Chinese Tourists in Cracow, Poland: Their Profile, Expectations, and Perceptions

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.