A Review of China’s Contribution to the Sustainable Development of the European Tourism Industry: A Case Study of Economic Effects and Sustainability Issues in Albania

Abstract

AbstractThis chapter assesses the economic impact of Chinese outbound tourism in Europe. Data shows high demand of Chinese tourists not only for major tourist attractions, but also for relatively small destinations, mainly culturally motivated. The chapter focuses on the case study of Albania. This country is a relatively small and unknown destination compared to European touristic hubs, but endowed with diversified tourist attractions, mainly related to culture. The chapter draws three major research questions. First, what are the main factors that motivate the Chinese demand for tourism in European destinations? Second, does Chinese tourists promote sustainable tourism (having Albania as case study)? Third, what are the main Chinese tourist segments and their drivers, that promote sustainability. Methodology of the study includes first, the desk research proposing the analyses through secondary data related to Chinese outbound tourism demand in different European destinations. Second, the analyses of 20 interviews of tourism operators in Albania give more insight to the drivers of Chinese tourist segments and the relation to economic impact and sustainable tourism development in such destinations. The chapter brings new knowledge to relate what actual literature brings on Chinese tourism segments and their drivers, with the planning for sustainable destinations through the economic impact of Chinese tourist demand. We conclude that the drivers of a high demand from some segments of Chinese tourism market, are related to the way that different European destinations, deal with the sustainability of tourism development. The focus on revenue streams and growth in relation to tourism multiplier effect, without compromising sustainability, is suggested from tourism operators to build sustainable destinations and to benefit from Chinese outbound tourism demand.KeywordsChinese outbound tourism demandEuropean tourism industrySustainabilityTourism destinationsEconomic effect