Lecture

1
Lecture 2.1 In-bound Travel Service

• Lecture Objectives
• Understand contribution of tourism to Chinas
  national economy and opening to the world
• Chinas comparative advantage in attracting
  in-bound tourists
• resources diversity
• history
• mystery of a closed communist regime from 1949 to
  the early 80s
• Review culture as an attraction for promoting
  in-bound travel
• a case analysis in the early 1990s
• a previous students case study
• Discuss issue of authenticity in tourism study
• tourism infrastructure development and
  modernization of China
• Introduce methods of writing an annotated
  bibliography

2

• Useful References
• Li, Y. (2003). Heritage tourism Contradictions
  between conservation and change. Journal of
  Tourism and Hospitality Research, 4 (3) 247-261
• Xie, F. (2003) The bamboo-beating dance in
  Hainan, China Authenticity and Commodification.
  Journal of Sustainable Tourism, 11 5-16
• Wang, X. (2003). China in the eye of Western
  travelers, 1860-1900. In Lew, A., Yu, L., Ap, J.
  Zhang, G. (Eds.), Tourism in China, pp. 35-50.
  New York The Haworth Hospitality Press

3
Understand contribution of tourism to Chinas
national economy opening to the world in the
80s and early 90s
4
Major Characteristics ofChinas Tourism Industry

• The political
• Socialist/communist
• centrally planned economy
• top-down approach as opposed to bottom up needs
  of tourism resource management
• The economic
• Profit-oriented
• hunger for capital investment in the so-called
  early stage of socialist market economy

5

• The development mode
• Rapid growth at a recent start
• Mode of development

1 Intl inbound gt2 Domestic Intl
Inbound gt3 Domestic Intl in- out-bound
manifestation 1 culture as a resource for
tourism
6

• Political guidance and central control (top-down)
• Stable growth for 3 decades
• Regional difference in development

7
Contribution of Tourismto Chinas National
Economy

• Enhancing development of other related economic
  sectors
• Food and beverage
• Accommodation
• Transportation
• Sightseeing
• Shopping
• Entertainment

8

• Creating employment opportunities 15
  relationship
• 1 job in tourism industry can indirectly create 5
  jobs in related industries

• Increasing foreign exchange earnings
• Two channels for increasing foreign exchange
• earnings
• commodity trade
• service trade (including tourism)
• advantages and disadvantages of service trade

9

• For your critical thinking
• Growth of Chinas economy
• Associated change of tourism product supply
  resource management
• Mode of tourism development
• Balance of foreign trade

10
The advantage of tourism trade issues for you
to ponder

• Trade of intangible products
• commodity supply and consumption of energy
• Place of trading
• the cost of storage and transportation
• Place of consuming
• cash trade and exchange rate

11

• Promoting international cultural and economic
  exchange?
• Enhancing the cooperation and coordination among
  regions in development?

12
Review culture as an attraction for promoting
in-bound travel for tourism development of China
13

• A case analysis in the early 1990s
• References
• Li, Y. 2000. Ethnic tourism A Canadian
  experience. Annals of Tourism Research 27 (1) 
  115-131.
• Swain, M. B. (1995). A Comparaison of state and
  private artisan production for tourism in
  Yunnan.In Lew, A., and Yu, L., Ap, J. Zhang, G.
  (Eds.), Tourism in China, pp. 223-236.Boulder
  Westview Press

14
Ethnic tourism Yunnans rich culture resources

• Clarifying the concept
• ethnic tourism
• The term
• is interchangeable with the concept of cultural
  tourism
• referrs to the quaint customs of indigenous
  other exotic peoples
• The experience
• involves some direct experience with ethnic
  culture environment
• The most important element is
• human culture heritage

15
Cultural Economic Perspectives of Ethnic Tourism
Product (attraction)
Market (origin)
Physical Travel Spatial Movement
Cultural commodification
demand
supply
Ethnic cultural resources
16
Discuss issue of authenticity in tourism study
17
One of the consequences in the process of
cultural ommodification problem of authenticity

