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7явления. Каждый из блоков в теории конкуренции имеет свое гносеологическое назначение, предлагая к рассмотрению и формированию теории конкуренции различные ее теоретические аспекты.
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Anna Romanova
PhD in Economics
Associate Professor at the Department of Marketing, PR-Technologies and Logistics
Chernihiv National University of Technology
THE OUTBOUND ASIAN TOURISTS AS A PERSPECTIVE MARKET FOR THE HOSPITALITY
INDUSTRY OF UKRAINE
Abstract. The article analyzes the outbound tourism market of China and India as priority target audiences of consumers of European tourist product, in particular Ukrainian. The attention has been focused on the volume of Chinese and Indian tourist flows to Ukraine.
The main characteristics of the outbound Indian tourism market have been highlighted and researched: the second largest in the Asian region; rapid growth; the great expenditures of tourists who go to the European continent, priority to luxurious rest; significant differentiation of tourists based on social and material status; seasonality of trips; priority of combined tours; propensity to shopping; peculiarities of travel behavior.
The peculiarities of the Chinese tourism market have been revealed: hyper volume; significant purchasing power; steady growth rates; the priority of Asian destinations, but at the same time the emergence of interest in the EU and Russia; organization, group character; seasonality; short-term travels; cluster (combined) trips; predominance of women tourists; prioritization of on-line booking of tours; peculiarities of travel behavior; the predominance of certain types of tourism; giving preference to national Chinese cuisine, etc.
These characteristics of the Indian and Chinese outbound tourism markets must be taken into account when developing tourist products for the Indians and Chinese, and creating a strategy to increase tourist flows from Asia for any destination and tourist site. The main differences between Chinese and Indian tourists have been presented.
The useful recommendations for tour operators who plan to work with Asian consumer of a national tourist product have been formulated.
Key words: Asian tourism market, international tourism, tourism industry, E-Turizm, online travel, visa liberalization.
Formulation of the problem. Today, tourists from such countries as China and India are the most wanted visitors in the world; in addition, they are forming the global tourism trends for the coming years. This is caused both by the large number of Asian outbound tourism flows and by the high purchasing power of these tourists.
The World Tourism Organization (UNWTO) has predicted a 50 million outbound tourism inflow from India by 2020. In addition, according to studies by an international organization, the expenditures of outbound Indian tourists will be $28 billion in 2020.
At the same time, because of the successful reforms implementation, starting from 2010, China has
become the second world economy and has significantly increased its geo-economic impact. China has become the world's largest exporter, with exports of $2.09 trillion in 2016 [1], a rapidly growing consumer market and an international tourist flows donor country. For other countries of the world, China has changed from a source of cheap imports to the main source of investments and outbound tourists.
Most countries of the world have instantly reacted to the prospects of Asian tourist markets and began to compete for Chinese and Indian outbound tourists. At the same time, tourist flows from China and India to Ukraine remain insignificant (do not exceed two dozens of thousands of tourists). In addition, the complexity is that Asian tourists are fundamentally different from the European: from seasonality of trips to priority types of travel. Therefore, in order to increase tourist flows from China and India, it is necessary to conduct professional and thorough research of the Asian outbound tourism market.
Analysis of recent research and publications. The researches of the Asian tourist market, especially China and India, are initiated today by the leading economic organizations of the world. Internationally reputable organizations such as the World Economic Forum [2], the United Nations World Tourism Organization (UNWTO) [3] and the World Travel & Tourism Council [4] annually publish analytical reports on the current state and forecasts of the development of the global tourism industry, where a compulsory and weighty section is an analysis of the Asian tourist flows.
The purpose of the article. The main purpose is to study the Asian tourism market (India and China) in the context of developing and implementing of tourism strategies of counties, which are oriented on these customers, in particular, Ukraine. And also the definition
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Significant expenditures of outbound tourists. According to the UNWTO, in 2012 the country ranked sixth in terms of international tourism expenditures [3]. The total amount of Indian outbound tourists' expenditures (excluding transport expenditures) was $ 12.3 billion, showing an increase of 50% in US dollars and 70% in Indian Rupee (INR) compared to 2007. In
of the characteristics of Asian outbound tourists, which must necessarily be taken into account when creating target tourism products for the Chinese and Indians and improving the strategy for the development of tourist destinations and tourist facilities aimed at the reception of tourists from Asia.
