CHINESE TOURISTS IN SLOVENIA AND MONTENEGRO

CHINESE TOURISTS IN SLOVENIA AND MONTENEGRO: PREFERENCES, CHARACTERISTICS AND TRIP MOTIVATION

Authors: Assi. Prof. Andrej Raspor Prof. Darko Lacmanović Assi. Prof. Ana Stranjančević and Assi. Prof. Iva Bulatović

Nova Gorica, Ljubljana, Podgorica 2016


CHINESE TOURISTS IN SLOVENIA AND MONTENEGRO: PREFERENCES, CHARACTERISTICS AND TRIP MOTIVATION / Andrej Raspor, Darko Lacmanović, Ana Stranjančević and Iva Bulatović

Reviewer: Assistant prof. Matevž Rašković, PhD Associate prof. Sanja Vlahović, PhD

Research partly supported by the Ministry of Science of Montenegro and the Ministry of Education, Science and Sport of the Republic of Slovenia.

Published by VEGA PRESS LTD No. 3 12 Grand Parade, Green Lanes, London N4 1JX

© 2016 Vega Press LTD All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording except as permitted by Vega Press LTD. British Library Cataloguing in Publication Data. A catalogue record for this book is available from the British Library. Cover photo: © torwaiphoto / Adobe Stock Printed and bound by: Grafika Gracer d. o. o. ISBN: 978-1-909736-09-2 © All rights reserved. Using the data without citing sources is not allowed.

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INDEX OF CONTENT PREFACE........................................................................................................ 9 INTRODUCTION........................................................................................ 11 1

CHINESE OUTBOUND TOURISM – MAIN CHARACTERISTICS.13

2

CHINESE OUTBOUND TOURISM IN SLOVENIA AND MONTENEGRO................................................................................... 21

2.1

GENERAL INFORMATION.................................................................... 21

2.2 SLOVENIA.................................................................................................. 24 2.3 MONTENEGRO......................................................................................... 28 3

SURVEY REPORT............................................................................... 31

3.1

METHODOLOGY AND SAMPLE......................................................... 31

3.2 RESULTS...................................................................................................... 36 3.2.1

PREVIOUS EXPERIENCES OF CHINESE TOURISTS IN TRAVELING ABROAD.............................................................................................................36

3.2.2

CHINESE TOURISTS’ PERCEPTIONS AND PREFERENCES IN SLOVENIA AND MONTENEGRO................................................................41

4

MAIN CONCLUSIONS....................................................................... 69

5

MANAGERIAL IMPLICATIONS AND RECOMMENDATIONS...... 73

6

LIMITATIONS OF THE STUDY AND FUTURE RESEARCH DIRECTIONS....................................................................................... 77

6.1

LIMITATIONS OF THE STUDY............................................................. 77

6.2

FUTURE RESEARCH DIRECTIONS..................................................... 77

7 REFERENCES...................................................................................... 79 8 APPENDIX........................................................................................... 81

© All rights reserved. Using the data without citing sources is not allowed.

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AUTHORS.................................................................................................... 91 Andrej Raspor ........................................................................................................ 91 Darko Lacmanović................................................................................................. 92 Ana Stranjančević.................................................................................................. 93 Iva Bulatović............................................................................................................ 94 INSTITUTIONAL AFFILIATIONS OF AUTHORS................................... 95


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INDEX OF TABLES Table 1: Ten most visited countries (in millions of tourists)............................................21 Table 2: Income from tourism by country (in billions USD)...........................................22 Table 3: Tourists’ consumption by the country of origin (in billions USD)...................22 Table 4: Number of arrivals and accommodations of foreign tourists in Slovenia between 2005 and 2015 ..................................................................................................25 Table 5: Chinese tourists’ arrivals and accommodations in Montenegro in 2014 and 2015............................................................................................................................28 Table 6: The distribution of Chinese tourists in Montenegro by the month of arrival between 2014 and 2015...................................................................................................29 Table 7: Gender of respondents............................................................................................32 Table 8: The respondents’ current employment status......................................................33 Table 9: Respondents’ place of origin in PR China............................................................34 Table 10: Rural or urban place of origin..............................................................................35 Table 11: Respondents’ yearly income.................................................................................35 Table 12: Experiences regarding travelling abroad (outside PR China)..........................36 Table 13: Past travel experiences regarding the country of destination..........................37 Table 14: Number of previous visits to Europe...................................................................38 Table 15: The countries visited while in Europe.................................................................39 Table 16: The countries of former Yugoslavia visited while in Europe............................40 Table 17: Sources of information in pre-planning trip period.........................................42 Table 18: Length of stay in Slovenia/Montenegro..............................................................43 Table 19: Places visited in Slovenia......................................................................................43 Table 20: Places visited in Montenegro................................................................................44 Table 21: Prefered elements of the tourist product: Slovenia/Montenegro....................45 Table 22: Revisit intention in Slovenia/Montenegro..........................................................46 Table 23: Visit Slovenia/Montenegro again - average........................................................47 Table 24: Form of visit to Slovenia/Montenegro in the future.........................................47 Table 25: Countries of Former Yugoslavia included in trip..............................................48 Table 26: Countries of former Yugoslavia included in trip...............................................49 Table 27: Length of Chinese tourists’ stay in Slovenia and/or Montenegro/other


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former YU and European Countries.............................................................................51 Table 28: Length of Chinese tourists’ stay in Slovenia and/or Montenegro– mean values/other former YU and European Countries......................................................52 Table 29: Most appropriate period to travel........................................................................53 Table 30: Sources of information in planning trip period................................................54 Table 31: Time spent searching and booking last trip.......................................................55 Table 32: Use of mobile apps while booking.......................................................................56 Table 33: Preferences in creating a personalized trip........................................................57 Table 34: Use web pages.........................................................................................................58 Table 35: Travel preferences..................................................................................................60 Table 36: Desirable travel.......................................................................................................60 Table 37: Decision-making proces about hotel accomodation........................................61 Table 38: Important influences in decision-making proces about holiday.....................62 Table 39: Choice of accompanying traveller.......................................................................62 Table 40: Organization of travel...........................................................................................64 Table 41: Way of travel...........................................................................................................65 Table 42: Travel motives........................................................................................................66 Table 43: Factors in choosing a tourist destination............................................................67 Table 44: Type of accommodation.......................................................................................68


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INDEX OF FIGURES Figure 1: Border crossings from Mainland China in millions 2000-2016......................23 Figure 2: The distribution of Chinese tourists in Slovenia by the month of arrival between 2005 and 2015...................................................................................................27 Figure 3: The distribution of Chinese tourists in Montenegro by the month of arrival between 2014 and 2015...................................................................................................30 Figure 4: The respondents’ birth year..................................................................................32 Figure 5: Length of stay in Slovenia/Montenegro..............................................................50 Figure 6: Most appropriate period for travel......................................................................52 Figure 7: Web pages as sources of information..................................................................59


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PREFACE This book has been compiled by several authors1 working on the topic of Chinese outbound tourism, in an attempt to provide at least some answers regarding the phenomena of Chinese tourists in Slovenia and Montenegro. It is the result of a bilateral project in the framework of the scientific-technological cooperation between the Government of Montenegro and the Republic of Slovenia, specifically the Faculty of Tourism at the Mediterranean University in Montenegro, the School of Advanced Social Studies in Slovenia and CEATM Ltd2, that took place in 2014 and 2015. The main purpose of the collaboration was to investigate the basic characteristics of the Chinese tourists visiting both countries and to conduct a comparison in order to form recommendations on how to market these destinations more efficiently. It is thus our hope that the book will provide a vantage point for future research on the topic and will be in this regard of use for academics as well as practitioners in the field of tourism marketing and tourism planning. The authors wish to express their gratitude to the distinguished reviewers whose recommendations were useful in improving the quality of this book. Last but not least, the authors wish to thank the Ministry of Science of Montenegro and the Ministry of Education, Science and Sport of the Republic of Slovenia, and the National Tourism Organization Montenegro for providing financial support to the bilateral research project, including the publication of this book. Authors

1 The authors have been presented on page page 91. 2 The autor’s affiliated institutions have been presented on page page 95. © All rights reserved. Using the data without citing sources is not allowed.

