Chinese tourism: Development and prospects for Greece

Abstract

China has been, and still is, by far the fastest growing tourism source market in the world. Chinese outbound travel has seen a rapid increase because Chinese authorities have not only implemented policies which facilitate the Chinese outbound tourism but also, the rising standards of living in China have expanded the demand for overseas tourism. The objective of this study is to examine the development of Chinese tourism in Greece, identify the motivation factors of Chinese tourists who visit Greece, determine the destination attributes of Greece which attract them and discover their activity preferences in Greece. A qualitative research using semi-structured, in-depth interviews with 19 interviewees was conducted, 17 of them with Chinese tourists, conducted in the district of the Acropolis (Athens) and two with professionals in the field of tourism in Greece. Results show that the most significant push–pull factors for Chinese tourists visiting Greece are cultural exchange, the relaxation-escape from their routine, prestige, the history of Greece, the blue and white color of Cyclades, Greek hospitality, archeological sites, good quality of the hotel services and, finally, Greek food and good event organisation. The research findings could help to build a strategy for the Greek tourism authority to prepare itself to become a more active player in the Chinese outbound market. The recommendations include simplification of the visa issuing procedure and direct flights connecting the two countries, proper preparation of the accommodation sector (a better understanding and respect for the Chinese culture), improvement of amenities such as public safety and communications and effective contact with more tour operators in China.