Objectives of the Study
The key objective of the research is to find how tourists of China can be attracted to the tourism industry of Switzerland that currently faces a number of issues. The domestic border of China with respect to potential tourists can be considered as the market of maximum potential. However, all tourists of China are only focused on visiting some cities. One key reason is that in China, the population of tourists do not have knowledge about other areas of tourism such as Switzerland. The research question set is as follows:
What are the ways in which Chinese tourist flows can be measured, controlled, directed and influenced to reach tourist spots such as Switzerland?
Overview of the Chapter
According to a research conducted by Sangkakom (2013), tourists visiting Thailand for the very first time considered the key purpose of relaxing. The people these tourists approach with include friends and family. Most of the time, they considered managing trips on their own, with key reliability on guidebook, word of mouth and website. The major point of interest for them was cultural and historical tourism, followed by soft adventure and natural tourism. The top three cities being visited by Chinese were Pattaya, Bangkok, and Chiang Mai, respectively. Majority of them spent approximately 5,001 to 10,000 Yuan for a single trip. During travelling, almost all of them prefer to use tablets or smartphones for taking picture, posting information and pictures on social network, searching for map and travelling information, and even consider the translation of languages. Majority of the Chinese tourists traveling beyond their international border still prefer destinations that are culturally and geographically close nations of Asia. However, since recent times, there has been growth of trend for travelling to nations situated at a bigger distance of geographical factors as identified in research by Lui et al. (2011). In the more specific sense, Europe has ended up becoming extremely population long haul destination among tourists of China since recent years as mentioned in a research by Xie and Li (2009). Since the last few years, tourism during winter has been experiencing significant growth. However, the key reason of this hike is that there has been introduction of ski tourism in China. On the contrary, there has been well development of ski tourism in Hong Kong and it is believed by experts that China will be successful at the same level of Hong Kong within the coming five years.
For souvenir, majority of them showed preferences in products made out of silver, wood and cotton. They also show enjoyment in consuming Thai food and Chinese food, mostly targeting the local food of Tom yam Kung. Majority of them can be seen using airplanes to travel to Chiang Mai and also considered using motorcycle and TukTuk for travelling across the city. The most attractive activities of tourisms for them had been traditional massage of Thai, elephant riding and soft adventure. Finally, the top five attractions of tourist were Wat Pra Singh, Chiang Mai University, Night Bazaar, Wat Prathat Doi Suthep, and Tapae Gate. The people of China have more acknowledgment about Thailand, specifically Pattaya after film of China, “Go LALA Go!” had been shot in Thailand. Thus, it ended up becoming a destination for tourists of China for visiting when they came to Thailand. Moreover, the film of China, “Lost in Thailand” motivated Chinese for visiting Thailand, especially Chiang Mai.