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Understanding Chinese Outbound Tourism

Publication date:
Dec 2012


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This report by ETC and UNWTO provides useful insight into trends, themes and behaviour of Chinese tourists to Europe based on ‘netnographic’ research, or ethnography adapted to the online social world. The study analyses Chinese consumer mentality from preferred destinations and planning process to categories or segments of Chinese travellers, through the analysis of online blogs, posts, and internet searches, to provide tips on tapping the huge Chinese outbound tourism market.

Table of Contents

china netnographic