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The adaptation strategies of the cruise lines to the Chinese tourists

Veronique Mondou ; University of Angers,UMR ESO, Angers, France
Benjamin Taunay ; University of Angers, UMR ESO, Angers, France

Puni tekst: engleski pdf 186 Kb

str. 43-54

preuzimanja: 1.677



The cruise industry is growing internationally at an unprecedented rate and is a holiday tyoe that has now extended to Asia and China. China now represents a market barely significant in terms of market share, but is considered extremely promising in the future as sea cruises come into reach to Chinese tourists. The objective of this paper is to analyze the conditions of implementation of the companies serving China and to understand the strategies used to win customers in China. Three main points will be analyzed: the state of the market, the position and actions of the central and local governments in China, and finally, the adjustments made by the companies to attract a clientele for whom the product was unknown until a few years ago.

Ključne riječi

implementation strategies; government policy; emerging market; Chinese tourists practices

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