China As An Important Tourist Generating Market’s Worldwide-an Analysis Of Chinese Outbound Tourism Thorough The Historical, Political And Social Aspects Within A Qnantitive Approach Research Where Italy Represents The Privileged European Country For Ch

The booming Chinese outbound market has attracted worldwide attention. The growing of the living standard has allowed more Chinese people to afford the luxury of tourism experience. It has been forecasted that Chinese outbound travels will reach somehow the vicinity of100million by2020. Despite of this huge growth on tourism industry, Chinese travels are guided and influenced by certain aspects which affected them in their choice of a country as tourism destination. This master thesis deals with the topic of the Chinese outbound travel. After having study Chinese tourists in Europe, I will focus on Italy, as one of the favorite destinations among European countries. The study will summarize Chinese outbound travel industry analyzing the different stage of development during the history, from Tang Dynasty until today.Then, it will discuss the political background with particular attention to the Approved Destination Status (ADS) agreements which is the fundamental legislation related to the tourism industry. Also, the economic and social reasons for this booming are presented. The study will examine the European market tourism for China and will end up with a focus on Italy, through an elaboration of the most recent data from ENIT (Italian National Tourism Department) and World Tourism Organization (WTO). Moreover, there is an effort to define the profile of a Chinese tourist travel to Italy, the reasons which motivate Chinese to travel to Italy and to clarify which tourism activities and which locations are the most selected in their stay in Italy. In respect to that, it has been conducted a survey drafted by the researcher, conducted in Mandarin, based on multiple choice questions.It was taken place in the city of Hangzhou where109respondents have participated to the questionnaire. There are no previous studies related to Italy, as travel destination country for Chinese, except the annual report carries out by ENIT in2009which analyzed the Chinese tourism to Italy through the data collected by Italian Consulates in China.+The comprehensive analysis of the survey could help in the creation of better understanding by Italian tourism industry products in Chinese travelers’needs. Nevertheless, the limitation of the research regards the number of the respondents which is clearly small. The outcomes of the research give an idea of the profile of Chinese tourist which is well-off, high educated and with a monthly income between10,000RMB to20,000RMB. Generally, the Chinese travelers to Italy preferred visiting art and cultural cities in order to know more about Italian culture and at the same time they select shopping as one of the main activities.