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“According to CNTA, in 2015 China will be the No. 1
tourism source market worldwide. The CTA Report
offers for the first time insights and analysis directly
from the CNTA think-tank in English as a basic tool
for success in the Chinese outbound market.”
Prof. Dr. Wolfgang Georg Arlt,
Director of COTRI
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China Tourism Academy:
Annual Report China Outbound Tourism Development 2009/2010 -
English Edition
Executive summary
The official tourism research institute of the CNTA China National Tourism Administration has produced
an authoritative survey and analysis providing reliable facts and figures to facilitate a profound understanding
of the needs and the characteristics of Chinese outbound tourists. To make this report available in ENGLISH
as well, COTRI and CNTA have joined forces to produce a ground-breaking book.
On more than 330 pages the CTA ANNUAL REPORT 2009/2010 shows in detail the situation of China’s
Outbound Tourism using current data up to October 2009. The report includes a detailed survey of not only on
the major Chinese cities of Beijing, Shanghai, Guangzhou but also on the situation of Chongqing and Chengdu.
Factors which influence China’s outbound market, consumption characteristics and business development are
all included in this report. Thanks to its reliability, it represents an indispensable tool and a useful reference for
tourism organizations and companies interested in the outbound tourism market. Information on operations and
management, policy making, development strategies, teaching and research can also be found here.
The current situation of China’s outbound tourism is clearly depicted in six chapters, supported by more than
150 diagrams and charts that help the reader to understand the development of this market.
The price per copy is € 280.
The CTA Annual Report 2009/2010 – English Edition is easily available from COTRI by filling the return
coupon, included at the back of this abstract, and sending it to us via mail, fax or email:
COTRI, Fritz-Thiedemann-Ring 20, 25746 Heide/Germany
+49 481 8555 121
research@china-outbound.com Or simply by calling us at +49 481 8555 523
After receiving your order we will send you a confirmation email and invoice. Payments can be made by using
cheque, bank draft or all major credit cards via PayPal platform.
If you need more information, please visit our website: www.china-outbound.com
3
Foreword
The onset of a financial crisis in the second half of 2008, together with the global outbreak of
Influenza A H1N1 in 2009, had serious effects on the global tourism industry. However, Chinese
outbound tourism maintained steady growth. The rapid development of the Chinese economy has
provided motivation for the development of sustainable outbound tourism. Other factors, such as the
acceleration of regional integration, a consistent policy of opening up for outbound tourism, and on-
going improvement in the quality of travel services create favourable conditions for the development
of outbound tourism. A short-term decline in outbound travel was experienced because of Influenza A
H1N1; nevertheless, that did not cause the industry serious harm. Outbound tourism has become a
major profitable undertaking at most tourism businesses in China, especially travel agencies.
Furthermore, outbound tourism has the power to promote steady tourism development for destination
countries and regions.
This report consists of six chapters which provide a comprehensive picture of China’s outbound
tourism in 2009. Chapter One includes a brief introduction of the market environment for outbound
tourism. Operations within the industry and product innovation, along with market conditions and
tourists’ behaviours are stated in this chapter. Chapter Two provides a complete analysis of factors
which have impacted the outbound tourism market nationwide and worldwide. Chapter Three
analyzes basic characteristics of the outbound tourism industry in China. Operational trends in the
industry and product innovation are also touched on in this chapter. Chapter Four refers to consumer
trends in outbound tourism in China, especially characteristics of consumer behaviour at the
destination. Statistics from satisfaction evaluations of outbound tourism can be found in this chapter.
Chapter Five explores typical cases of impact on markets, a market overview and explication of
industry operations in the North, East, South and Southwest of China, especially in Beijing, Shanghai,
Guangzhou, Chongqing and Chengdu. Chapter six includes a discourse on the environment for
development of Chinese outbound tourism as well as controls over development trends.
Recommendations to authorities, business operators, tourist destinations and other related bodies are
made in this last chapter.
ANNUAL REPORT 2009/2010 is the first English edition of the ANNUAL REPORT SERIES. The
publication benefits from the hard work of the team of the COTRI China Outbound Tourism Research
Institute in Heide/Germany team, led by Prof. Dr. Wolfgang Georg Arlt together with Mr. Yuan Yi,
Mrs. Fabiana Rosat and Mrs. Berenice Aceves.