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INTRODUCTION According to the United Nations World Tourism Organization annual report (UNWTO, 2015) the tourism sector has experienced continuing expansion over the past half century, thus becoming one of the most important and fastest-growing economic sectors in the world. According to the COTRI Market Report (COTRI, 2016), in the early stages of Chinese outbound tourism Europe was not really understood as consisting of several countries and cultures, but was rather seen as a single entity. Package tours would typically contain ‘must see’ places in as many countries as possible. However, in the recent years there is a growing trend of discovering European diversity, especially among the growing numbers of independent travellers. The Chinese tourists’ preferences are changing, too; they increasingly opt for fewer countries and choose to stay there for a longer period of time than in the past. Especially retired and senior travellers enjoy longer stays in lesser-known territories (ibid.). How can two small but tourism-wise well-developed countries compete with regard to attracting Chinese tourists? The review of statistical data in Montenegro and Slovenia has shown a positive trend in the growth of Chinese arrivals, albeit somewhat slow in comparison to some other countries and regions. It has also shown a substantial decrease in the average length of stay in these two countries, which should alarm tourism planners as well as tourism providers. Why is the length of stay getting shorter each year and which regions are taking this share? What are the preferences among Chinese tourists visiting Slovenia or Montenegro and what are their attitudes regarding these destinations? All this remains unknown due to lack of any research in this area. The subject of this publication is the presentation and analysis of the results of the research into the attitudes of Chinese tourists regarding tourism in Slovenia and Montenegro. It is the first such research including countries of former Yugoslavia. The results have been studied carefully on the basis of the present knowledge about the behavior of Chinese tourists visiting Europe as well as on the basis of the latest and highly relevant literature. The study offers some findings and recommendations which are important for destination management in Slovenia and Montenegro, particularly with regard to the implementation of adequate marketing decisions. While collecting and processing relevant facts, phenomena and processes of importance to the subject of work, and interpreting the research results several scientific methods were used.


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The collected data were analyzed with Statistic Package for Social Science (SPSS) software v. 2.2. The book consists of six chapters, an introduction, references, appendix, and a note about the authors and their affiliations. The introduction describes the subject and purpose of this book. The first chapter brings an overview of relevant research results regarding the main characteristics of Chinese outbound tourism. The second and third chapter examine general statistical data about Chinese outbound tourism in Slovenia and Montenegro and survey Chinese tourists’ attitude to the tourist products in Slovenia and Montenegro. The fourth and fifth chapter use the findings from previous chapters to draw several conclusions, discuss managerial implications and offer recommendations regarding destination management in Slovenia and Montenegro. Chapter sixth explains the limitations of the study and suggests future research directions. The book will, no doubt, contribute to a better understanding of this remote and fast growing market and provide a reliable starting point for further research.


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1 CHINESE OUTBOUND TOURISM – MAIN CHARACTERISTICS With regard to tourism industry the role of the People’s Republic of China (PRC) has became increasingly influential over the last decade; apart from becoming one of the world’s most popular destinations (4th in arrivals in 2014) it is also the world’s top tourism source market with growing expenditure abroad (UNWTO, 2015). If the number of outbound Chinese tourists in 2008 was just over 20 million, this number increased to 133 in 2015 (Arlt, 2016 in: Bofulin, Raspor, Stranjančević, Bulatović, & Lacmanović, 2016). The projection of outbound Chinese travel by EU SME Centre indicates an annual growth rate of 15% in the next few years (EU SME Centre, 2015). There has also been an exceptional increase in the amount of money Chinese tourists spend abroad – in 2014 they spent a record of USD 164.9 billion (UNWTO, 2015). World Travel & Tourism Council forecasts a growth rate of Chinese expenditure on outbound travel at 6.7 % by 2020 (World Travel & Tourism Council, 2015). Chinese outbound travellers spent USD 229 billion on retail purchases in 2015 (with average spending at USD 1,678 per trip), and will spend USD 422 billion in 2020 with approximately 234 million outbound travellers (Fung Business Intelligence Centre Global Retail & Technology, 2015). Goldman Sachs, likewise, project 220 million Chinese overseas travellers but in 2025, including 22.5 million travellers who will travel to Europe (The Goldman Sachs Group, Inc., 2015). Another projection predicts a 5.1% average annual growth rate of Chinese outbound tourism regarding the period 2013 - 2023, with outbound travel spending nearly USD 30 billion in Western and near USD 10 billion in Emerging Europe by 2023, which will be possible due to the estimated 61 million households earning more than USD 35,000 per year (Tourism Economics An Oxford Economics Company, 2015). These data point to several important processes within PRC as well as globally; the growing middle class in China and the complex relationship between modernity and consumption, the emergence of tourism as one of the leading economic sectors in the world, the effects of economic crisis on the global economic restructuring etc. In this regard there is a growing pressure to tap on these flows and processes, especially in the countries that have been hit hard by the recent economic crisis. The research on Chinese outbound tourism is a very recent endeavor; its beginnings can be traced back to late 1990s where researchers began to focus on the reasons for increased outbound tourism movements in PRC (Bofulin, Raspor, Stranjančević, Bulatović, & Lacmanović, 2016). Among the most important reasons these studies © All rights reserved. Using the data without citing sources is not allowed.

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identified the growing personal and household income and the reduction in the number of government regulations concerning Chinese citizens’ mobility (Li, Lai, Harill, Kline, & Wang, 2011) in: (Bofulin, Raspor, Stranjančević, Bulatović, & Lacmanović, 2016). This line of inquiry was followed in the research on various aspects of Chinese tourists’ behavior and motivations (Kim, Guo, & Agrusa, Preference and positioning analyses of overseas destinations by mainland Chinese outbound pleasure tourists, 2005); (Sparks & Pan, 2009); in: (Bofulin, Raspor, Stranjančević, Bulatović, & Lacmanović, 2016). Interestingly, S.Huang, et al. (Huang, Keating, Kriz, & Heung, 2015 in: (Bofulin, Raspor, Stranjančević, Bulatović, & Lacmanović, 2016) suggested that Chinese outbound tourists do not seem to have contrasting motivations when travelling abroad in comparison to Western tourists. This point certainly deserves more attention and also attests to the need of more comparative research on travel motivations. This comparative approach should also be taken among various groups within Chinese cultural milieu. It is all too common that research lumps together groups that may have very different characteristics based on the location of origin, class, age or professional affiliation. As a study by S. S. Kim, et al. (Kim, Wan, & Pan, 2015 in: Bofulin, Raspor, Stranjančević, Bulatović, & Lacmanović, 2016) suggests tourists from PRC may exhibit different behavioral characteristics as tourists from Taiwan. However, one should be careful not to fall into the trap of finding a cultural explanation for every type of behavior associated with the Chinese as was previously done in the case of capitalism in PRC or Chinese migrants’ economic ties (for the critique of the literature on cultural explanations regarding the development of capitalism in China, see A. Dirlik (Dirlik, 1997 in: Bofulin, Raspor, Stranjančević, Bulatović, & Lacmanović, 2016). Also, as scholars have noted, a large part of the research in tourism has a clear Western bias and does not examine tourist phenomena in the context of other important social processes, such as globalization, geopolitics or economic restructuring. Thus, the future research on Chinese outbound tourism should take this into consideration and move past the simplistic cultural explanations of Chinese tourists’ travel motivations and behaviors (Bofulin, Raspor, Stranjančević, Bulatović, & Lacmanović, 2016). Research attention has been focusing increasingly on profiling Chinese outbound tourism in order to find the best way how to fit tourist products, especially for European countries.


