Marketing Strategies For Chinese Tourists To Ecuador Based On An Analysis Of Australia's Promotion

As China became the greatest outbound tourism market worldwide,many countries are designing strategies in order to attract Chinese tourists to their destinations.However,Ecuador receives a small market share of 0,02%,which shows that has not been responsive and has not yet developed a tailor-made strategy for this new market;on the contrary is still invested in pursuing traditional markets as the main source of tourism arrivals.In this sense,it is imperative for Ecuador to seize the opportunity,and thus to develop a promotion strategy targeted to the Chinese market in order to increase the number of arrivals,taking into consideration the case of Australia?s promotion.This thesis does a comprehensive analysis of Australia?s Tourism promotion in the Chinese market,the implemented strategies of the past years and the result on arrival?s growth to this country.Then,it studies Australia through Butler?s Stage Model?s approach,and describes Australia?s marketing mix in order to give the reader a better understanding on the country?s tourism promotion success.Finally,it gives insight into Ecuador?s tourism promotion strategies through the SWOT method and concludes by suggesting marketing strategies learned from the Australian experience in order to increase the share for the Chinese market.