Attracting Chinese Tourists to Denmark: A Focused Study on Chinese Tourists’ Perceptions

Jurgita Lahouati

Student thesis: Master thesis


Due to the expanding Chinese outbound tourism worldwide and Chinese tourists‘ spending power, many tourist destinations including Denmark have recognized the need to know Chinese tourists better and to adjust themselves to their needs. As tourists have certain images about tourist destinations, these perceptions effect tourists‘ motivation to visit them. Furthermore, tourists perceptions might differ from those that tourism industry tries to present, what creates ‗image gap‘ resulting in miscommunication and wrong images in tourists‘ minds. Because of the dynamic nature of perceptions and their complexity, tourists‘ experiences and images of a destination change throughout the time. Therefore, it is important for a tourist destination as Denmark to know- what are Chinese tourists perceptions? Do they go in line with perceptions of industry and authorities? – in order to find out those ‗image gaps‘ and adjust their strategies them. Thus, the focus of this thesis was following: Attracting Chinese Tourists to Denmark. A focused study on Chinese tourists‟ perceptions. The goal was to find out :  What are Chinese tourists‟ perceptions of Denmark?  What are Chinese tourists‟ perceptions of tourists‟ attractions in Denmark?  What are Chinese tourists‟ perceptions of services in Denmark?  What are the initiatives of industry and authorities to keep a good image of Denmark and to attract more Chinese tourists to the country? These research issues leaded to qualitative research approach resulted in five focus groups interviews with Chinese tourists, several interviews with experts in industry and authorities, as well as additional research. Theoretical framework was based on different concepts and theories related both to these different parts of perceptions as well as Chinese tourist‘ behaviour. Findings in different chapters showed a huge variety of Chinese tourists views about different issues; some of them going in line with the initiatives of industry and authorities, while others leaded to perception ‗gaps‘. The main findings showed that Chinese tourists can not be generalised. Chinese tourists are very heterogeneous and complex and there is no a single solution how to deal will them. Furthermore, findings have proved that Chinese tourists behaviour when visiting Denmark can be explained by ―Three Tourists Conditions‖ ( Ooi, 2001): 1) Their visits are very short, 2) They do not have local knowledge and 3) They come to enjoy. Due to their heterogeneity and these conditions, there were given following suggestions: that mediators should be sensitive about this issue; they should accept in their minds the fact that Chinese tourist are very diverse; and they should expect a new generation of Chinese tourists, that they will be even more different.

EducationsMSocSc in Service Management, (Graduate Programme) Final Thesis
Publication date2012
Number of pages142