The main material of the research. China and India have been the largest outbound tourist markets in Asia for the last five years. People's Republic of China has become the largest donor of tourists in the world, and the Chinese tourists spend more money than other tourists from all over the world. The annual number of tourists from both countries was almost 150 million people in 2016. At the same time, no more than 30 thousand tourists came to Ukraine, which is less than 0.02% of the total outbound tourist flow [3].
Features of the Indian Travel Market:
Second place by volume in the Asian region. In 2016, the number of outbound Indian tourists reached 21.87 million, which allowed India to become one of TOP-10 largest outbound tourism markets and the second after China in the Asian region [5].
High growth rates. India has become one of the fastest growing outbound tourism markets in the world. Indian outbound tourist flows have increased ten times over the past 15 years (only 1.94 million in 1991) and continue to grow over the last five years. The departures from India increase with an annual average of 11% [5]. However, the number of Indian tourists traveling to Ukraine remains small and the growth has been unstable for the last five years. Thus, the number of tourists from India has never exceeded 10 thousand people and needs a substantial and systemic increase (Fig. 1).
2013, the expenditures were already $ 17 billion (40% growth). According to the UNWTO estimates, Indian outbound tourists are expected to spend $ 191 billion by 2030 [5].
The average expenditures per person range from $ 800 to $ 1,000 (although some studies estimate the cost up to $ 1,700 per trip). The expenditures of Indians vary
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10 264
10 332
9 274
10 748
2012 2013 2014 2015 2016
Fig. 1. Dynamics of the outbound tourist flows from India to Ukraine [3]
70 Wschodnioeuropejskie Czasopismo Naukowe (East European Scientific Journal) #5(33), 2018 3ÜÜ depending on tourist destination: they spend the most Britain ($ 1,570 per person), Canada (about $ 1,000 per on trips to the United States ($ 4,650 per person), Great person) [3].
The priority of certain directions.
Fig. 2. Countries most visited by Indian tourists in 2016 (thousands) [3]
Significant differentiation of tourists for social and material status. Given the historical differentiation and caste of the Indian population, such a distribution is typical for outbound tourists. This is manifested in a large difference in expenditures and behavior during travel. However, as a rule, those Indian tourists who get to the European continent and get a visa belong to the richest strata of society. This factor must be taken into account when creating a tourist product for the Indians.
Propensity to luxury. Indian tourists who belong to the upper strata of society prefer luxury suites. This is evident in the booking of hotels not lower than 4-5 stars, flying business and first class.
Seasonality of travels. The Indians plan non-business trips, as a rule, during the period of national holidays and school holidays:
- April 15 - June: School holidays;
- October - November: (Dasara, Diwali, Hinduism holidays): 30 days;
- December - January: (Christmas and New Year holidays): 10 days.
The predominance of combined tours. Just like Chinese, Indian tourists prefer the combination of several countries during one trip. 20-30% of Indian visitors to Europe choose one destination, while 70-80% visit several destinations. The duration of travel varies and depends on the destination and purpose of the trip.
A large proportion of the three airports in the departures structure. Three airports in Mumbai, Delhi and Cochin in 2016 together provided more than 51% of all departures from India: 21.45%, 20.08% and 9.62% respectively [6]. This should be taken into account when developing a strategy to increase tourist
flows from India and to open direct aviation connections.
Priority of tourism types. The outbound Indian travels are divided into three main categories by type of tourism:
- business trips (MICE-industry sector);
- visits to the relatives;
- students (come to study).
According to the Ministry of Tourism of India 41% of business trips, 30% of friends and relatives visits and 29% of weekend trips were done in 2012 [6].
The predominance of individual trips over groups. Unlike the Chinese outbound travel market, Indians seek to travel individually.