• Understanding authenticity
• Authenticity as tourism image
• staged authenticity

18

• Authenticity as individualism
• Freedom of an American style
• Authenticity as liberation of a modern society
• Tourism impacts and modernization of China (to be
  discussed in future lectures)

Is China a modern, and / or modernized society?
19
Culture tourism in BeijingCase of Arts 798
Share with you a case study by a previous student
20
Introduce methods of writing an annotated
bibliography

• WHAT IS AN ANNOTATED BIBLIOGRAPHY?
• An annotated bibliography is a list of citations
  to
• books
• articles, and
• documents, etc.
• Each citation is followed by a brief (usually
  about 150 words) descriptive and evaluative
  paragraph, the annotation
• The purpose of the annotation is to inform the
  reader of the relevance, accuracy, and quality of
  the sources cited.

21

• ANNOTATIONS VS. ABSTRACTS
• Abstracts are
• the purely descriptive summaries often found at
  the beginning of scholarly journal articles or in
  periodical indexes
• Annotations are
• descriptive and critical, which are supposed to
  expose the author's point of view, clarity and
  appropriateness of expression, and authority

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• THE PROCESS
• Creating an annotated bibliography calls for the
  application of a variety of intellectual skills
• concise exposition
• succinct analysis, and
• informed library research
• First, locate and record citations to books,
  periodicals, and documents that may contain
  useful information and ideas on your topic
• In this case, references sources about tourism
  and travel of China
• Second, briefly examine and review the actual
  items
• Third, choose those works that provide a variety
  of perspectives on your topic.
• Fourth, cite the book, article, or document using
  the appropriate style
• Our guidelines regarding the use of reference
  materials
• Last, write a concise annotation that summarizes
  the central theme and scope of the book or
  article. Include one or more sentences that
• evaluate the authority or background of the
  author
• comment on the intended audience

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How to Critically Analyze Information Sources?

• Aspects to ponder (you may have much more than
  150 words to write!)
• Introduction to begin with
• Initial appraisal
• Author
• Date of Publication
• Edition or Revision
• Publisher
• Title of Journal
• Content analysis
• Intended Audience
• Objective Reasoning
• Coverage
• Writing Style
• Evaluative Reviews

24
Lecture 2.2 Demand of Outbound Travel

• Lecture Objectives
• understand leisure as a concept and a life style
  in China
• examine increasing demand of Chinas outbound
  leisure travel
• discuss implications such demand for Hong Kong
  and the international community

Useful References Xiao, H. (2003). Leisure in
China. In Lew, A., Yu, L., Ap, J. Zhang, G.
(Eds.), Tourism in China, pp. 263-276. New
York The Haworth Hospitality Press Zhang Qiu,
H., Jenkins, C. Qu, H. (2003). Mainland Chinese
outbound travel to Hong Kong and its
implications. In Lew, A., Yu, L., Ap, J.
Zhang, G. (Eds.), Tourism in China, pp. 277-296.
New York The Haworth Hospitality Press
25
Understand leisure as a concept and a life style
in China
26
Conceptualize Leisure

• What is leisure?
• time (discretionary time)
• expenditure (disposable income)
• a state of mind freedom of being different
• antithesis

27
Major academic enquires about leisure

• Leisure participation and social stratification
• Hi-income earners legitimate forms of leisure
• Low-income earners popular forms of leisure
• Where does tourism belong?

