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China Outbound Tourism Research Institute


  Prof. Dr. Wolfgang Georg Arlt
  COTRI China Outbound Tourism Research Institute



       The Thucydidesian quest for
      prestige, security and honour
     of Chinese outbound travellers


Tourism and Non-Western countries
University of Sunderland May 2009
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China Outbound Tourism Research Institute


According to Thucydides (History of the
Peloponnesian War , 5th century B.C.E.) there
are three essential motives that cause states to
seek to expand their influence abroad:
prestige (leading to power and wealth),
security and
honour.

Chinese outbound tourism to destinations
outside the Chinese realm follows the
same set of motives
                                                   Powered by
China Outbound Tourism Research Institute



Content
I.     Situation of Chinese outbound
       tourism today
II.    Prestige
III.   Security
IV.    Honour
V.     Examples of consequences
VI.    Conclusion
                                                     Powered by
China Outbound Tourism Research Institute

Framework for international mobility
of Chinese citizens
v    5-Year-Validity passport, hard currency exchange permission and
     international credit cards today quite easy to get for Chinese
     affluent city-dwellers.

v    ADS (Approved Destination Status) or similar agreements signed
     with almost all countries (latest addition in 2008: USA and
     Taiwan) as legal base for the issuing of group leisure tourism visa

v    Chinese government started to actively supporting outbound
     tourism instead of hindering it. New comprehensive legislation for
     outbound tourism expected soon.


                                                         Powered by
China Outbound Tourism Research Institute

China in 2008: A turbulent year!

Tibet
Torch
Sichuan Earthquake
Olympic Games
Chinese Stock & Real estate crash
World Economic Crisis


                                                     Powered by
China Outbound Tourism Research Institute


              China’s Outbound Tourism 2009


Outbound 2008:
46 million trips
90% inside Asia
10% outside Asia

2007: 41 million

Estimate 2009:
50 million

1st quarter 2009:
+5% (12 million)

                                                             Powered by
China Outbound Tourism Research Institute

Global Tourism 2008 and China’s share:
v App. 930 million international travellers

v China's share: app. 5% in number of travelers and in total spending

v China since 2004 Asia's biggest tourism source market
  (including trips to Hong Kong and Macao)

v China from 2009 probably Asia's biggest tourism source market
  (excluding trips to Hong Kong and Macao)

v But: Spending on international tourism per person in China
  still below 30 US$/year! (World average 100 US$)


                                                          Powered by
China Outbound Tourism Research Institute

Prestige
Prestige is an important asset in a collectivistic, non-democratic society.
It is the main criterion in choosing the form and destination of travel

Chinese international travellers can gain prestige from
- visiting famous destinations and sights (and having photos to prove it)

- visiting places connected to Chinese history or celebrities

- visiting places connected to clearly marked appropriate emotions

- being in the stronger position in East-West encounters

- bringing back markers in the form of presents and memorabilia either in
the form of branded goods or in the form of products perceived as typical
(for instance Swiss Army knifes from Germany)
                                                                Powered by
China Outbound Tourism Research Institute

Security

Safety/Security are named as the most important aspect in any survey on
Chinese travellers preferences

This includes
- Safety from bodily harm and a dislike of possibly dangerous situations

but also

- Safety from loss of face for being treated in a perceived inappropriate
way as a Chinese (for instance a hotel flying a Japanese but not Chinese
flag outside) or as a important person (for instance for being treating
equally all other members of a group consisting of persons of different
ranking)

                                                           Powered by
China Outbound Tourism Research Institute

Honour

Honour

Beside the acquisition of social capital by gaining prestige, international
travel also increases the honour or face of all Chinese by proving to the
world that China is now strong enough to afford it citizens spending hard
currency abroad.

Honour given to China by showing special dedication to the Chinese
market (for instance acquiring the COQ China Outbound Tourism Quality
Label) is an important criterion for the satisfaction of the Chinese
travellers.



                                                            Powered by
China Outbound Tourism Research Institute

Examples of consequences

Ø No clear division leisure vs. business

ØHighlight seeking vs. insider tip seeking

Ø Tour Guide as important source of information and interpretation

Ø Tourism as definition of position in society vs. Tourism as definition of
oneself

ØGaze instead of immersion

ØBrief stop instead of detailed inspection

Ø Perceived by hosts as rude / impolite
                                                              Powered by
China Outbound Tourism Research Institute

Conclusion
v Chinese visitors outside the Chinese realm are not holiday-makers

v Tourism is an important instrument of individual and collective self-
definition by comparing the modernity and success of oneself, China and
Overseas Chinese communities with the “others”

v Chinese tourists are not in awe about Western cultures; they often
return with the reinforced perception of the superiority of their own culture

v Chinese tourists see themselves as Ambassadors of China and relate
positive or negative treatment not (only) to themselves but to 1,3 billion
Chinese with 5,000 years of history


                                                              Powered by
China Outbound Tourism Research Institute




Thank you
for your
attention!




          www.china-outbound.com                 Powered by
China Outbound Tourism Research Institute


Contact information .

