麦肯锡：深入审视中国出境旅游市场（中国旅游业报告英文版）.pdfVIP

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麦肯锡：深入审视中国出境旅游市场（中国旅游业报告英文版）.pdf

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Chinese tourists: Dispelling the myths An in-depth look at China’s outbound tourist market September 2018 Alex Dichter Guang Chen Steve Saxon Jackey Yu Peimin Suo Chinese tourists: Dispelling the myths Chinese tourists: Dispelling the myths An in-depth look at China’s outbound tourist market September 2018 Alex Dichter Guang Chen Steve Saxon Jackey Yu Peimin Suo Chinese tourists: Dispelling the myths 3 4 Chinese tourists: Dispelling the myths CONTENTS 2 Chapter 1 China’s outbound tourist market is growing fast 6 Chapter 2 Understanding Chinese outbound tourists 7 2.1 Experience matters more 8 2.2 Diverse travel needs 8 2.3 Longer stays and farther destinations 9 2.4 Package tours on the rise 11 2.5 Fine dining is highly valued 13 2.6 Digital transaction methods are a must 14 2.7 Friends and family play pivotal role 15 2.8 Apps not used extensively 16 Chapter 3 Segmenting Chinese outbound tourists 18 3.1 Not all groups spend money the same way 18 3.2 Tour preference differs by archetype 18 3.3 Shopping is just one of many activities 19 3.4 Family and friends inspire consumer decisions 21 Chapter 4 Market opportunities 22 4.1 Travel agencies 23 4.2 Retail industry 25 4.3 Hotel industry 26 About the authors Chinese tourists: Dispelling the myths Chapter 1 CHINA’S OUTBOUND TOURIST MARKET IS GROWING FAST Chinese tourists: Dispelling the myths Chinese outbound tourism has become the biggest tourist segment in the world. Where once tourists from China stayed close to home, they are now