Marketing Strategies For Outbound Chinese Tourists

The rapid growth of China’s outbound tourism market has attracted a great deal of attention in recent years. However, the academic literature is still sparse in this area. Using academic theories and a direct survey submitted to Chinese people, the aim of this thesis is to better define the needs of this emerging markets. The author will analyze in deep two different scenarios:a niche hotel in Madagascar and a mass-hotel in Italy, trying to define where the owners who manage both of them should have to invest in marketing.The two hotels are managed partly by the same persons. Due to the scarcity of funds, the hotels are interested in defining the Chinese needs. As the market is unknown, the managers are fearful in making investments in this sector. This research wants to clarify if the same strategy can be used in both of the markets, if the two hotels need different strategies or if one of them (or even both of them) should avoid spending money and time, trying to attract Chinese tourists.