Different cities possess different sub-cultures

April 15 [Tue], 2014, 18:01
Spring has finally arrived across Europe and with it the start of the holiday season. Tourists from all over the world will doubtless flock to the numerous European tourist destinations and once again a dramatic increase in the numbers fromChina Student Visa application form the Chinese mainland is predicted.

The China Tourism Academy says the number of tourists from the country who will choose Europe this year is forecast to more than double from last year's 3.5 million.

Furthermore, 100 million Chinese areChina Crew Visa application forecast to travel overseas this year and this number is set to double by 2020. Most venture no further than neighboring Asian countries/destinations but this is not simply due to cost and time factors. Geographical proximity is a factor but far more important is the psychological distance. China's emerging middle class feels more comfortable with Asian culture.

European countries have indeed relaxed visa requirements and are making an extra effort to attract the growing numbers of cash-rich Chinese tourists.

For example, France, Italy and Belgium have all recently streamlined their visa application procedures and processes specifically for Chinese tourists.

But have extra special efforts also been made to gain a real understanding of the needs and wants of the typical Chinese tourist in Europe? Is this one relatively homogeneous group or are different segments emerging?

For European countries, this surge in numbers from China presents both an opportunity and a threat. Such is the surge that little time has been, or could have been, spared to conduct much-needed research into this new and complex consumer group.

Tapping into their demographic profile is all too easy but not sufficiently insightful. Psycographic profiling and benefit segmentation are more important.
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