Conference by COTRI's director Prof. Dr. Wolfgang Georg Arlt in the University of Sunderland in May'2009, about the main motivations in choosing destinations for Chinese outbound Tourists.

1. China Outbound Tourism Research Institute
Prof. Dr. Wolfgang Georg Arlt
COTRI China Outbound Tourism Research Institute
The Thucydidesian quest for
prestige, security and honour
of Chinese outbound travellers
Tourism and Non-Western countries
University of Sunderland May 2009
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2. China Outbound Tourism Research Institute
According to Thucydides (History of the
Peloponnesian War , 5th century B.C.E.) there
are three essential motives that cause states to
seek to expand their influence abroad:
prestige (leading to power and wealth),
security and
honour.
Chinese outbound tourism to destinations
outside the Chinese realm follows the
same set of motives
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3. China Outbound Tourism Research Institute
Content
I. Situation of Chinese outbound
tourism today
II. Prestige
III. Security
IV. Honour
V. Examples of consequences
VI. Conclusion
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4. China Outbound Tourism Research Institute
Framework for international mobility
of Chinese citizens
v 5-Year-Validity passport, hard currency exchange permission and
international credit cards today quite easy to get for Chinese
affluent city-dwellers.
v ADS (Approved Destination Status) or similar agreements signed
with almost all countries (latest addition in 2008: USA and
Taiwan) as legal base for the issuing of group leisure tourism visa
v Chinese government started to actively supporting outbound
tourism instead of hindering it. New comprehensive legislation for
outbound tourism expected soon.
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5. China Outbound Tourism Research Institute
China in 2008: A turbulent year!
Tibet
Torch
Sichuan Earthquake
Olympic Games
Chinese Stock & Real estate crash
World Economic Crisis
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6. China Outbound Tourism Research Institute
China’s Outbound Tourism 2009
Outbound 2008:
46 million trips
90% inside Asia
10% outside Asia
2007: 41 million
Estimate 2009:
50 million
1st quarter 2009:
+5% (12 million)
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7. China Outbound Tourism Research Institute
Global Tourism 2008 and China’s share:
v App. 930 million international travellers
v China's share: app. 5% in number of travelers and in total spending
v China since 2004 Asia's biggest tourism source market
(including trips to Hong Kong and Macao)
v China from 2009 probably Asia's biggest tourism source market
(excluding trips to Hong Kong and Macao)
v But: Spending on international tourism per person in China
still below 30 US$/year! (World average 100 US$)
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8. China Outbound Tourism Research Institute
Prestige
Prestige is an important asset in a collectivistic, non-democratic society.
It is the main criterion in choosing the form and destination of travel
Chinese international travellers can gain prestige from
- visiting famous destinations and sights (and having photos to prove it)
- visiting places connected to Chinese history or celebrities
- visiting places connected to clearly marked appropriate emotions
- being in the stronger position in East-West encounters
- bringing back markers in the form of presents and memorabilia either in
the form of branded goods or in the form of products perceived as typical
(for instance Swiss Army knifes from Germany)
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9. China Outbound Tourism Research Institute
Security
Safety/Security are named as the most important aspect in any survey on
Chinese travellers preferences
This includes
- Safety from bodily harm and a dislike of possibly dangerous situations
but also
- Safety from loss of face for being treated in a perceived inappropriate
way as a Chinese (for instance a hotel flying a Japanese but not Chinese
flag outside) or as a important person (for instance for being treating
equally all other members of a group consisting of persons of different
ranking)
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10. China Outbound Tourism Research Institute
Honour
Honour
Beside the acquisition of social capital by gaining prestige, international
travel also increases the honour or face of all Chinese by proving to the
world that China is now strong enough to afford it citizens spending hard
currency abroad.
Honour given to China by showing special dedication to the Chinese
market (for instance acquiring the COQ China Outbound Tourism Quality
Label) is an important criterion for the satisfaction of the Chinese
travellers.
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11. China Outbound Tourism Research Institute
Examples of consequences
Ø No clear division leisure vs. business
ØHighlight seeking vs. insider tip seeking
Ø Tour Guide as important source of information and interpretation
Ø Tourism as definition of position in society vs. Tourism as definition of
oneself
ØGaze instead of immersion
ØBrief stop instead of detailed inspection
Ø Perceived by hosts as rude / impolite
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12. China Outbound Tourism Research Institute
Conclusion
v Chinese visitors outside the Chinese realm are not holiday-makers
v Tourism is an important instrument of individual and collective self-
definition by comparing the modernity and success of oneself, China and
Overseas Chinese communities with the “others”
v Chinese tourists are not in awe about Western cultures; they often
return with the reinforced perception of the superiority of their own culture
v Chinese tourists see themselves as Ambassadors of China and relate
positive or negative treatment not (only) to themselves but to 1,3 billion
Chinese with 5,000 years of history
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13. China Outbound Tourism Research Institute
Thank you
for your
attention!
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14. China Outbound Tourism Research Institute
Contact information .
ü Address........................ China Outbound Tourism Research Institute (COTRI)
Fritz-Thiedemann-Ring 20
25746 Heide/Holstein
Germany
ü Phone ………………… +49 (0) 481 / 85 55 - 523
ü Fax…………………….. +49 (0) 481 / 85 55 - 121
ü Email…………………… info@china-outbound.com
ü Internet………………… www.china-outbound.com
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