Abstract
Introduction. In 2012, China became the largest spender in international tourism, benefiting many destinations worldwide. Even if for Poland it is not an important source market yet, the Polish authorities have undertaken some marketing activities in China. The main aim of the paper is to explore the profile, motivations, and perceptions of the Chinese tourists visiting Cracow. The secondary aim is to check the effectiveness of the marketing efforts dedicated to the Chinese market undertaken by Poland since 2010. Material and methods. Data for the study (n = 100) were collected using a paper survey in English carried out among mainland Chinese tourists in Cracow in 2015. Results. The Chinese usually visit Poland for the first time, often in transit. They are prompted by the information found online and by word of mouth. Their main reasons to come are tradition, culture, historical sites, landscapes, and low costs. These expectations are well fulfilled, and the tourists′ overall satisfaction is very high. The Chinese find Poland to be different from other Western European countries. For them, Poland is a remarkable, traditional, safe, and developing country. Yet, their knowledge about the destination is limited. The main problem encountered is the language barrier, both online and once on site. The marketing efforts undertaken by Poland in the Chinese market have had weak and ambivalent effects. Conclusions. In order to attract Chinese tourists, there is a need to intensify expenditure not only on promotion (mainly online) but also on the removal of language-based communication problems. There is also scope for expanding the tourist offer dedicated to Chinese tourists - both in Poland and in cooperation with other Central European countries.
References
1. UNWTO. (2015). Tourism highlights, 2015 Edition. Madrid: World Tourism Organization.
2. UNWTO. (2005). Tourism highlights, 2005 Edition. Madrid: World Tourism Organization.
3. UNWTO. (2014). Tourism highlights, 2014 Edition. Madrid: World Tourism Organization.
4. UNWTO. (2013). Tourism highlights, 2013 Edition. Madrid: World Tourism Organization.
5. UNWTO. (2012). Tourism highlights, 2012 Edition. Madrid: World Tourism Organization.
6. UNWTO. (2011). Tourism highlights, 2011 Edition. Madrid: World Tourism Organization.
7. UNWTO. (2010). Tourism highlights, 2010 Edition. Madrid: World Tourism Organization.
8. WTM. (2012). WTM Global trends report. In the global event “World Travel Market”, 5-8 November 2012, London.
9. China Outbound Tourism in 2015. TravelChinaGuide.com. Retrieved June 4, 2016, from www.travelchinaguide.com/tourism/2015statistics/outbound.htm.
10. BMI. (2011). Emerging outbound markets. Business Monitor International, October 2011. Retrieved June 4, 2016, from www.businessmonitor.com/.
11. Nessel K. (2013). Chinese tourists as an opportunity for the European tourism industry. In M. Bednarczyk, E. Wszendybył-Skulska (eds.), Management of tourism in crises. Education and brand (pp. 67-83). Warszawa: CeDe-Wu. [in Polish]
12. Central Statistical Office. (2015). Tourist accommodation. December 2015. Retrieved June 4, 2016, from http://stat.gov.pl/obszary-tematyczne/kultura-turystyka-sport/turystyka/turysci-w-bazie-noclegowej-grudzien-2015-r-,5,41.html. [in Polish]
13. Amonhaemanon D., Amornhaymanon L. (2015). Mainland Chinese tourist behavior and motivations: Evidence from two destinations in Southern Thailand. Proceedings of 12th Asian Business Research Conference, 8-9 October 2015, Novotel Hotel Bangkok on Siam Square, Bangkok, Thailand.
14. Davies R. (2003). Branding Asian tourist destinations - A Series. Retrieved May 12, 2004, from www.asiamarketresearch.com/columns/tourism-branding.htm.
15. Henkel R., Henkel P., Agrusa W., Agrusa J., Tanner J. (2006). Thailand as a tourist destination: Perceptions of international visitors and Thai residents. Asia Pacific Journal of Tourism Research 11(3), 269-287.
16. Tapachai N., Waryszak R. (2000). An examination of the role of beneficial image in tourist destination selection. Journal of Travel Research 39(1), 37-44.
17. Walas B., Chichooska A., Buczak T., Zientalska D., Malazek M., Celuch K. (2011). Marketing strategy of Poland in tourism for 2012-2020. Warszawa: Polska Organizacja Turystyczna. [in Polish]
18. Borkowski K., Grabiński T., Seweryn R., Wilkońska A., Mazanek L., Grabińska E. (2015). Tourism in Cracow in 2015. Kraków: Małopolska Organizacja Turystyczna. [in Polish]
19. BCG. (2011). Taking off. Travel and tourism in China and beyond. Boston Consulting Group, Boston, March 2011, Retrieved January 4, 2013, from www.bcg.com/documents/file74525.pdf.
20. Latham K. (2011). How the rise of Chinese tourism will change the face of the European Travel Industry. School of Oriental and African Studies, University of London. Retrieved January 4, 2013, from www.citsmice.net/other-reports/07_HiltonSOASBluePaperEnglish.pdf.