Mental characteristics of behavior. The Indian tourist is predominantly inclined to use Vedic low-fat food, avoiding beef. In addition, Indian tourists love to combine shopping with any kind of travel. Solely for shopping, the Indians go to the United States, Singapore and Europe.
Chinese Outbound Travel Market
A report by the Chinese Tourism Agency (CTA) has shown that in 2016, the number of outbound Chinese tourists has reached 122 million people, thus China ranks first among all countries-tourist markets in the world. In addition, Chinese visitors spent 260 billion dollars (about 760 billion yuan) in foreign destinations [7].
The countries for which Chinese tourists make up the main segment of inbound tourists are Thailand, Japan, South Korea, Vietnam, Russia and the United Kingdom. However, the interest of Chinese tourists and investments is revealed by most European countries. This is manifested in the following activities: creation
of tourist navigation in Chinese; presence at Chinese tourist exhibitions, in particular in Shanghai (China International Travel Mart) [8] and Beijing (China Outbound Travel and Tourism Market, Beijing International Expo, etc.) [9]; Action plan under the «One Belt, One Road» program.
As for the international destinations where Chinese citizens travel the most, they are Asian countries
Signs typical for the Chinese tourism market:
Hyper volume - today the Chinese outbound tourists market is the largest in the world and in 2016 it is 122 million people and 109.8 billion dollars. According to the forecasts of the Chinese Tourism Agency, by 2022, the number of Chinese outbound tourists will increase more than double [7]. Moreover, according to the Chinese President Xi Jinping at Davos Economic Forum, more than 700 million Chinese will travel abroad over the next five years [10].
Steady growth rates. China is one of the few countries in the world, where for the last twenty years there has been a steady increase in outbound tourism flows. If in 1992 the number of traveling abroad was 2.9 million people, then by 2005 it was already 31 million, and by 2017 - 122 million tourists. In the period 1992-1997, the average annual growth of outbound tourism amounted to 13.1%, in 1998-2000 - 17.1%, in 20012005 - 24.9%. In particular, in 2016, this growth amounted to 4.3% compared to the previous one (an in-
like Hong Kong, Macao, Thailand, South Korea, Malaysia, Maldives, Vietnam and the Philippines. For example, only in Thailand in 2016 emigrated 8.77 million Chinese, which is more by 45% than in the previous year (Fig. 3). Comparing the changes in the tourist destinations where the Chinese travels, with the 2013 data, is the growth of the popularity of such exotic and cheap destinations as Maldives and the Philippines due to ris-
crease of 5 million tourists) [7]. These positive dynamics can be explained by political and economic reasons. On the one hand, the PRC government, represented by China's top leadership, granted permission for mass tourism of Chinese tourist groups abroad, and introduced a policy of popularizing Chinese culture in the world. On the other hand, a number of countries have liberalized the visa regime with the PRC (even unilaterally) in the struggle for the Chinese tourist markets. This made it much easier for the Chinese citizens to travel to these countries. In addition, the increase in Chinese outbound tourism is influenced by the growth of the welfare, purchasing power and socio-economic status of the Chinese population in general. Thus, net income per capita in China in 2016 amounted to $ 3,469, which is 6.3% more than in the previous year (in real purchasing power) [11].
Significant purchasing power of the Chinese. Despite the fact that in general one Chinese tourist spends around $ 2,130 (calculated by the author based on data on the number of outbound tourists and spent funds)
ing Chinese incomes [7].
Fig. 3. Popular destinations for travel by citizens of China in 2015 (thousand trips) [7]
while traveling, but due to the large number of tourists and their sustainability - the total amount of expenditures can be significant and stable revenue to the economy of tourist destinations.
Priority of Asian trends, but at the same time the emergence of interest in the EU and Russia. The Chinese tourists mostly choose to travel the Asia-Pacific Region (APR), which is due to the following reasons: close distance that corresponds to the concept of short trips during the initial state; relatively low cost due to a close fly; less threat of terrorist attacks compared to European countries.
However, the number of Chinese people traveling to Europe, the United States and Russia has increased in recent years. The rating of the most visited museums in the world by Chinese tourists (the Metropolitan, the Louvre, the Vatican Museum, the British Museum, the Uffizi Gallery, etc.) is an evidence of this trend. [7].
