Strategic framework showcasing Greece in the Chinese tourism market. Issue 3 (7th September 2015)

• Record Type: Journal Article
• Authors: Marios Sotiriadis and Dr Alexandros Apostolakis, Professor; Kapiki, Soultana Tania; Fu, Jing; Mou, Lei
• Is Part Of: EuroMed journal of business. Volume 10:Issue 3(2015)
• Page Start: 311
• Page End: 326
• Publication Date: 2015-09-07
• Subjects: Business -- Mediterranean Region -- Periodicals; Industrial management -- Mediterranean Region -- Periodicals; Europe -- Commerce -- Mediterranean Region -- Periodicals; Mediterranean Region -- Commerce -- Europe -- Periodicals; 330.091822
• DOI: 10.1108/EMJB-09-2014-0031
• Languages: English
• ISSNs: 1450-2194

Abstract

<abstract> <title> <x content-type="archive" xml:space="preserve">Abstract</x> </title> <sec> <title content-type="abstract-heading">Purpose</title> <p> – 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. </p> </sec> <sec> <title content-type="abstract-heading">Design/methodology/approach</title> <p> – 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. </p> </sec> <sec> <title content-type="abstract-heading">Findings</title> <p> – 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. </p> </sec> <sec> <title content-type="abstract-heading">Originality/value</title> <p> – 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.</p> </sec> </abstract>