Meeting the needs of the Chinese tourist - the operators' perspective

The increasing numbers of Chinese outbound tourists are bringing economic benefits to a large number of destinations worldwide, including those in Australia. This study examines the level of preparation for the Chinese tourist by a number of attraction operators within the Victorian tourism industry. Following a review of the literature, information was gathered through in-depth interviews with managers of six attraction operators. The data collected highlights issues such as the provision of Chinese speaking staff, signage, interpretive exhibits, availability of Chinese food and methods of dealing with special interests of this market. Finally, insights gleaned from this study address future planning and considerations for the management of tourist attractions in relation to gaining more of the Chinese tourist market and maintaining it. Whilst confined to the Australian tourism operators, this research could benefit other destinations marketing to Chinese tourists