ü Address........................    China Outbound Tourism Research Institute (COTRI)
                                     Fritz-Thiedemann-Ring 20
                                     25746 Heide/Holstein
                                     Germany
ü Phone …………………  +49 (0) 481 / 85 55 - 523
ü   Fax…………………….. +49 (0) 481 / 85 55 - 121


ü Email……………………                     info@china-outbound.com

ü   Internet…………………                 www.china-outbound.com


                                                                            Powered by

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Motivations in choosing destinations for Chinese Outbound Travelers

  • 1. China Outbound Tourism Research Institute Prof. Dr. Wolfgang Georg Arlt COTRI China Outbound Tourism Research Institute The Thucydidesian quest for prestige, security and honour of Chinese outbound travellers Tourism and Non-Western countries University of Sunderland May 2009 Powered by
  • 2. China Outbound Tourism Research Institute According to Thucydides (History of the Peloponnesian War , 5th century B.C.E.) there are three essential motives that cause states to seek to expand their influence abroad: prestige (leading to power and wealth), security and honour. Chinese outbound tourism to destinations outside the Chinese realm follows the same set of motives Powered by
  • 3. China Outbound Tourism Research Institute Content I. Situation of Chinese outbound tourism today II. Prestige III. Security IV. Honour V. Examples of consequences VI. Conclusion Powered by
  • 4. China Outbound Tourism Research Institute Framework for international mobility of Chinese citizens v 5-Year-Validity passport, hard currency exchange permission and international credit cards today quite easy to get for Chinese affluent city-dwellers. v ADS (Approved Destination Status) or similar agreements signed with almost all countries (latest addition in 2008: USA and Taiwan) as legal base for the issuing of group leisure tourism visa v Chinese government started to actively supporting outbound tourism instead of hindering it. New comprehensive legislation for outbound tourism expected soon. Powered by
  • 5. China Outbound Tourism Research Institute China in 2008: A turbulent year! Tibet Torch Sichuan Earthquake Olympic Games Chinese Stock & Real estate crash World Economic Crisis Powered by
  • 6. China Outbound Tourism Research Institute China’s Outbound Tourism 2009 Outbound 2008: 46 million trips 90% inside Asia 10% outside Asia 2007: 41 million Estimate 2009: 50 million 1st quarter 2009: +5% (12 million) Powered by
  • 7. China Outbound Tourism Research Institute Global Tourism 2008 and China’s share: v App. 930 million international travellers v China's share: app. 5% in number of travelers and in total spending v China since 2004 Asia's biggest tourism source market (including trips to Hong Kong and Macao) v China from 2009 probably Asia's biggest tourism source market (excluding trips to Hong Kong and Macao) v But: Spending on international tourism per person in China still below 30 US$/year! (World average 100 US$) Powered by
  • 8. China Outbound Tourism Research Institute Prestige Prestige is an important asset in a collectivistic, non-democratic society. It is the main criterion in choosing the form and destination of travel Chinese international travellers can gain prestige from - visiting famous destinations and sights (and having photos to prove it) - visiting places connected to Chinese history or celebrities - visiting places connected to clearly marked appropriate emotions - being in the stronger position in East-West encounters - bringing back markers in the form of presents and memorabilia either in the form of branded goods or in the form of products perceived as typical (for instance Swiss Army knifes from Germany) Powered by
  • 9. China Outbound Tourism Research Institute Security Safety/Security are named as the most important aspect in any survey on Chinese travellers preferences This includes - Safety from bodily harm and a dislike of possibly dangerous situations but also - Safety from loss of face for being treated in a perceived inappropriate way as a Chinese (for instance a hotel flying a Japanese but not Chinese flag outside) or as a important person (for instance for being treating equally all other members of a group consisting of persons of different ranking) Powered by
  • 10. China Outbound Tourism Research Institute Honour Honour Beside the acquisition of social capital by gaining prestige, international travel also increases the honour or face of all Chinese by proving to the world that China is now strong enough to afford it citizens spending hard currency abroad. Honour given to China by showing special dedication to the Chinese market (for instance acquiring the COQ China Outbound Tourism Quality Label) is an important criterion for the satisfaction of the Chinese travellers. Powered by
  • 11. China Outbound Tourism Research Institute Examples of consequences Ø No clear division leisure vs. business ØHighlight seeking vs. insider tip seeking Ø Tour Guide as important source of information and interpretation Ø Tourism as definition of position in society vs. Tourism as definition of oneself ØGaze instead of immersion ØBrief stop instead of detailed inspection Ø Perceived by hosts as rude / impolite Powered by
  • 12. China Outbound Tourism Research Institute Conclusion v Chinese visitors outside the Chinese realm are not holiday-makers v Tourism is an important instrument of individual and collective self- definition by comparing the modernity and success of oneself, China and Overseas Chinese communities with the “others” v Chinese tourists are not in awe about Western cultures; they often return with the reinforced perception of the superiority of their own culture v Chinese tourists see themselves as Ambassadors of China and relate positive or negative treatment not (only) to themselves but to 1,3 billion Chinese with 5,000 years of history Powered by
  • 13. China Outbound Tourism Research Institute Thank you for your attention! www.china-outbound.com Powered by
  • 14. China Outbound Tourism Research Institute Contact information . ü Address........................ China Outbound Tourism Research Institute (COTRI) Fritz-Thiedemann-Ring 20 25746 Heide/Holstein Germany ü Phone ………………… +49 (0) 481 / 85 55 - 523 ü Fax…………………….. +49 (0) 481 / 85 55 - 121 ü Email…………………… info@china-outbound.com ü Internet………………… www.china-outbound.com Powered by