Abstract
Italy, a world class tourist destination, attracts countless tourists and was listed among the top destinations in terms of international arrivals. In recent years, the number of Chinese tourists visiting Italy has increased at an annual growth rate of 18% and Italy was listed as the favorite destination among Chinese outbound tourists. This study conducted a survey of Chinese market to understand the perception of Italy as a tourist destination. A destination image framework was developed on the basis of the data analysis. By the analysis of variance together with a multivariate linear regression analysis, the authors explored the Chinese residents’ reasons for choosing Italy as a tourist destination and the relevant related factors. The findings of this study could have implications for the country’s image marketing.
Highlights
A world class tourist destination, has been listed as one of the most popular destinations among Chinese outbound tourists
Using SPSS 20.0 software to carry out the reliability test of the main part of the Italian tourism image perception of Chinese residents in the questionnaire
Chinese residents have a high degree of reliability in the first part of the Italian tourism image perception questionnaire, with a total Cronbach's alpha value of 0.889
Summary
A world class tourist destination, has been listed as one of the most popular destinations among Chinese outbound tourists. In 2016, the number of tourists from China to Italy reached 5.4 million. This paper conducted a survey on the three major Chinese markets for outbound tourism: Beijing (Beijing, Tianjin & Hebei), Shanghai (Jiangsu, Zhejiang & Shanghai) and Guangzhou (Pearl River Delta). The perception elements of the Italian tourism image and the influencing mechanism of the image perception of Italy on Chinese tourists were studied. This provides targeted marketing recommendations and marketing strategies which could enhance the image of the Italian tourism in the Chinese market
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