Strategic Framework Showcasing Greece in the Chinese Tourism Market

EuroMed Journal of Business, Vol. 10(3), pp. 311-326

7 Pages Posted: 3 Aug 2015 Last revised: 3 Sep 2015

See all articles by Soultana Kapiki

Soultana Kapiki

International Hellenic University (ex ATEI of Thessaloniki), Management of Organizations, Marketing & Tourism

Jing Fu

Chengdu University - International e-Tourism Research Center

Lei Mu

Chengdu University

Date Written: 2015

Abstract

Purpose – The purpose of this research 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.

Design/methodology/approach – 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.

Findings – 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.

Originality/value –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.

Keywords: Knowledge management, Chinese tourists, Greece, outbound tourism, strategic framework

Suggested Citation

Kapiki, Soultana and Fu, Jing and Mu, Lei, Strategic Framework Showcasing Greece in the Chinese Tourism Market (2015). EuroMed Journal of Business, Vol. 10(3), pp. 311-326, Available at SSRN: https://ssrn.com/abstract=2638804

Soultana Kapiki (Contact Author)

International Hellenic University (ex ATEI of Thessaloniki), Management of Organizations, Marketing & Tourism ( email )

P.O. Box 141
Sindos Thessaloniki, GR-57400
Greece

HOME PAGE: http://https://ihu-gr.academia.edu/SoultanaTaniaKapiki

Jing Fu

Chengdu University - International e-Tourism Research Center ( email )

No. 1 Shi Lin Upper Street
Chengdu, Sichuan Province
China

Lei Mu

Chengdu University ( email )

No. 1 Shi Lin Upper Street
Chengdu, Sichuan Province
China

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