Du Jiang (杜江)
President of China Tourism Academy
January 12, 2010
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DU Jiang
Professor, PhD,
Former President of China Tourism Academy
Role in Publication: Chairman
DAI Bin
Professor, PhD,
President of China Tourism Academy
Role in Publication: Vice Chairman
JIANG Yiyi
Associate Researcher, PhD, Director of International Tourism Research
Institute- China Tourism Academy
Role in Publication: Editorial Director
Wolfgang Georg ARLT
Professor, Tourism Specialist, PhD, Director of COTRI China
Outbound Tourism Research Institute
Role in Publication: Facilitator of the English Edition
Editorial Board Executives
The Editorial Board Executives of ANNUAL REPORT 2009/2010 consist of the top outbound tourism
experts from China Tourism Academy. Under the cooperation with other professors and researchers,
CTA and COTRI are dedicated to provide the readers with the most reliable and comprehensive
report concerning the China outbound tourism.
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Contents
Chapter One An Overview of China Outbound Tourism Development in 2009
Section One Market Environment Analysis
1.1 Impact of Domestic Environment
1.2 Impacts of International Environment
1.3 Impacts of Related Market Environment
Section Two Industry Operation and Product Innovation
2.1 The Industry Features of Outbound Tourism
2.2 The Operating State of the Majority Outbound Tourism Business
2.3 Outbound Tourism Product Development and Innovation
Section Three Market Conditions and Tourism Behaviours
3.1 Market Conditions
3.2 Consumption Features
3.3 Status of Satisfaction
Chapter Two Analysis of China’s 2009 Outbound Tourism Market
Section One Impact of Domestic Environment
1.1 China’s economic aggregate and per capita income maintain a steady growth
1.2 Slight Decline of the RMB Exchange Rate
1.3 Financial crisis has not affected consumption confidence and willingness to spend money
1.4 Overall Downward Trent of China’s Consumer Price Index
1.5 Wage Adjustments’ Influence on Consumption
1.6 The further stringent control on Official travel
1.7 Steady progress in Taiwan-oriented affairs and further promotion of cross-strait tourism
Section Two Impact of International Environment
2.1 Enhancing Foreign Political and Economic Cooperation
2.2 More Convenient Visa Application Policy
2.3 Partial and Transient Characteristics of the Impact of Influenza A H1N1
2.4 Thailand’s political unrest and Indonesia’s bombings had limited influence
2.5 Destination countries/regions enhance their efforts of marketing in China
Section Three Impacts of Related Market Environment
3.1 Air routes were increasing while fuel price and bunker surcharges were also going up
3.2 Continued Improvement of Policies and Regulations
3.3 Improvement of Service Environment
Chapter Three The Operational Characteristics of China’s Outbound Tourism Industry in 2009
Section One The Industry Features Of Outbound Tourism
1.1 The entry barrier of the outbound tourism business was lower and the scale of the industry was expanding
1.2 The number of aviation port cities increased and unbalanced regional distribution is still obvious in the industry
1.3 More destinations were granted approved destination status and opportunities increased nationwide for most
tourism enterprises to provide overseas services
1.4 The outbound tourism business grew rapidly and the foundation for the industry’s development was broadened
Section Two Trends in Outbound Tourism Operations
2.1 Tourism continued to be concentrated in certain regions, but a trend of decentralization was seen for the first
time
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2.2 The conglomeration/collectivization of tourism-related organizations presented a “3+3” pattern and the process
of “going out” was slow
2.3 The industry chain was extended and the vertical integration process was continuously moved forward
2.4 New types of business emerged and independent travel products became popular
2.5 The new edition of “Regulations on Travel Agencies” increased competition and made China’s tourism business
more open
2.6 The effects of the financial crisis and Influenza A H1N1 were serious
Section Three Outbound Tourism Product Development and Innovation
3.1 Outbound tourism products became increasingly diverse
3.2 Product brand-building was strengthened trough cooperation
Chapter Four Market Structure and Consumption Traits of 2009 Outbound Tourism
Section One Market Structure
1.1 Market situation
1.2 Market structure
1.3 Composition of major destinations
Section Two Overall Analysis