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2 CHINESE OUTBOUND TOURISM IN SLOVENIA AND MONTENEGRO 2.1 GENERAL INFORMATION China has a prominent role in today’s tourism industry. Using the traffic light rating system3, the tables below illustrate China’s leading role in supplying tourists to the world’s top tourist destinations, not only in the number of tourists visiting the countries below but also in the income generated by tourism industries (Tables 1 and 2). Table 1: Ten most visited countries (in millions of tourists)4 Country

2000

The world

2005

2010

2011

2012

2013

2014

2015

674.0

797.0

939.0

983.0

1,035.0

1,087.0

1,133.0

1,186.0

France

77.2

75.0

77.1

79.5

83.0

85.0

83.7

84.5

USA

51.2

49.2

59.8

62.3

66.7

69.8

74.8

77.5

Spain

46.4

55.9

52.7

56.7

57.5

60.7

65.0

68.2

China

31.2

46.8

55.7

57.6

57.7

55.7

55.6

56.9

Italy

41.2

36.5

43.6

46.1

46.4

47.7

48.6

50.7

9.6

20.3

27.0

29.3

35.7

37.8

39.8

39.5

Germany

19.0

21.5

26.9

28.4

30.4

30.4

33.0

35.0

United Kingdom

23.2

28.0

28.3

29.2

30.4

31.2

32.6

34.4

Russian Federation

19.9

20.3

20.6

22.7

25.7

28.4

29.8

32.1

Mexico

20.6

21.9

23.3

23.4

24.2

29.3

31.3

Turkey

Source: (UNWTO, 2015)5

3 A traffic light rating system is a system for indicating the status of a variable using the red, yellow or green colour to indicate the positive or negative dynamics of a particular variable. 4 We use graphical indication where darker color indicates higher value. 5 UNWTO uses separate categories for tourists from PR China, tourists from SAR Macao, tourists from SAR Hong Kong and tourists from Republic of China (Taiwan). © All rights reserved. Using the data without citing sources is not allowed.

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Table 2: Income from tourism by country (in billions USD) Country

2000

The world

2005

2010

2011

2012

2013

2014

2015

475.0

680.0

930.0

1,042.0

1,075.0

1.197.0

1,309.0

1,260.0

USA

82.9

82.2

103.5

116.1

126.2

172.9

177.2

204.5

China

16.2

29.3

45.8

48.5

50.7

51.7

105.4

114.1

Spain

30.0

48.0

52.5

59.9

55.3

62.6

65.1

56.5

France

30.0

44.0

46.9

54.5

53.6

56.7

58.1

45.9

United Kingdom

21.9

30.7

32.4

35.1

36.2

41.0

46.5

45.5

7.7

9.6

20.1

27.2

33.8

41.8

38.4

44.6

Italy

27.5

35.4

38.8

43.0

41.2

43.9

45.5

39.4

Germany

18.7

29.2

34.7

38.9

38.1

41.3

43.3

36.9

Hong Kong (China)

5.9

10.3

22.2

27.7

33.1

38.9

38.4

36.2

Macao (China)

3.2

7.6

27.8

38.5

43.7

51.8

42.6

31.3

Thailand

Source: (UNWTO, 2015) Even more striking is the growth of Chinese tourists’ expenditure abroad (Table 3). If they ‘only’ spent 13 billion USD in 2000, their consumption increased to 164.9 billion in 2014, and it is forecast to reach more than 200 billion USD in 20156, which makes China the fastest growing market among the ten largest tourism spenders by far. Table 3: Tourists’ consumption by the country of origin (in billions USD) Country

2000

The world

2005

2010

2011

2012

2013

2014

2015

475.0

680.0

930.0

1,042.0

1,075.0

1,236.0

1,309.0

1,260.0

China

13.1

21.8

54.9

72.6

102.0

128.6

234.7

292.2

USA

65.4

69.9

75.5

78.7

83.5

104.1

105.5

112.9

Germany

53.0

74.4

78.1

85.9

81.3

91.4

93.3

77.5

United Kingdom

38.4

59.6

50.0

51.0

51.3

62.7

62.6

63.3

France

22.6

31.8

39.0

41.1

39.1

42.9

48.7

38.4

8.8

17.3

26.6

32.5

42.8

63.6

50.4

34.9

12.4

18.1

29.6

33.3

35.0

36.2

33.8

29.4

7.1

15.4

18.8

19.9

20.6

21.6

23.2

25.0

15.7

22.4

27.1

28.7

26.4

27.0

28.8

24.4

6.4

11.3

22.2

26.7

28.0

28.6

26.4

23.5

Russian Federation Canada Korea Italy Australia

Source: (UNWTO, 2015) 6 http://blogs.wsj.com/chinarealtime/2015/09/29/chinese-tourists-will-spend-229-billion-abroad-in-2015/ © All rights reserved. Using the data without citing sources is not allowed.

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Table 4: Number of arrivals and accommodations of foreign tourists in Slovenia between 2005 and 20157 Foreign tourists

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

Chinese tourists

Chinese tourists’ share

Chinese Chinese Foreign Chinese tourists base tourists base tourists tourists share index index 2005 nights nights 2005

Arrivals

1,555,000

1,754

0.113%

1.00

1.00

Accommodations

4,399,000

3,862

0.088%

1.00

1.00

Arrivals

1,617,000

2,615

0.162%

1.49

1.43

Accommodations

4,489,000

4,874

0.109%

1.26

1.24

Arrivals

1,751,332

3,503

0.200%

2.00

1.77

Accommodations

4,867,900

8,514

0.175%

2.20

1.99

Arrivals

1,957,691

4,887

0.250%

2.79

2.21

Accommodations

5,351,282

10,090

0.189%

2.61

2.15

Arrivals

1,823,931

5,627

0.309%

3.21

2.74

Accommodations

4,936,293

11,230

0.227%

2.91

2.59

Arrivals

1,869,106

8,205

0.439%

4.68

3.89

Accommodations

4,997,031

15,348

0.307%

3.97

3.50

Arrivals

2,036,652

11,050

0.543%

6.30

4.81

Accommodations

5,463,931

21,785

0.399%

5.64

4.54

Arrivals

2,120,763

15,208

0.717%

8.67

6.36

Accommodations

5,676,273

23,411

0.412%

6.06

4.70

Arrivals

2,258,570

19,801

0.877%

11.29

7.77

Accommodations

5,962,251

29,321

0.492%

7.59

5.60

Arrivals

2,410,824

23,827

0.988%

13.58

8.76

Accommodations

6,090,409

35,915

0.590%

9.30

6.72

Arrivals

2,620,471

37,234

1.421%

10.63

12.60

Accommodations

6,370,264

53,617

0.842%

6.30

9.59

2.83

2.20

2.78

1.86

2.78

2.43

2.73

2.06

2.71

2.00

2.67

1.87

2.68

1.97

2.68

1.54

2.64

1.48

2.53

1.51

2.43

1.44

Source: (Statistični urad Republike Slovenije, SURS, 2016)

7 Arrivals of tourists to an accommodation facility are defined as the number of persons arriving to the accommodation facility and checking-in. Arrivals include all persons irrespective of their age (including children whose accommodation is free of charge). Accommodations denote every night which a tourist actually spends at an accommodation facility (overnight or shorter) or if only checked-in (a person’s physical presence is not necessary) (Statistični urad Republike Slovenije, SURS, 2016) © All rights reserved. Using the data without citing sources is not allowed.

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The above data also show the average length of Chinese tourists’ stay in Slovenia. In 2005 Chinese tourists stayed for 2.20 nights on average, which shortened in the subsequent years down to less than a day and a half (1.44) in 2015. This trend should raise some concern among tourism planners and stakeholders as it may reflect the decrease in the attractiveness of the destination. Although it is true that Chinese tourists prefer tours involving multiple countries, this trend nonetheless points to possible inadequacies regarding the tourism offer for Chinese guests in Slovenia. Most Chinese tourists come to Slovenia in the summer months but the most popular months vary from one year to another (Figure 2). In 2014 the most visited month was August, followed by September, July, October and June. In August 2014, 14% of all accommodations of Chinese tourists in that year were realized. In 2015 though, the most visited month was September (15.6 % of all Chinese arrivals that year), followed by June, July, May and October. The least visited month is in both cases January.


