
• Considering language obstacles, Chinese tourists choose tour services.
• 94.13% of tourists purchase tourism products by travel agencies.
Cultural & Behavior of Chinese Tourists
Travel days of Chinse outbound tourists
Most Chinse tourists stay abroad for 6-8 days
Cultural & Behavior of Chinese Tourists
1-2 days1%
3-5 days37%
Over 8 days18%
6-8 days44%
Length of stay ( in nights) in Sri Lanka
Cultural & Behavior of Chinese Tourists
1-2 days8%
3-5 days30%
Over 8 days19%
6-8 days42%
Places of attraction visited by Chinese tourist in Sri Lanka
Cultural & Behavior of Chinese Tourists
Places China TouristsColombo city 80.19%Kandy 65.09%South/West Coast Beaches 41.51%Sigiriya 33.95%Dambulla 24.53%Hill country 19.81%Wildlife park 16.04% Polonnaruwa 11.32%Pinnawala Elephant Orphanage
10.38%
Anuradhapura 11.32%
• Shopping is the Chinse outbound tourists spend the most
Biggest consumptions of Chinse outbound tourists
Spending Patterns of Chinese Tourists
Shoppi
ng
Lodgin
g
Transp
ort Food
Attrac
tion t
ickets
Entert
ainment
Tippin
g0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
• The younger : 60 % are in the consumer “Sweet spot” between 25 and 45 years
• The Richer : Over 80% have annual income over 60,000 RMB.
• The More Educated : the vast majority at lease have bachelor’s degree.
• The More sophisticated travelers: fully independent tourists. Even when they aren’t fluent in foreign languages , they aren’t afraid to deal with locals on their own.
• The more connected: The internet is the main source of information for independent tourists.
Chinese Demand Patterns
• Languages• Payments• Food• Fear of adventure • Transportation Concerns of Chinse Tourists
Challenges in promoting Chinese Tourists in Sri Lanka
Transport
Lodging
Food
Touring
Shopping
Entertainment
0.00% 10.00% 20.00% 30.00% 40.00% 50.00%
Problem that Chinse tourists encounter in transportation
Challenges in promoting Chinese Tourists in Sri Lanka
No Chinese lables in transport tools
No Chinese lables on roads
No standard prices
No English lables in transport tools
No English lables on roads
42.30%
28.77%
20.47%
11.39%
6.88%
Food & Beverage• More Chinese restaurants• Instant Noodles• Chinse tea• More Chinse good menus• Chinese breakfast
Strategies to overcome the challenges
Guest services
• On-site shops selling luxury goods• In-house Mandarin – speaking staff• on-site translation services• Translated travel guides• Partnership with China Union Pay to process
payments from Chinese Guests.
Strategies to overcome the challenges
Marketing
• Translate welcome materials• Chinese language website
Strategies to overcome the challenges
Media and entertainment
• Chinese newspapers and magazines• Chinese TV programme.
Strategies to overcome the challenges
Following travel marts available in china
• Guangzhou International Travel Fair (GITF)– Guangzhou
• World Travel Fair ( WTF) – Shanghai • Beijing International Travel Mart (BITE) –
Beijing• China Xi’an Silk Road International Travel
Expo (CXSRITE) – Xian• Sichuan International Travel Expo (SCITE) -
Sichuan
Promotion done to promote Chinese Tourists
THANK YOU