Strategic framework showcasing Greece in the Chinese tourism market

Abstract

Purpose – The purpose of this paper is to take a holistic view of the body of knowledge of the second wave of Chinese outbound tourists so as to develop a strategic framework towards positioning Greece in the China outbound tourism market. Design/methodology/approach – The survey adopted a perspective from knowledge management, investigating a deeper understanding of the knowledge about, from and for the Chinese tourists, and Greece was taken as a case study. An online survey with quantitative aspects was conducted from October 2013 to January 2014. Findings – The knowledge about the Chinese tourists depicts a young, well-educated segment with a predominance of female and western China residents. The knowledge from the Chinese tourists reveals that they prefer: visiting islands and heritage sites; safety while travelling; a faster visa process; a direct flight between China and Greece; and making a trip combined with other Schengen countries. The knowledge for the Chinese tourists indicates that purchasing tourism products/services online provides better price, is enjoyable, convenient and time-saving; and the top five digital platforms often used are Ctrip, Qunar, QQ, Weibo and WeChat, which could be effective tools for the promotion of Greek tourism in China. Originality/value – This research offers a first step to investigate the knowledge of Chinese tourists for the destination of Greece. The findings help to propose a strategic knowledge framework for the Greek tourism authorities so that Greece can become a more active player in the Chinese outbound tourism market.