2.1 Variable in outbound tourists’ consumption
2.2 Demographic characteristics of outbound tourists
2.3 Factors influencing consumers’ decision
2.4 Characteristics of outbound tourists’ consumption decisions
2.5 Characteristics of outbound tourists’ consumption
2.6 Evaluation and future projections for outbound tourism
2.7 Correlation analysis of demographic characteristics of outbound tourists and tourism consumption
Section Three Consumption Characteristics of Mainland Chinese Tourists in Major Destinations
3.1 Analysis of mainland Chinese tourists’ consumption in Hong Kong SAR
3.2 Macau SAR
3.3 Taiwan China
3.4 Japan
3.5 The United States
3.6 Australia
3.7 South Africa
Section Four Analysis of Outbound Tourists’ Satisfaction
4.1 Statistical analysis of Visitors’ Satisfaction
4.2 Integral satisfaction and quality perception of index of tourism elements
Chapter Five Research On Major Tourist Source Market
Section One North China Market
1.1 Economy Overview
1.2 Development of Outbound Tourism
1.3 Development of Exit Ports
1.4 Case study – Beijing
1.5 Operational Characteristics of Outbound Tourism Industry
Section Two East China Market
2.1 Economy Overview
2.2 Development of Outbound Tourism
2.3 Development of Exit Ports
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2.4 Case study – Shanghai
2.5 Operational Characteristics of Outbound Tourism Industry
Section Three South China Market
3.1 Economy Overview
3.2 Development of Outbound Tourism
3.3 Development of Exit Ports
3.4 Case study – Guangzhou
3.5 Operational Characteristics of Outbound Tourism Industry
Section Four Southwest China Market
4.1 Economy Overview
4.2 Development of Outbound Tourism
4.3 Development of Exit Ports
4.4 Case study – Chongqing
4.5 Operational Characteristics of Outbound Tourism Industry
4.6 Case Study – Chengdu
4.7 Operational Characteristics of Outbound Travel Industry
Chapter Six Forecast Recommendation for Outbound Tourism Developing Trend in China
Section One The Outlook for Development Environment of Outbound Tourism in China
1.1 Judgment over Economical and Political Situation
1.2 Influential Factors from Policy and Social Environment
1.3 Influential Service Environment Factors
Section Two Development Trend for Outbound Tourism in 2010
2.1 Outbound Tourism Scale Continues to Expand Service; Trade Services Further Increases
2.2 Enlargement of Outbound Tourism Destinations and Multi-Type Outbound Travel
2.3 Competition over Development of Outbound Tourism Industry Is to Intensify
Section Three Proposals to Promote Outbound Tourism Development in China
3.1 Recommendations for Governing Bodies
3.2 Recommendations to Tourism Enterprises
3.3 Proposals for Tourism Destination Countries/Regions
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Chapter One
An Overview of China Outbound Tourism Development in 2009
Despite the financial crisis and the impact of Influenza A H1N1, China’s outbound tourism industry
continued to grow steadily in 2009. Private travel abroad was the major force propelling outbound
tourism in 2009. This, in turn, was driven by rapid economic development and the orderly promotion
of market supervision by government authorities, as well as the further expansion of outbound tourism
destinations. Due to the decline of both inbound tourists and hard currency earned, Chinese outbound
tourism consumption in 2009 exceeded the foreign exchange earnings made from inbound tourism for
the first time; a deficit in tourism service trade had thus emerged. This kind of situation made
outbound tourism an important brace for travel agencies in responding to the financial and global
health crises. It also made major contributions to the development of the global tourism economy
worldwide. This chapter will fully analyze the market environment for outbound tourism, the
industry’s operation and innovations, as well as behaviour of outbound tourists in 2009.
In 2008, the total number of Chinese citizens travelling abroad reached 45.8 million person-times,
an increase of 11.9% compared with the year before. From October 2008 to September 2009, the total
number of Chinese citizens travelling abroad reached 46.5 million person-times, an increase of 1.41%
over 2008……
The percentage of first-time outbound tourists was further increased in 2009. In 2008, the
percentage of first-time outbound tourists was 10% higher than that of non-first time tourists. The
increase in 2009 indicated that outbound travels were chosen by wider public……
“Travelling with families” was always the largest group among outbound tourists over the years.