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Source: (Statistični urad Republike Slovenije, SURS, 2016)

Figure 2: The distribution of Chinese tourists in Slovenia by the month of arrival between 2005 and 2015


2.3 MONTENEGRO The Statistical Office of Montenegro (MONSTAT) has been collating information on Chinese tourists since 2014 (Table 5). Data on the years prior to 2014 are not available (the information on Chinese tourists were collated under the category ‘Other’). Therefore the direct comparison with Slovenia is only possible for the last two years. Similarly to SURS, MONSTAT also uses categories of ‘China’ or ‘Chinese’ to denote inhabitants of the PR China and the Republic of China (Taiwan) as well as SAR’s Hong Kong and Macao. Table 5: Chinese tourists’ arrivals and accommodations in Montenegro in 2014 and 2015

Foreign tourists

2010 2011 2012 2013 2014 2015

Chinese Foreign Chinese Chinese tourists Chinese Chinese tourists base base tourists tourists touristsshare index 2014 share index tourists nights nights 2014

Arrivals

1,087,794

Accommodations

6,977,860

Arrivals

1,201,099

Accommodations

7,818,803

Arrivals

1,264,163

Accommodations

8,143,007

Arrivals

1,324,403

Accommodations

8,414,215

6.41 6.51 6.44

Arrivals

1,350,297

7,932

0.59%

Accommodations

8,596,656

14,432

0.17%

Arrivals

1,559,924

13,362

0.86%

1.68

1.45

Accommodations 10,307,371

18,170

0.18%

1.25

1.05

6.35 6.36

1.82

6.60

1.36

Source: (Zavod za statistiku Crne Gore, MONSTAT, 2016) The total number of Chinese tourists’ arrivals in 2014 was 7,932, which represents 0.59 % of the total foreign tourists’ arrivals. Looking at the overnight stays, Chinese tourists realized 14,432 overnight stays or 0.17% of the total foreign tourist overnight stays in Montenegro. The average length of stay was 1.82 days, far below the total foreign tourists’ stay of 6.36 days in 2014. Based on these data, Montenegro is still heavily characterized by the coastal tourism of long summer vacations. In this regard, the Chinese are not


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3 SURVEY REPORT 3.1 METHODOLOGY AND SAMPLE For the purpose of this scientific research, empirical survey was conducted (questionnaire) both in Slovenia and Montenegro. The research was conducted in the period between January 2014 and November 2015. The data collected were analyzed with the Statistic Package for Social Science software v. 2.2. The questionnaires were filled in by Chinese tourists approached at hotels, restaurants, bars, in the streets etc. in several towns in Slovenia and Montenegro. A questionnaire containing 36 closed questions was prepared. When we asked Chinese tourists their opinion we used the Likert’s scale scaling method, measuring either positive or negative response. Respondents used values from 1 (the most negative answer) to 5 (the most positive answer). Descriptive statistical analysis was used. In some sections we calculated mean values with the aim to simplify the survey results and to make it easy for readers who are not familiar with tourism industry and science. For the purpose of our study we are going to present selected results. The full questionnaire can be found in the Appendix. For the purpose of the research, the questionnaire was translated into English and Chinese. The next table illustrates the respondents’ gender and status structure, the structure according to their geographical location within China, the type of area where they live as well as the structure based on their annual income.


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The total number (Table 7) of respondents was 231, of whom 98 were approached in Slovenia and 133 in Montenegro. The number of responses varies – depending on the question which was taken into consideration during the subsequent analysis. Table 7: Gender of respondents Chinese tourists in Chinese tourists in Slovenia Montenegro

Q31 – Gender Count Male

55

69

124

% within Q31 - Gender

44.4%

55.6%

100%

% within Slovenia or Montenegro

56.1%

51.9%

53.7%

43

64

107


40.2%

59.8%

100%


43.9%

48.1%

46.3%

98

133

231


42.4%

57.6%

100%


100%

100%

100%

Count Female

Count Total

Total

According to the respondents’ gender structure, there is a slightly smaller share of female respondents, 46.3%, compared to the larger share of male respondents, 53.7%. With the question ‘Q32 - Year of Birth’ we found the age of the respondents. The oldest was born in 1940 (75 years old) and the youngest in 1990 (25 years old) (Figure 4). The average age of Chinese tourists who responded to our questionnaire was 38 and a half years. Figure 4: The respondents’ birth year


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The majority (Table 8) of respondents were employed (84.7%), followed by retired tourists (9.2%), unemployed ones (2.6%), students (0.9%) and others (2.6%). Table 8: The respondents’ current employment status Q33 – Status Count % within Q33 – Status % within Slovenia or Montenegro Count Employed % within Q33 – Status % within Slovenia or Montenegro Count Retired % within Q33 – Status % within Slovenia or Montenegro Count Unemployed % within Q33 – Status % within Slovenia or Montenegro Count Other % within Q33 – Status % within Slovenia or Montenegro Count Total % within Q33 – Status % within Slovenia or Montenegro Student

Chinese tourists in Chinese tourists in Slovenia Montenegro 0 2 0.0% 100.0% 0.0% 1.6% 86 108 44.3% 55.7% 86.0% 83.7% 3 18 14.3% 85.7% 3.0% 14.0% 6 0 100.0% 0.0% 6.0% 0.0% 5 1 83.3% 16.7% 5.0% 0.8% 100 129 43.7% 56.3% 100% 100%


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Total 2 100% 0.9% 194 100% 84.7% 21 100% 9.2% 6 100% 2.6% 6 100% 2.6% 229 100% 100%


They originated mostly from (Table 9) East China (18.3%), Northeast China (17.9%); then from South Central China (13.1 %), Northwest China (10.9%), North China (7.9%), Southwest China (7.4%), and other parts (24.5%). Table 9: Respondents’ place of origin in PR China Q34 - Which part of China do you live in? Count East % within Q34 - In which part of China do you live? China % within Slovenia or Montenegro Count

North % within Q34 - In which part of China do you live? China % within Slovenia or Montenegro Count

NE % within Q34 - In which part of China do you live? China % within Slovenia or Montenegro Count

NW % within Q34 - In which part of China do you live? China % within Slovenia or Montenegro

Chinese tourists Chinese tourists in Slovenia in Montenegro

Total

23

19

42

54.8%

45.2%

100%

23.0%

14.7%

18.3%

8

10

18

44.4%

55.6%

100%

8.0%

7.8%

7.9%

3

38

41

7.3%

92.7%

100%

3.0%

29.5%

17.9%

0

25

25

0.0%

100.0%

100%

0.0%

19.4%

10.9%

Count South Central % within Q34 - In which part of China do you live? China % within Slovenia or Montenegro

11

19

30

36.7%

63.3%

100%

11.0%

14.7%

13.1%

Count SW % within Q34 - In which part of China do you live? China % within Slovenia or Montenegro

3

14

17

17.6%

82.4%

100%

3.0%

10.9%

7.4%

Count

52

4

56

92.9%

7.1%

100%

52.0%

3.1%

24.5%

100

129

229

% within Q34 - In which part of China do you live?

43.7%

56.3%

100%


100%

100%

100%

Other % within Q34 - In which part of China do you live? % within Slovenia or Montenegro Count Total


