Getting ready for the Asian market. Psycho-sociological factors differentiating Chinese tourists in Europe

[eng] This study examines the evolution of the Chinese outbound tourism and the psycho-sociological factors of Chinese outbound travellers. It analyses the main motivations, expectations and barriers toward European destinations, particularly the case of Spain. This study considers the current European tourism products and routes arranged by the Chinese travel agencies, and the effect on demand of the technological development. It also sets recommendations for Spanish stakeholders to enhance their services considering the Chinese outbound travellers’ expectations and to strengthen their relationship with Chinese tourism businesses so that it results in a better understanding of the demand needs. Thus, the findings may be helpful to develop a marketing strategy focused on the actual needs of Chinese outbound travellers