In 2009, the percentage of travellers falling into this group came to 43.7%; it was nearly 60% in
2008. The percentage of travelling in groups organized by company and/or social groups came in the
second place. The percentage of outbound tourists travelling with friends and/or colleagues also
increased year by year……
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Chapter Two
Analysis of China’s 2009 Outbound Tourism Market
This chapter provides a comprehensive analysis of domestic, international and other market-related
environment affecting China’s outbound tourism market in 2009. This year, China’s outbound tourism
has faced more opportunities than challenges. The steady development of the domestic economy,
overall decline in the CPI and wage adjustment in public institutions combined to stimulate consumer
demand for outbound tourism. In addition, the fast-growing Chinese outbound market has been the
focus of the destination countries and regions, which is evidenced by the increasingly convenient visa
policy for Chinese citizens and diversified promotion activities…
During the period from October 2008 to September 2009, China's GDP was RMB 31.0462 trillion
Yuan, an increase of 6.69%. In the first three quarters of 2009, the per capita income of urban
residents was RMB 14,213 Yuan (per capita disposable income RMB 12,973 Yuan) or an increase of
9.3% (or 10.5% once the price factor is deducted). Cash income of rural residents per capita was
RMB 4,307 Yuan, an increase of 8.5% over the same period of previous year (taking prices into
account, the actual increase was 9.2%)……
Figure 2.1 shows that at the end of October 2008, the RMB nominal effective exchange rate index
was 118.57, while the actual effective exchange rate index was 123.01. At the end of October 2009,
RMB nominal effective exchange rate index was 111.61, while the actual effective exchange rate index
was 115.16……
Figure 2.1 China’s GDP Variation by Quarter
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Chapter Three
The Operational Characteristics of China’s Outbound Tourism Industry in 2009
China’s outbound tourism underwent many hardships and difficulties in 2009 due to the impact of
economic, political and public health events, such as the financial crisis and Influenza A H1N1.
However, with the government’s strong support and efforts of the industry, many new operations
features were introduced, including industrial scale, regional distribution patterns, integration and
product development……
The regional distribution of the number of outbound travel agencies had always been closely linked
to local economic development, political and cultural development and the degree of openness of the
aviation ports. In recent years, with the constant rise of China’s overall national strength and
international status, accompanied by increasing positive actions by the Chinese government in
international tourism cooperation, the permission to have aviation ports gradually spread to second-
tier cities like Chengdu and Xi’an in addition to first-tier cities such as Beijing, Shanghai and
Guangzhou. Still, as is shown in Figure 3.1, the regional distribution imbalance of outbound travel
agencies become gradually greater rather than smaller as a result of ever-greater unbalanced
development in China’s regional economies.
Figure 3.1 Regional distribution of travel agencies in China that operate the business of Chinese Citizens travelling abroad
and to Hong Kong and Macao
Source: Website data from China National Tourism Administration (CNTA )
The top 10 regions with outbound travel agencies in 2009 were Beijing (153), Guangdong
Province (140), Shandong Province (62), Liaoning Province (55), Jiangsu Province (54), Zhejiang
Province (49), Shanghai (42), Fujian Province (41), Guangxi Province (37) and Heilongjiang
Province (34), respectively. Regional disparity can be seen from the fact that the top ten regions
accounted for 62.4% of the total number of outbound travel agencies in the country, while the bottom
ten only accounted for 9.5%......
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Chapter Four
Market Structure and Consumption Traits of 2009 Outbound Tourism
The fourth chapter along with the fifth are the central and the most important parts of the entire
report.
In 2009, thanks to private outbound travel, China tourism continued to grow; therefore, the
consumption scale expanded rapidly. Moreover, with the decline of inbound tourism, there was a
deficit in the tourism service trade for the first time in the past 30 years…
According to analysis by the World Tourism Organization, among the top 50 major countries with
high international tourism expenditures, developing countries like China, Turkey (+11%), and India
(+10%) have gradually shown strong consumption levels, with Chinese tourists taking the lead……
Figures show that from October 2008 to September 2009, the peak periods of outbound tourism for
Chinese citizens were Spring Festival, and the months of July and August. In August 2009, the number
of Chinese outbound tourists exceeded 4.5 million, showing a growth rate of 12%,and the largest
number of outbound tourists in the year until September. A survey of the year by year growth rate of
month by month shows that the tourism figures for May, June and July 2009 were seriously affected
by Influenza A H1N1. The number of outbound tourists declined obviously over the previous year.