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7 REFERENCES Andreu, R., Claver, E., & Quer, D. (2014). Destination Attributes and Chinese Outbond Tourism to Europe. Journal of China Tourism Research, 10(3), pp. 275-291. Arlt, W. G. (2016). China Information Day Conference. Budapest. Assiouras, I., Skourtis, G., Koniordos, M., & Giannopoulos, A. A. (2015). Segmenting East Asian Tourists to Greece by Travel Moitivation. Asia Pacific Journal of Tourism Research, 20(12), pp. 1389-1410. Bofulin, M., Raspor, A., Stranjančević, A., Bulatović, I., & Lacmanović, D. (2016). SMALL DESTINATIONS IN LARGE TOURISM MARKET: THE ANALYSIS OF WESTERN BALKAN COUNTRIES AND THE CHINESE OUTBOUND TOURISM. The VIII International Scientific Conference »The role and effectiveness of investments in the integration process of the Balkan societies after Stabilisation Association Agreement (pp. 130-143). Ulcinj: Institut for scientific research and development. Retrieved 06 25, 2016, from http://www. ekonomskiinstitut.com/al/sr_RS/publikime China National Tourism Administration. (2016). Retrieved March 22, 2016, from https://www. travelchinaguide.com/ COTRI. (2016). Report of the Balkan Regional Workshop on Route and Product Development. COTRI Market Report 2015 (pp. 150-163). Budapest: COTRI. Retrieved March 22, 2016 de Sausmarez, N., Huiqing, T., & McGrath, P. (2012). Chinese Outbound Tourism to the United Kingdom: Issues for Chinese and British Tour Operators. Journal of China Tourism Research, 8(3), pp. 268-283. Dirlik, A. (1997). Critical Reflections on »Chinese Capitalism« as Paradigm. Identities, 3(3), pp. 303-330. EU SME Centre. (2015). The Tourism Market in China. Beijing: EU SME Centre. Fung Business Intelligence Centre Global Retail & Technology. (2015). Global Chinese Shoppers The $200 Billion Opportunity. New York: The Fung Group. Huang, S., Keating, B. W., Kriz, A., & Heung, V. (2015). Chinese outbound tourism: an epilogue. Journal of Travel and Tourism Marketing , 32(1-2), pp. 153-159. Kim, S. S., Guo, Y., & Agrusa, J. (2005). Preference and positioning analyses of overseas destinations by mainland Chinese outbound pleasure tourists. Journal of Travel Research, 44(2), p. 212. Kim, S. S., Wan, Y. P., & Pan, S. (2015). Mainland Chinese and Taiwanese tourists' differences in tourist attitude and behavior. Journal of Travel and Tourism Marketing, 32. Li, X. R., Lai, C., Harill, R., Kline, S., & Wang, L. (2011). When East meets West: An exploratory study on Chinese outbound tourists' travel expectations. Tourism Management, 32(4), pp. 741-749.


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CHINESE TOURISTS IN SLOVENIA AND MONTENEGRO: PREFERENCES, CHARACTERISTICS AND TRIP MOTIVATION Raspor, A., Kobal, T., & Rodič, B. (2012). Chinese tourists - are they an opportunity for the Slovene and Croatian touirst industry? Tourism and Hospitality Management, 18(1), pp. 111-125. Sparks, B., & Pan, G. W. (2009). Chinese outbound tourists: Understanding their attitudes, constraints and use of information sources. Tourism Management, 30(4), pp. 483-494. Statistični urad Republike Slovenije, SURS. (2016). Retrieved March 22, 2016, from http://www. stat.si/statweb Suomi, R., Hongxiu, L., & Wang, P. (2014). Profiling Chinese outbound tourist: an empirical survey in China. Turku School of Economics University of Turku , Department of Management and Entrepreneurship. Helsinki: Finnish Tourist Board. The Goldman Sachs Group, Inc. (2015). The Asian Consumer, The Chinese Tourist Boom. New York: The Goldman Sachs Group, Inc. Tourism Economics An Oxford Economics Company. (2015). The Future of Chinese Travel The Global Chinese Travel Market. Oxford: Tourism Economics An Oxford Economics Company. Travel China Guide. (2016). China Outbound Tourism in 2015. (T. C. Guide, Ed.) Retrieved March 12, 2016, from http://www.travelchinaguide.com/tourism/2015statistics/ TUI AG und Z_punkt GmbH. (2012). New Chinese Tourists in Europe from 2017 A trend survey. Hanover and Cologne: TUI AG - TUI Think Tank Z_punk GmbH The Foresight Company. UNWTO. (2015). Tourism Highlights Edition 2015. Madrid: World Tourism Organization. World Tourism Cities Federation and Ipsos China. (2014). Market Research Report on Chinese Outbound Tourist (City) Consumption. Beijing: World Tourism Cities Federation and Ipsos China. World Tourism Organization and European Travel Commision. (2012). Understanding Chinese Outbound Tourism - What the Chinese Blogosphere is Saying about Europe . Madrid, Spain: World Tourism Organization and European Travel Commision. World Travel & Tourism Council. (2015). Travel & Tourism Economic Impact 2015 China. London: World Travel & Tourism Council. Xiaoxiao, F., Liping, C., & Xinran, L. (2015). A Confucian Analysis of Chinese Tourists' Motivations. Journal of Travel & Tourism Marketing, 32(3), pp. 180-198. Zavod za statistiku Crne Gore, MONSTAT. (2016). Retrieved March 22, 2016, from http://www. monstat.org/cg/index.php


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8 APPENDIX Q1 - Have you ever been abroad (outside Mainland China) before? 您已经出国了吗？ 1.Yes 是

2.No否

Q2 - Have you ever been to下面的地方之间您去过 Q2a Africa 非洲 Q2b Asia 亚洲 Q2c Australia 澳洲 Q2d Europe 欧洲 Q2e North America 北美洲 Q2f South America 南美洲

1.Yes 是 1.Yes 是 1.Yes 是 1.Yes 是 1.Yes 是 1.Yes 是

2.No否 2.No否 2.No否 2.No否 2.No否 2.No否

Q3 - How many times have you been in Europe? 您几次来过欧洲？ Q3a Once 一次 Q3c Twice 两次 Q3e Three times 三次

Q3b Four times 四次 Q3d Five times 五次 Q3f More than five times 五次以上

Q4 - Where have you been in Europe? 你去过欧洲的哪些国家？ Q4a Italy 意大利 Q4c France 法国 Q4e UK 英国

Q4b Germany 德国 Q4d Spain 西班牙 Q4f Other其他

This part is connected with the countries of former Yugoslavia (Bosnia and Herzegovina, Croatia, Kosovo, Macedonia, Montenegro, Serbia, Slovenia). 下面的问题跟南斯拉夫有关系(波斯尼亚和黑塞哥维那,克罗地亚,科索沃,马其顿,黑山,塞尔维亚,斯洛文尼亚)

Q5 – Which countries of former Yugoslavia did you visit? 您去过哪个前南斯拉夫的国家 ? Q5a Slovenia 斯洛文尼亚 Q5b Croatia 克罗地亚 Q5c Kosovo 科索沃 Q5d Montenegro 黑山 Q5e Serbia 塞尔维亚 Q5f Bosnia and Herzegovina 波斯尼亚和黑塞哥维 Q5g Macedonia 马其顿

1.Yes 是 1.Yes 是 1.Yes 是 1.Yes 是 1.Yes 是 1.Yes 是 1.Yes 是


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2.No否 2.No否 2.No否 2.No否 2.No否 2.No否 2.No否

CHINESE TOURISTS IN SLOVENIA AND MONTENEGRO: PREFERENCES, CHARACTERISTICS AND TRIP MOTIVATION This part is about Slovenia (Slovenia was one of the countries of former Yugoslavia and now is a member of European Union) (以下问题跟斯洛文尼亚有关（斯洛文尼亚是前南斯拉夫成员国，现在是欧盟成员国）

Q6 – Where did you hear about Slovenia? 您从哪听说斯洛文尼亚? 通过什么渠道? Q6a TV 电视 Q6b Friends 朋友 Q6c Family and relatives 家人和亲戚 Q6d Travel brochure旅游指南 Q6e Travel agency旅行社 Q6f Booking.com,到到网…等 Q6g Social network 社交网页 Q6h Other 其它

1.Yes 是 1.Yes 是 1.Yes 是 1.Yes 是 1.Yes 是 1.Yes 是 1.Yes 是 1.Yes 是

2.No否 2.No否 2.No否 2.No否 2.No否 2.No否 2.No否 2.No否

Q7 - How many days did you stay in Montenegro? 您在黑山停留几天？ Q7a Less than two days 不到两天 Q7b Two to three days 两三天

Q7c More than three days 三天以上

Q8 - Which places did you visit?您参观了哪些地方? Q8a Podgorica 波德戈里察 Q8b NP Skadarskojezero 斯卡达尔湖国家公园 Q8c NP Biogradskagora 比奥格拉德斯卡山国家森林公园 Q8dCoastside*Kotor, Budva,Ulcin j海方科托尔,布德瓦,乌尔齐尼 Q8e NP Lovcen 洛夫岑国家公园 Q8f NP Durmitor 杜米托尔国家公园 Q8g Other 其他



