The Outbound Chinese Tourism to Italy: The New Graduates' Generation

Abstract

Cultural and economic exchanges between Italy and China are under constant development. Even though Italy is considered as one of the main world tourism destinations, it currently does not attract a significant share of outbound Chinese tourism if compared both to world competitors—such as Australia and the United States—and to other European countries, such as Germany, France, and the UK. The reasons for this situation are manifold and can be substantially grouped according to objective reasons (such as geographical distance, transfer times, costs compared with individual and familiar spending capability, bureaucratic formalities) and subjective ones (depending on tourists' interests, expectations, behaviors, trip planning modalities, and travel group composition).

Comprehension of travel motivations represents a fundamental support to the identification of strategic guidelines for both national tourism policies and individual operators because they are particularly relevant to the choice of a destination. This article has a clear operative aim: to fill the existing informative gap by providing policy makers and tourism operators with suggestions on how to increase outbound Chinese tourism flows toward Italy, with particular attention to the diversification of demand and supply.

意大利和中国之间的文化与经济交流正在不断发展。尽管意大利被视为世界主要的旅游目的地之一，但跟其他的竞争者（如澳大利亚、美国、德国、法国和英国）比较起来，它目前并未能在中国出境旅游市场有重要的占有率。导致这个情况的原因是多方面的，从本质上可归类为客观因素（如地理距离、传输时间、消费能力及官僚手续）和主观因素（游客的兴趣、期望、行为、行程规划模式和旅行团的组成）两种。  旅游动机与游客的目的地选择有密切关系，关于这方面的研究可以为国家旅游政策和个体经营者在确定战略性方针上提供重要的支持。本文旨在为决策者和旅游经营商提供有关增加中国公民到意大利出境旅游的建议，并特别注意需求和供给多样化，以填补现有的信息差距。

Keywords:

• China
• outbound tourism
• Italy
• travel motivations
• new young tourists

Keywords:

• 中国
• 出境旅游
• 意大利
• 旅游动机
• 新一代年轻游客

Notes

1. The term young here is used to mainly describe people aged 26–35 years old.

2. Beijing, Guangdong, Guangzhou, Guizhou, Haerbing, Hebei, Heilongjiang, Hubei, Hunan, Jilin, Jiangxi, Inner Mongolia, Shandong, Shanxi, Shanghai, and Xian.

3. In addition to the section on sociodemographic information.