28
Evolution of leisure as a life style in China
(1)please read your textbook (Chapter 14)

• Leisure before 1979, give your thoughts to
• How leisure in China was shaped by these factors
• discretionary income
• discretionary time
• quality and availability of public leisure
  facilities
• urban rural differences in leisure
  provision/participation gt
• leisure behavior patterns

29
Evolution of leisure as a life style in China
(2)please read your textbook (Chapter 14)

• Leisure since 1979, give your thoughts to
• How leisure life in China has been shaped by
  these factors
• Public policy (especially the economic)
• improved global-local nexus in the 1990s
• international relations
• exposure to new information and technology
• foreign trade increase
• Transformation of public policy (social) gt
• ? Direct effect on leisure provision management

30

• 1. Diversification of income increase of
  disposable income
• State Council Pay Raise Act
• 2. New system of labor and employment
• competition and work pressure
• need for leisure
• 3. Trade unions role in 1990s
• Public welfare extended to wider section of
  community
• Sources increase for leisure activities

Chinas outbound travel as one of the direct
effects
31
Examine increasing demand of Chinas outbound
leisure travel
32

• BACKGROUND
• China will be the 4th biggest world outbound
  tourist-generating country by 2020 (WTO, 1997)

Worlds Top 10 Tourist-Generating Countries in
2020
33

• Major social, economic political factors for
  the demand
• Economic growth
• Increasingly open-oriented public policy
• Relaxation of travel rules
• Seven day free visa to HK
• Single currency system
• 5 day working policy
• CEPA arrangement

34
The engine of growth

• Rapid growth of the economy (south china morning
  post 15/01/2009)
• 2009 predicted to be 8

35

• Income increase lifted living standard greatly
• With economic expansion, came the inexorable rise
  of the new middle class

36
Outbound Travel by Chinese Residents

• The rippling effect

Inter-continental travel
Outbound Intra-Asia Travel to HK, Thailand,
Malaysia Philippines
Domestic Tourism
37
Where would they like to go?

• Major destinations
• Hong Kong
• Macau
• Thailand
• Malaysia
• The Philippines
• Japan
• Russia
• USA
• Singapore
• Australasia.

38

• More and more foreign countries are granting
  visas to Chinese tourists reflecting Chinas
  growing economic stature and the increasing
  affluence of her nationals

39
Where are outbound travelers from?

• 3 top sources
• Guangdong
• Shanghai and adjacent provinces like Zhejiang and
  Jiangsu
• Beijing and its coastal neighbouring regions

40
The favorite destinations

• Thailand
• Singapore
• Malaysia
• Main reasons
• Large number of ethnic Chinese
• Moderate level of economic development
• Relatively cheap
• Short distance
• Devaluation of currencies
• etc.

41
Discuss implications of Chinas outbound travel
demand for Hong Kong the world
42
Tourism forecast for HK in 2009

• Total arrivals
• 29 million (-1.6)
• Mainland arrivals
• 17.5 million (4.1)
• Other arrivals
• 11.4 million (-9.2)
• Average stay (days)
• 3.2 (-0.1)
• Per capita spending
• HK5,278 (-1.5)
• Tourism revenue
• HK148b (-0.4)
• Source South China Morning Post 15/01/2009)

43
The implications for Hong Kong

• China is already the largest tourism market
  within the Asia Pacific regions
• The launch of the individual travel scheme only
  cements further Chinas position as Hong Kongs
  top tourism market
• Reconsider Hong Kongs focal appeal
• City of life and Asias leisure capital?
• Asias World City as a strategy for global
  marketing?
• New attractions such as Disneyland?

44
Will Disneyland be our savior?
45
Implication for the World

• Chinas large population base gives her the
  NUMERICAL potential to become a huge source of
  international outbound tourism

46
What should the rest of the world do?

• The needs and
• preferences of Chinese travelers should be
  better studied and known
• Care should be taken to meet their needs and
  supply services in a way appealing to their
  preferences and tastes

47
More actions to be taken?

• Market research to sort out market segments
• Variable factors for segmentation
• Motivation
• Behavior
• Geographic origins
• Gender
• Age
• Education
• Income
• Development of special travel packages
• Identification of destinations with features
  appealing to Chinese tourists
• More provision for the use of the Chinese
  language as English is not widely used among
  Chinese people