Q9 - What did you like the most when you visited Montenegro (1 is I like the least, 5 is I like the most)? 在黑山您最喜欢什么 (１号真不喜欢，５号最喜欢) ? Q9a Unspoiled nature 没被污染的自然环境

1

2

3

4

5

Q9b Coastside 海边

1

2

3

4

5

Q9c Historical and cultural heritage 历史和文化传统

1

2

3

4

5

Q9d Hospitality of people 热情好客

1

2

3

4

5

Q9e Peacfuldestination 安全

1

2

3

4

5

Q9f Quality of life 生活水平质量

1

2

3

4

5

Q9g Cousine 美食

1

2

3

4

5

Q9h Environment 环境

1

2

3

4

5

Q9i Nightlife 夜生活

1

2

3

4

5

Q9j Sport and recreation 体育和娱乐

1

2

3

4

5

Q9k Hotels 宾馆

1

2

3

4

5

Q9l Spa and wellness 温泉和健康美容

1

2

3

4

5

Q9m Shopping 购物

1

2

3

4

5

Q9n Lake and mountains湖山景色

1

2

3

4

5


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CHINESE TOURISTS IN SLOVENIA AND MONTENEGRO: PREFERENCES, CHARACTERISTICS AND TRIP MOTIVATION Q10 - Do you have desire to visit Montenegro again in the future (1 is absolutely no, 5 is absolutely yes) ?

1

2

3

4

5

您将来再想游览黑山吗？(１号否５好是)

Q11 - In which form would you like to visit Montenegro in the future (1 is I like the least, 5 is I like the most) ? 您未来想以哪个方式来黑山？ (１号真不喜欢５号很喜欢) &你未来会选择哪种旅游方式来黑山? Q11a Tourist package with all other countries of Former Yugoslavia 包括全部前南斯拉夫国家的包价旅游 Q11b Tourist package with the South European / or Mediterranean countries (Croatia, Italy, France, Spain, Greece) 包括南欧国家/地中海国家（克罗地亚，意大利，法国，西班牙，希腊）的包价旅游) Q 11c As a single tourist destination 只有黑山

1

2

3

4

5

1

2

3

4

5

1

2

3

4

5


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CHINESE TOURISTS IN SLOVENIA AND MONTENEGRO: PREFERENCES, CHARACTERISTICS AND TRIP MOTIVATION This part is about Slovenia (Slovenia was one of the countries of former Yugoslavia and now is a member of European Union) (以下问题跟斯洛文尼亚有关（斯洛文尼亚是前南斯拉夫成员国，现在是欧盟成员国）

Q6 – Where did you hear about Slovenia? 您从哪听说斯洛文尼亚? 通过什么渠道? Q6a TV 电视 Q6b Friends 朋友 Q6c Family and relatives 家人和亲戚 Q6d Travel brochure 旅游指南 Q6e Travel agency 旅行社 Q6f Booking.com, 到到网…等 Q6g Social network 社交网页 Q6h Other 其它

1.Yes 是 1.Yes 是 1.Yes 是 1.Yes 是 1.Yes 是 1.Yes 是 1.Yes 是 1.Yes 是

2.No否 2.No否 2.No否 2.No否 2.No否 2.No否 2.No否 2.No否

Q7 - How many days did you stay in Slovenia? 您在斯洛文尼亚停留了几天？ Q7a Less than two days 不到两天 Q7b Two to three days 两三天

Q7c More than three days 三天以上

Q8 - Which places in Slovenia did you visit? 您参观了哪些地方? Q8a Ljubljana 卢布尔雅那 Q8bBled 布莱德 Q8cPostojna (cave) 波斯托伊纳(溶洞) Q8dMaribor 马里博尔 Q8eCoastside (Piran, Portorož, Koper) 海方皮兰，波尔托罗，科佩尔 Q8fPtuj 普图杰 Q8g Other 其它



Q9 - What did you like the most when you visited Slovenia (1 is I like the least, 5 is I like the most)? 在斯洛文尼亚您最喜欢什么(１是最不喜欢，５最不喜欢)? Q9a Unspoiled nature 自然环境没被污染

1

2

3

4

5

Q9b Coastside 海边

1

2

3

4

5

Q9c Historical and cultural heritage 历史和文化传统

1

2

3

4

5

Q9d Hospitality of people 热情好客

1

2

3

4

5

Q9e Peacful destination 安全

1

2

3

4

5

Q9f Quality of life 生活水平、生活质量

1

2

3

4

5

Q9g Cousine 美食

1

2

3

4

5

Q9h Environment 环境

1

2

3

4

5

Q9i Nightlife 夜生活

1

2

3

4

5

Q9j Sport and recreation 运动和娱乐

1

2

3

4

5

Q9k Hotels 宾馆

1

2

3

4

5

Q9l Spa and wellness 温泉和健康美容

1

2

3

4

5

Q9m Shopping 购物

1

2

3

4

5

Q9n Lake and mountains 山湖景色

1

2

3

4

5


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CHINESE TOURISTS IN SLOVENIA AND MONTENEGRO: PREFERENCES, CHARACTERISTICS AND TRIP MOTIVATION Q10 - Do you have a desire to visit Slovenia again in the future (1 is absolutely no, 5 is absolutely yes) ? 您将来还想来斯洛文尼亚旅游吗？(１、否５、是)

1

2

3

4

5

Q11 - In which form would you like to visit Slovenia in the future (1 is I like the least, 5 is I like the most) ? 你未来会选择哪种旅游方式来斯洛文尼亚? (１是最不喜欢；５是最喜欢) Q11a Tourist package with all other countries of Former Yugoslavia 所有前南斯拉夫国家的包价旅游 Q11b Tourist package with the West European (Italy, France, Germany, Austria, Switzerland) 西欧国家（意大利，法国，德国，奥地利，瑞士）的包价旅游) Q 11c As a single tourist destination 只有斯洛文尼亚

1

2

3

4

5

1

2

3

4

5

1

2

3

4

5


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CHINESE TOURISTS IN SLOVENIA AND MONTENEGRO: PREFERENCES, CHARACTERISTICS AND TRIP MOTIVATION Q 12 – Will you, as a part of your trip, visit some other country of former Yugoslavia this time? 参观其他前南斯拉夫国家也是您这次旅行的一部分吗？ 1. Yes是

2. No 否

Q13 – Which countries of former Yugoslavia will you visit? 您会参观哪些前南斯拉夫国家？ Q13a Slovenia 斯洛文尼亚 Q13b Croatia 克罗地亚 Q13c Kosovo 科索沃 Q13d Montenegro 黑山 Q13eSerbia 塞尔维亚 Q13f Bosnia and Herzegovina 波斯尼亚和黑塞哥维 Q13g Macedonia 马其顿



Q14 – How many days are you staying? 您在那里会停留多长时间？______________ This part is connected with your travel characteristics and habits. 下面问的题跟您的旅行特点和习惯有关系 Q15 - When is the most appropriate period for you to travel? 对您来说最合适的旅行时间是什么时候？对您来说几月份去旅游最合适？ You can choose one answer.（可选一项） 1. 1.January 一月 2. February 二月 3. March 三月 4. April 四月 5. May 五月 6. June 六月

7. July 七月 8. August 八月 9. September 九月 10. October 十月 11. November 十一月 12. December 十二月

Q16 - When deciding where to travel, where do you look for information? 计划旅游时，您通过什么方式找到与旅游地有关的信息 You can choose only one answer. 可选一项 1. Friends 朋友 2. Family and relatives 家庭和亲戚 3. Books and guides 旅游指南 4. Travel agency/-ies旅行社 5. Fairs or exhibitions 展览会

6.Social networks (for example Renren) 社交网络(比如人人等) 7.Television 电视 8.Booking.com, TripAdvisor etc. 9.Other: 其他(请说明):

Q17 - How much time did you spend searching for and booking your last trip? 上次计划旅游您一共花了多长时间? 1 day-3 days从1天至3天 4 days-7 days从4天至7天

7-15 days从7天至15天 16 days or more 16天以上


Page 86

CHINESE TOURISTS IN SLOVENIA AND MONTENEGRO: PREFERENCES, CHARACTERISTICS AND TRIP MOTIVATION Q18 - Have you ever used any mobile apps when booking your trip? 计划旅游您有没有使用手机软件? 1.Yes 是