Also, due to the fact that Spring Festival was earlier than usual in 2009 , the peak period of outbound
travel which usually occurs in February, arrived in January in 2009. Therefore, the annual growth
rate in January reached 13.51%, while the February growth rate saw a decrease……
Figure 4.1 Mainland China outbound tourists and growth rate, October 2008 to September 2009
Source: China National Tourism Administration (CNTA)
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Chapter Five
Research on Major Tourist Source Market
China, with its vast territory, is a big tourist country. However, regions differ greatly with respect to
their economic and tourism development, visa processing and actual demand for outbound tourism,
along with culture and customs. All this leads to a distinct regional block structure of China’s
outbound tourist source distribution, resulting in different consumption characteristics among various
tourist groups. This chapter divides China into four basic tourist source markets – North China, East
China, South China and Southwest China – according to the distribution characteristics of its
outbound tourists. The regional economies and development of outbound tourism are then explored
based on a thorough and meticulous analysis of the most typical cities in these regions. In particular,
this study makes use of a survey on outbound tourists in major cities conducted by the China Tourism
Academy (CTA). The highlights of the chapter are the greatly different tourist consumption patterns in
the four major tourist source markets.
The analysis of North China Market shows that, outbound tourists from North China mainly travel
to surrounding countries and regions. Beijing, as the first exit port city within North China, is typical
in its distribution of outbound travel destinations (as is shown in Table 5.1). It can be seen that for
outbound tourism, visitors to Hong Kong, Macao, Taiwan, and other Asia-Pacific locations accounted
for 66.07% of all outbound tourists. Outbound tourists to Asia-Pacific accounted for more than one
half, or 56.66%. Thus it can be concluded that……
Table 5.1 Number of outbound tourists and main destinations during the first three quarters of
2009 in Beijing
First three quarters of 2009 YOY (%)
Number of outbound
tourists 578,772 -24.0
Outbound tour 452,904 -27.0
Hong Kong tour 89,870 -27.3
Macao tour 6,914 -58.3
Taiwan tour 29,084 1958.3
First stop nations
Thailand 39,252 -52.1
Singapore 19,152 -16.4
Malaysia 13,517 -10.2
the Philippines 9,485 -4.6
Australia 29,000 -44.0
South Korea 57,803 -14.2
Japan 88,410 -32.0
Germany 20,814 -14.5
France 19,754 -17.5
Italy 16,676 -22.8
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Chapter Six
Forecast and Recommendation for Outbound Tourism Developing Trend in China
China’s outbound tourism market will increase steadily in 2010 after taking into account factors,
including the economy, politics, policy, society and service environment, significantly affecting
outbound travel. Due to higher outbound tourism consumption, the tourism services trade deficit will
increase in 2010. Destinations and travel options for overseas tourists will also continuously
increase…
Factors such as the bottoming out of the global financial crisis, stable and rapid development of
China’s economy, renewed RMB Yuan appreciation all create a dynamic for the sustainable
development of outbound tourism. Other issues like acceleration of regional integration process,
relaxation of outbound travel policy, and improvement in outbound tourism service quality provide
favourable external conditions for the development of outbound tourism. However, the Influenza A
H1N1 creates uncertainty with respect to outbound tourism development. Other factors like ……
Satisfaction surveys conducted by the China Tourism Academy indicate that training for Chinese
language tour guides in outbound tourism destination countries should be enhanced…..
“According to CNTA, in 2015 China will be the No.1 tourism source market
worldwide. The CTA Report offers for the first time insights and analysis directly
from the CNTA think-tank in English as a basic tool for success in the Chinese
outbound market.”
Prof. Dr. Arlt,
Director of COTRI China Outbound Tourism
Research Institute
…it is comprehensive, preciseness and full of instructional information….
Jiang Yiyi,
Head of International Department
China Tourism Academy (CTA )
If you have any inquiries regarding the CTA Annual Report 2009/2010 English Edition or need other
information, please visit our website www.china-outbound.com or send an email to research@china-
outbound.com or call +49 481 – 85 55 523 (9 a.m. to 5 p.m. CET).
14
Purchasing Information and Contact
The price per copy is € 280.
The CTA Annual Report 2009/2010 – English Edition is easily available from COTRI by filling and
returning the following coupon.
After receiving your order we will send you a confirmation email and invoice. Payments can be made by using
cheque, bank draft or all major credit cards via PayPal platform.
PROFIL VERLAG
China Tourism Academy:
Annual Report China Outbound Tourism Development
2009/2010 – English Edition
More than 330 pages, 150 tables and graphs, presenting data up to
October 2009 about all aspects of China’s Outbound Tourism!
Published in April 2010 by Profil Verlag (Munich)
ISBN: 978-3-89-019700-5
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2009/2010 is easily available from COTRI by filling this return coupon and sending it to us via mail, fax, email:
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