Estimating the size of the Chinese outbound travel market: A demand-side approach |
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Authors: | Xiang Li Rich Harrill Muzaffer Uysal Traverse Burnett Xiaofeng Zhan |
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Institution: | 1. School of Hotel, Restaurant, and Tourism Management, University of South Carolina, Columbia, South Carolina 29208, USA;2. Department of Hospitality & Tourism Management, Pamplin College of Business, Virginia Polytechnic Institute and State University, Blacksburg, Virginia 24061, USA;3. Travel Industry Association, Washington, DC 20005, USA |
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Abstract: | The Chinese outbound travel market has been one of the fastest-growing international markets over the past decade. However, estimating the size and identifying key tourist-generating areas for the Chinese travel market remain a significant challenge for international marketers. This empirical study employs an incidental target-market approach and presents updated research findings concerning this burgeoning market. Primary and secondary tourist-generating cities of Mainland China were identified based on population size and level of socioeconomic development, and their market potential for outbound travel was assessed through a large-scale telephone survey. This study estimated that the current Chinese outbound travel market comprises approximately 22 million city residents, among whom 11.5 million have traveled or plan to travel to destinations outside Asia. In addition to estimating market size and making recommendations on target cities, the study also introduces an effective research design for identifying target markets and customers. |
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Keywords: | Internationaltourism Chinese outbound tourism Incidence rate Supply and demand Market size Tier I cities Tier II cities |
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