2.No否

3.Not yet, but I am willing to do so for the next trip 还没有，下次计划旅游想尝试

Q19 - Do you wish to be able to create your own trip, completely personalized and according to your needs? 您是否愿意打造个完全个性化的按照您个人要求的旅游？ 1.Yes 是

2.No否

Q20 - How often do you use the following web pages when searching for travel information? 查找旅游相关的资料，您会使用: Q20a WeChat, QQ, Weibo威信，QQ，微波 Q20b Webpages of tour agencies 旅行社的网站 Q20c Daodao (TripAdvisor, Ctrip, Elong, Qunaretc) 到到网，携程，艺龙网，去哪儿网等等

1.Always总是

2.Sometimes有时候

3.Never从未

1.Always总是


3.Never从未

1.Always总是


3.Never从未

Q21 - You prefer to travel 如果您下次有旅游机会您怎么更喜欢旅游 1.To travel with tour agency跟旅行社旅游 2.Individual travel/Backpack/Self organized自由行/背包旅行

Q22 - If you had a chance, what would be your choice? 有机会的话，您选什么旅行场合? You can choose more answers.（可选多项） 1.Golf tourism;(playing on seven different fields, accommodation) 高尔夫 (在七个球场打高尔夫和住宿); 2.Tito tours (including famous war spots, accommodation, wine and food) 铁托旅游 /包括参观南斯拉夫战争最有名的地方，住宿，葡萄酒，餐 3.VIP shopping tour VIP购物旅游

Q23 - How do you choose your hotel? 您怎么选择酒店 1.By myself我自己选择了

2.By travel agency 旅行社选择了

Q24 - Do you consider other people’s (tourists, tourism experts, tour operators) important when you decide for your holidays? 您调查旅行的时候，您觉得别人(比如游客，旅行社，旅行学者) 的意见重要吗? 1.Important重要

2.Not Important不重要

Q25 - Who is usually accompanying you on your visit to a certain destination? 您通常跟谁一起旅游 You can choose one answer.（可选一项） 1. Husband or wife /partner 丈夫／妻子／男女朋友 2. Family and relatives 家庭和亲戚 3. Friends and classmates 朋友和同学 4. Coworkers 同事们

5. Business partners 合作伙伴 6. No one, I travel alone 没有别的人，我自己旅行 7. Other:其他(请说明)


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CHINESE TOURISTS IN SLOVENIA AND MONTENEGRO: PREFERENCES, CHARACTERISTICS AND TRIP MOTIVATION Q26 - How is your trip usually organized?您平常怎样组织您的旅行 You can choose more than one answer.（可选一项） 1. Travel agency organises the whole trip 旅行社组织全部旅行 2. Travel agency organises only part of the trip 旅行社组织一部分的旅游 3. Company in which I am working organises the trip工作的公司组织全部旅行

4. University institution in which I am studying organises the trip 我的大学组织旅游 5. I organize the trip for myself 我自己组织整个旅行 Other: 其他(请说明)

Q27 - How do you travel abroad? 您怎样去出境旅游You can choose one answer.（可选一项） 1. Individually 自己

2. In a group 团体旅遊

Q28 - What are the reasons for you to travel abroad (1 is the least important, 5 is the most important)? 您出境旅游的原因是什么？ Q28a Visiting relatives and family 看望家人和亲戚

1

2

3

4

5

Q28b Visiting friends 看望朋友

1

2

3

4

5

Q28c Education 教育

1

2

3

4

5

Q28d Shopping 购物

1

2

3

4

5

Q28e Honeymoon 蜜月

1

2

3

4

5

Q28f Business reasons 商业

1

2

3

4

5

Q28g Attending a conference/congress/seminar 参与会议

1

2

3

4

5

Q28h Sports and recreation 运动和娱乐

1

2

3

4

5

Q28i Diversity of culture and historical attractions 名胜古迹和文化传统

1

2

3

4

5

Q28j Wellness and spa 温泉和健康美容

1

2

3

4

5

Q28k Religious reasons 宗教

1

2

3

4

5

Q28l Well known country有名国家

1

2

3

4

5

Q28m Cuisine 美食

1

2

3

4

5

Q28n Night life and entertainment 夜生活和娱乐

1

2

3

4

5

Q28o Value for money 物有所值

1

2

3

4

5

Q28p Recommendation from family and friends 家人和朋友推荐

1

2

3

4

5

Q28r Unspoiled nature 没被污染的自然环境

1

2

3

4

5

Q29 - How much are listed travel needs important for you when choosing a destination abroad (1 is the least important, 5 is the most important)? 您选旅游目的地的时候，下面的旅游需求重要程度怎样？(1号真不重要，5号最重要) Q29a Staff speaking Chinese 工作人员说汉语

1

2

3

4

5

Q29b Chinese food 中国食品

1

2

3

4

5

Q29c Adaptation to chinese culture 中国文化的适应程度

1

2

3

4

5


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CHINESE TOURISTS IN SLOVENIA AND MONTENEGRO: PREFERENCES, CHARACTERISTICS AND TRIP MOTIVATION Q30 - Where do you sleep when travelling abroad? 出境旅游时您选择那种住宿？ You can choose one answer.（可选一项） 1. 2. 3. 4.

Hotel 1-2 stars 旅馆/1或2星 Hotel 3-4 stars 旅馆3或4星 Hotel 5 stars 旅馆5星 Apartment 公寓

5. Youth hoste l青年旅馆 6. Bed and breakfas t住宿加早餐 7. Other: 其他(请说明)

Q31 - Gender:性别 1. Male 男

2. Female 女

Q32 - Year of Birth: 出生日期 _______________ Q33 - Status:职业 1. Student 学生 2. Employed 在职 3. Retired 退休

4. Unemployed 失业 5. Other: 其他(请说明)

Q34 - Which part of China do you live in? 您住于中国的哪一部分？? 1. 2. 3. 4.

East China 中国东部 North China 中国北部 Northeast China 中国东北 Northwest China 中国西北

5. South Central China 中南 6. South West China 西南 7. Other: 其他(请说明)

Q35 - What kind of an area do you live in? 您住在什么地区？ 1. Urban area 城市地区

2. Rural area 乡下地区

Q36 - How much is your yearly income ? 您年薪是多少? 1. More than 120,000 多于人民币 120,000 2. From 60,000 to under 120.000 RMB 从60,000 到 120000 人民币 3. From 25,000 to under 60,000 RMB 从25,000 到 60,000人民币

4. From 15,000 to under 25,000 RMB 从15,000 到 25,000 人民币 5. Less than 15.000 RMB15,000 少于15,000 人民币


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AUTHORS Andrej Raspor (PhD), Assistant Professor, School of advanced social studies, Gregorčičeva 19, SI-5000 Nova Gorica, Slovenija +386 (0)5 333 00 80 www.fuds.si Tel: +386 51 313221 email: [email protected] Andrej Raspor completed College of Engineering; after graduating in work organisation from the Faculty of Work Organisation in Kranj, University of Maribor, he continued his post-graduate studies at the Faculty of Social Sciences, University of Ljubljana, and received his PhD in social sciences in 2010. His doctoral thesis was entitled: Impact of Tipping on Workers’ Motivation: Comparison Between the Hospitality and the Gaming Industry. He has lectured and consulted on the issues related to organisation and human resources, time and cost management, service quality and career paths. Out of total 30 years of employment he has spent over 10 years working in various top positions, such as Head of General Administration, Human Resources Development Manager, Director of Strategic Projects, Head of the Expense Supervision Commission and manager of his own company. His mission is to link and exchange good practices between the economic and the academic sphere. He is the owner of the company CEATM ltd. whose vision is to link the countries of the Western Balkans and China in tourism, investment and business consultancy. His key research interests include work relations and processes, with the emphasis on work process optimisation, both from the point of view of costs and time organisation, as well as tourism, with the aim to link the countries of the Western Balkans and China. He has attended numerous international conferences, and has published the outcomes of his research work in several scientific peer-reviewed publications.


