Importance and Evolution of the Chinese Outbound Tourism Market in Spain: How can the Balearic hotel industry attract this market

Abstract

[eng] Recent data of INE and CTA has shown the rapid growth of the Chinese market in Spain (and the Balearic Islands) and the popularity of Spain as a destination in the market. As the Chinese market is important in terms of the number of outbound travellers and expenditure, this paper aims to analyze the importance and evolution of the Chinese outbound tourism market in Spain to help Spanish destinations and hoteliers identify and seize the opportunities of this important and growing market, and study how the hotel industry can attract Chinese tourists to visit Spain, with a special focus on the Balearic Islands. Secondary data analysis, a questionnaire survey, and interviews with representatives of two important hotel companies located in the Balearic Islands are carried out to study the market accurately. Statistical analysis is carried out with univariate analysis, bivariate analysis (mainly Pearson’s r, one way ANOVA, chi-squared and Kendall's Rank analysis) and factor analysis. The main conclusion is in contrast with the group tour travellers that usually visit only Barcelona, Madrid and Sevilla for sightseeing, the Chinese tourists that visit the Balearic Islands are free independent travellers, who are usually from the middle class, motivated by inner desires (to increase knowledge and experience, to experience the European or Mediterranean lifestyle and to acquire prestige and status), and spend more on experience and leisure. Spanish destinations and hotel firms should find the best positioning of their “brand(s)” in the Chinese market to attract it and differentiate from other similar destinations or companies, and carry out adaptations to the market within a long-term and sustainable plan.