However, visiting European destinations is significantly hampered by the necessity to obtain Schengen visa. Thus, according to the ETOA (European Tourism Association), 26% of Europe's potential visitors cancel their trips due to the difficulties in obtaining a visa [12].
When forming tourist products, it is very important to take into account the associations that European direction cause in the mind of the Chinese consumer, and vice versa - China in the perception of a European. Thus, the image of Europe for a potential Chinese tourist is based on the following associations: «travels» (92.04% of respondents), «visa» (4.49%), «sport» (1.99%), «culture» (0.52 %). At the same time, China is associated among the European consumers with «business» (14.28%), «sport» (14.59%), «culture» (12.06%), «population» (11.94%), «travel» (10.42%), «education» (9.77%), «shopping» (4.90%), etc. (Table 1) [12].
Table 1
Analysis of associations of countries in potential tourists [12]
Characteristic The perception of Europe in China The perception of China in Europe
Business 0,17% 14,28%
Visa 4,49% 0,65%
Adults 0,15% 0,37%
Economics 0,16% 8,10%
Culture 0,52% 12,60%
People 0,15% 11,94%
Education 0,04% 9,77%
Travels 92,04% 10,42%
Nature 0,01% 0,82%
Sport 1,99% 14,59%
Society 0,04% 8,71%
Technologies 0,16% 2,85%
Shopping 0,05% 4,90%
Organized travels. More than 40% of Chinese outbound tourists go to travel with organized tourist groups, which consist mainly of 20-30 people [13].
Reasons for organizing the Chinese outbound tourism market:
- a collectivist way of thinking associated with communist ideology;
- language barrier;
- lack of experience of traveling abroad;
- visa liberalization for Chinese tourist groups.
However, the number of individual tours is growing: over 70 million Chinese traveling abroad were recorded in 2016.
Seasonality. The demand of Chinese tourism market is directly dependent from official state holidays, since there are no long 30-day vacations. Citizens have a rest, planning tours during public holidays, which take place in the following dates:
- February 7 - February 13 (Spring Festival, Chinese New Year);
- October 1 - October 7 (Education Day of the People's Republic of China).
In addition, business travel are done mostly from May to October, while family holiday take place from July to August.
Short-term trips. This feature follows as a consequence of the preceding paragraph, namely the bundle of tours to the Chinese official public holidays. Since these holidays are no longer than a week, tourist destinations must create a tour product designed for a week. As for the summer rest during the vacations, the Chinese usually go on the shores of Thailand and other islands of Southeast Asia, and even these trips rarely last longer than 15 days.
Preference of online services for tours booking and travel planning. The Chinese almost do not use cash, conduct all payments through the electronic system, linked to the WeChat social network (covering more than 963 million users) [14]). According to ETOA studies, 92% of Chinese Internet users visit their social networks at least three times a week [12].
In addition, it is becoming increasingly popular to use an online platform for travel bookins, including booking of transport, hotels, restaurants and excursions. In particular, 13% of Chinese Internet users order tours online [12]. CTrip, one of the largest online booking travel agency in the Asia-Pacific region, has more than 30,000 employees. About 20 million Chinese used the services of the company in 2016, which is almost 16% of international outbound flow [15].
Cluster (Combined) Travel. As a rule, the Chinese are trying to combine several countries during the trip. The most common combinations are different countries of the European Union, as well as Russia and Belarus. On average, a Chinese tourist spends 1-3 nights in one country. The desire of the Chinese tourist to see as much as possible during one trip must be taken into account when creating a tourist-friendly product for the Chinese.
Priority of certain types of tourism: business tourism (MICE); introductive excursions (it should be noted that in the context of this type the Chinese are interested in red and industrial tourism), filming places; wedding tourism and shopping tourism are now gaining popularity. Although the Chinese still pay more attention to excursions than relaxation, ETOA predicts that this ratio will soon change in favor of relaxation.