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Darko Lacmanović (PhD), Full Professor, University Mediterranean, Faculty for tourism MTS - Montenegro Tourism School, Serdara Jola Piletića bb PC Palada, 81000 Podgorica, Montenegro Tel: +382 69 377228 Email: [email protected] Darko Lacmanović is Full Professor at the University Mediterranean, Faculty for tourism MTS - Montenegro Tourism School, Podgorica, Montenegro. He graduated in the field of economics from Split University, the Faculty of tourism and foreign trade in Dubrovnik, Croatia, in 1987 and received his Masters from Belgrade University’s Faculty of Economics, in February 1996. He got his PhD in the field of economics at the Megatrend University of Applied Science, Faculty of bussines studies, Belgrade, Serbia, in February 2005 with the doctoral thesis ‘Sales Managament in Hospitality industry’. He began his academic career at the University of Split, Faculty of tourism and foreign trade in Dubrovnik, Croatia, as teaching assistant in 1989. His work experience include various positions of sales manager and hotel manager in hospitality industry in Montenegro for over 13 years. He has been lecturer at the University Mediterranean, Faculty for tourism MTS Montenegro Tourism School and Faculty of Business Studies MBS - Montenegro Business School on the undergraduate, postgraduate, master and doctoral programmes since 2005. He is the author of several books and journal articles with research interests in tourism marketing and sales management in hospitality industry.


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Ana Stranjančević (PhD), Assistant Professor, University Mediterranean, Faculty of Tourism Bar MTS Montenegro Tourism School, Serdara Jola Piletića bb PC Palada, 81000 Podgorica, Montenegro Tel: +382 (0) 68/551-482 Email: [email protected] Ana Stranjančević is an Assistant Professor and researcher at the Faculty of Tourism of the Mediterranean University in Montenegro. She graduated at the Department of Geography, Tourism and Hotel Management (Faculty of Sciences, University of Novi Sad) in 2005. She obtained her MSc in 2009 and her PhD in 2012 at the Association of Centers for Interdisciplinary and Multidisciplinary Studies and Research at the University of Novi Sad. During 2014/15 she took part in a post doctorate mobility program at the University of Deusto, Spain, at the Faculty of Social and Human Sciences. In 2007, she took the position of a teaching assistant at the Faculty of Tourism, Mediterranean University in Montenegro, and has been Assistant Professor since 2013. She has participated as a researcher and consultant in her field of expertise in several national and international projects. She has been visiting professor at the University of Belgrade, Serbia, Faculty of Agriculture, Akdeniz University,Turkey, Faculty of Tourism, and Warsaw University of Life Sciences in Polandonthe Faculty of Economic Sciences. She has attended many national and international conferences and published several scientific articles in the field of tourism and hospitality. She is a member of the Center of Young Scientists within MASA – the Montenegrin Academy of Sciences and Arts.


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Iva Bulatović (PhD), Assistant Professor, University Mediterranean, Faculty for tourism MTS - Montenegro Tourism School, 81000 Podgorica, Montenegro Tel: +382 (0) 67/218-522 Email: [email protected] Iva Bulatović is Assistant Professor at the Montenegro Tourism School in Podgorica, Montenegro. She has obtained her master and PhD degrees at the same faculty (GTA A) in the field of tourism management. She was commended as one of the 10 best students in Montenegro by the Atlas Foundation (2009). Her PhD thesis was written at the Faculty of Economics in Ljubljana, Slovenia, in 2013, and the Faculty of Tourism and Hospitality Management in Opatija, Croatia, in 2014. Iva has been engaged in several important National and International projects as researcher. She is the leading author in creating tourism policies for the municipalities of Bar and Cetinje (Montenegro). She has been engaged as expert in creating the National Programme for financing doctoral candidates in Montenegro by the Ministry of Science (since 2015). She has attended many international conferences and published scientific articles in international journals.


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INSTITUTIONAL AFFILIATIONS OF AUTHORS

The School of Advanced Social Studies is an independent research-oriented higher education institution in the field of social sciences, located in Nova Gorica (Slovenia), on the western border of Slovenia with Italy, and close to both Austria and Croatia. The activities of the School are guided by strategic orientations towards interdisciplinarity, internationalisation, excellence and applicability in teaching and research. During the short period since its founding in 2006, the School has managed to attract and consolidate a highly qualified and ambitious team of mostly younger researchers and university teachers. In terms of measurable scientific achievements, this is currently one of the leading social science institution in Slovenia. SASS has a full accreditation for BA and MA courses as well as for doctoral studies in Sociology. SASS provides degree-awarding courses at undergraduate, masters and PhD level in social sciences and in psychotherapy. Currently the school has 350 students at all levels of study, 75 members of academic staff and 8 members of administrative staff. SASS is not only an internationally connected leading national centre of excellent social science education and research, it is also firmly embedded in the local, regional and national environment by conducting high-level basic research and relevant applied research for businesses and public administrations at local and national levels. Although it is a HEI, it strongly depends on revenues from research and various EUfunded projects. SASS has traditionally received the majority of its funding on a project basis and has extensive experience with management and implementation of EU cofinanced projects.


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SASS has extensive experience in management and implementation of EU co-financed projects. It is embedded in the relevant international research networks, and is currently hosting the National Committee of the UNESCO-sponsored programme, ‘Management of Social Transformations’ (MOST2).


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Mediterranean University Montenegro Faculty of Tourism - Montenegro Tourism School Mediterranean University is the first non-profit private university in Montenegro. It was founded in 2006 and consists of six organizational units: Faculty of Information Technology, Faculty of Visual Arts, Faculty of Tourism, Faculty of Business Studies, Faculty of Foreign Languages and Faculty of Law. The University is dedicated to high quality teaching and research, comprising a dynamic community of both staff and students dedicated to knowledge, innovation and enterprise. This provides a very strong environment for multidisciplinary research, enhanced by the cross disciplinary links between the Faculties. University has in total 105 academic staff employed in teaching and research. In 2013, University established the Center for Research and Development. Faculty of Tourism - Montenegro Tourism School was founded in 2004 in Bar as the first private institution of higher education in Montenegro. Since 2006, the Faculty has been part of the Mediterranean University. MTS has been involved in many national and regional projects as well as several EU Funding Programmes.


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The basic academic studies of Management in Tourism and Hospitality last three years. Postgraduate studies comprise specialist academic studies (4th year) and master academic studies (5th year), with two programs offered: Tourism Management and Hospitality Management. PhD studies in Tourism Management started in the 2008/2009 academic year and they last for three years. Key areas that are studied at the Faculty are: Management and Marketing in Tourism and Hospitality; Business Operations of Tour Operators and Hotel Companies; Tourist Destinations; Sustainable Development. Following the new trends in education, the faculty offers Distance Learning System and Test Learning System.


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CEATM is a reliable and high-quality partner specialized in networking the Western Balkans and China in the fields of tourism, investment and business consulting. CEATM focuses exclusively on the Chinese market and covers countries of the Western Balkans (Albania, Bosnia and Herzegovina, Croatia, Kosovo, Macedonia, Montenegro, Serbia and Slovenia). In collaboration with a wide range of our partners we are able to provide unique services, which will help our clients enter the Chinese market and bring Chinese clients to their countries. CEATM is present at the biggest Chinese fairs and distributes marketing material on your behalf. CEATM’s team members speak Mandarin Chinese and are experts in the Chinese culture. CEATM’s team is based in various Balkan countries and is familiar with the local needs and customs. CEATM provides consulting services in a wide range of areas such as business development, market entry, strategy, executive search and training, outbound investment, private equity and investment. CEATM trains your employees and advises on how to adapt your products and services in order to attract more Chinese clients and meet their expectations. CEATM connects you with Chinese tourism providers and prepares a complete market study and a marketing strategy in order to provide full support to our clients entering the Chinese market. CEATM promotes your destinations and builds awareness of your services by presenting them at the biggest Chinese tourism fairs. © All rights reserved. Using the data without citing sources is not allowed.

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CEATM d.o.o. Dolga Poljana 57 SI 5271 Vipava Slovenia +386 51 31 32 21 [email protected]


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