Catering for the needs of Chinese tourists in Switzerland

Abstract

The Chinese outbound tourism market is not only the largest in the world, but also the one with the highest expenditure. Despite these record numbers and figures, Chinese outgoing tourists are still quite a young source market, and therefore destinations might have not yet understood their needs and expectations. Chinese tourists display very particular travel behaviour, which differs greatly from the Western countries. This research will therefore evaluate the travel behaviour, needs and expectations of the Chinese Outbound Tourism market in order to cater for the needs of Chinese tourists in Switzerland. This will be analysed in form of primary data (current studies and publications) and secondary data (questionnaires). The results of the research will be accompanied by recommendations for the Swiss tourism industry.