The prevalence of women tourists. Women predominated (56%) in the number of Chinese tourists in 2016. As for the age distribution, the largest number of tourists traveling to Europe is the Chinese population of 35-60 who have higher education, belong to the upper class and upper middle class, and therefore need a high level of service [16].
Giving preference to national Chinese cuisine. Experience of tour operators working with groups of Chinese tourists shows that the Chinese are inclined to eat at the Chinese restaurants while traveling. This in-
formation was confirmed by the research of the Association of Hospitality Industry of Ukraine conducted in June 2017 in the form of a survey of Chinese tour operators who took part in the trip to Ukraine. 87% of respondents said that future tours for Chinese tourists should be planned so that they could eat Chinese food or adapted to Chinese national cuisine [17].
Features of the Chinese traveling culture:
- habit to take pictures (special photo-shootings tours);
- the habit of drinking warm water constantly;
- atheism and lack of excessive curiosity about religion, churches, sacred buildings;
- small number of tourists who speak English (or any other European language);
- use of gadgets, online services and priority by electronic payments;
- attraction to shopping, expensive luxury items;
- security as one of the basic travel needs;
- avoiding the number «4», which means «death» in Chinese;
- desire to see as many tourist attractions as possible in one day.
Despite the similarity of the various Asian tourist markets, there are some significant differences between them that need to be taken into account when developing tourist products. Table 2 shows the main differences between Chinese and Indian tourists.
Table 2
The main differences between Chinese and Indian tourists
CHINA INDIA
r CUISINE
Prefer Chinese cuisine. It is desirable that the restaurants have Chinese sticks, because not everyone cope with a fork. Drink warm water during the day, so it is important to have kettles in the room/places of temporary accommodation (hotels, apartments) Will not go if there is no Indian cuisine. There are
three main categories: vegans, non-vegans and Jains (do not eat root crops). They eat very spicy food.
r GROUP SIZE
Usually travel in groups of 10-20 people Usually travel with families or friends
r TRANSPORT CONNECTION :
Not afraid to travel by themselves, use public transport, perfectly navigate in all sorts of online booking systems Travel with large groups, mostly wealthy men. Therefore, public transport does not matter
r GUIDES :
Require Chinese speaking guides English speaking
r MAPS AND NAVIGATIONS :
In Chinese In English
SOURCES OF COMMUNICATION
Exhibitions, work-shops, WeChat, websites in Chi- Road-shows to the most popular Ukrainian destina-
nese, fam-trips to Ukraine tions, fam-trips
VISA SUPPORT
Prefer to obtain a visa upon arrival than getting visa in advance
Conclusions and recommendations. Based on a thorough analysis of the Asian (Chinese and Indian) tourist market, a number of recommendations were formulated for subjects of tourism activity (including government officials) who plan to work with the Chinese consumers of the national tourism product:
- visa liberalization in order to ease the entry of Chinese and Indian tourists to the country;
- establishment of direct flights between Ukraine and India and China: Delhi-Kyiv, Mumbai-Kyiv; Shanghai-Kiev, Guangzhou-Kyiv, Hong Kong-Kyiv, etc.;
- creation of a targeted tourism product, based on the dates of official holidays in China and India (possible and desirable combination with other countries);
- the popularization of the tourist product created in Chinese (for Chinese) and English (for Indians) on the online travel websites, in particular CTrip, as well as the WeChat social network;
- training of Chinese-speaking personnel for the tourism industry (tour guides, hostesses, carriers, waiters, etc.);
- conducting of fam-trips for leading Chinese and Indian tour operators;
- encouragement of large companies Chinese and Indian production to film, shoot movie clips and video advertising in Ukraine;
- creation of navigation at tourist destinations in Chinese, the issuance of booklets with tips for Chinese and Indian tourists during a trip to Ukraine;
- establishment of the ability to receive payments from cards of the Chinese payment system UniPay;
- implementation of the system of tax refunds on purchases for foreign tourists («tax free»), which would stimulate shopping tours to Ukraine;
- establishment of separate call centers for citizens of the People's Republic of China and India that could provide operational information and assistance in Chinese and English at 24/7.
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