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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One of the possible long-distance Chinese tourists' profiles regarding travel to Europe, which was determined in 2010, has the following characteristics (Andreu, Claver, & Quer, 2014): -----------

--

belonging to a middle-high social class; age between 24 and 44 years; 52.98% are men and 81% have completed higher studies; 11.75% are professionals in the education sector; 9.63% are manufacturing industry workers; 8.31% work in sectors such as finance, 7.91% in new technologies; 6.79% are students and 5.71% are scientists and researchers; 68.36% are first-time travellers abroad; 46.98% travel accompanied by relatives or spouse and 6.95% travel alone; 29.76% earn between EUR 550 and 880 monthly per family member; 26.25% have salaries ranging from EUR 330 to 550; 17.46% earn between EUR 880 and 1.100; prefer to travel in organized groups; 40.8% visit between 1 and 2 countries within one trip; 31.6% visit between 5 and 11 countries; and 27.6% visit between 3 and 4 countries; average length of stay in Europe is 9.2 days: 2.1 days in Germany, 2 days in France, 1.6 days in Italy and 21 days in the United Kingdom; main reasons for visiting Europe: landscape (82%); historic and cultural heritage (73.6%); charming cities (43.5%); exotic culture and folklore (23%); being a shopping paradise (21.9); good tourism facilites (16%); enteretainment/leisure (6.7%); key factors in choice of destination: places of interest (37.32%); price (27.45%); leisure facilities (11.15%); transport (11.07%); accommodation (6.19%); food and drink (5.99%).


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Another profile of Chinese outbound tourists was made by the World Tourism Cities Federation and Ipsos in their report from 2014 (World Tourism Cities Federation and Ipsos China, 2014): -- coming from South China, North China and East China; Shanghai, Guangdong and Beijing are cities with most overseas tourists; -- top city destinations in Europe are Paris, London, Rome and Berlin; -- over a half (56 %) are post-80s tourists; the gender gap is relatively small; family tours are popular; -- belonging to higher income groups; average monthly household income is about CNY 20,767; -- outbound travel has become an important part of the medium and high-end family life in China; over 70% of Chinese tourists travel abroad at least once a year; -- travel agencies are the most important actor in the outbound tourism service; 87% of Chinese tourists purchase tourism products from travel agencies; they prefer to travel in groups of 2-5 persons; -- staying at overseas destinations for 6-8 or 3-5 days (travel time excluded); -- spending approximately 2,410 EUR per person (CNY 19,871); first-rank spenders are independent tourists, followed by semi-independent and group tourists; main purpose of spending is shopping (57 % of total travel budget); -- transportation, lodging and food are the biggest concern before going abroad. Expectations of Chinese tourists vary and it is important to understand the main travel motives and concerns regarding the various aspects of travel. As indicated in TUI AG – TUI Think Tank study (TUI AG und Z_punkt GmbH, 2012), the Chinese’ travel needs concerning Europe as a destination, are expected to be: ----------

family happiness; experience; special interests; entertainment; self-determination; connectivity; courtesy; recreation; soft action.

Based on the travel behavior, demographic and psychological characteristics of Chinese outbound travellers, important marketing decisions can be made about marketing segmentation, differentiation and positioning of the tourist product. © All rights reserved. Using the data without citing sources is not allowed.

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Segmenting the Chinese outbound tourist market could be done by setting up five groups of travellers who visit Europe (World Tourism Organization and European Travel Commision, 2012): -- traditionalists with a 70% share, motivated by prestige, travelling in tour groups and always bringing their camera along; -- Wenyi Youth with a 10% share, looking for freedom and uniqueness, backpacking, traveling alone and bringing along their notebook, favourite book, mp3-player and internet device; -- experience-centred, taking another 10% share, travelling in order to spend time together, out of cuorisity, also backpacking or driving independently, alone, with family; or ‘in-depht travel’ tour groups, using a guidebook, a phrasebook and an electronic dictionary during the travel; -- hedonists, with a 3% share, looking for pleasure, focusing on cities and shopping, travelling with friends and using their parents’ credit card; -- connoisseurs, with a 7% share, motivated by aesthetics and knowledge, driving independently with a partner or family and bringing along a camera with additional equipment, a specialized guidebook and a laptop. A visualisation of European travel routes based on the discussion in Chinese blogosphere (ibidem) indicates that the main destinations of every trip discussion are France, Germany and Britain. Italy is the main destination in Southern Europe, and Russian Federation in Eastern Europe. When thinking about the region of exYugoslavia, Chinese travellers tend to form a mental cluster which includes Slovenia, Croatia, Serbia and Montenegro. However, certain trends can be noticed that show changes in Chinese outbound travellers' preferences (Fung Business Intelligence Centre Global Retail & Technology, 2015): -- increased visit to smaller cities and off-the-beaten-track destinations; -- more traveling to natural destinations, national parks and reserves; -- increased interest for themed travel (wine testing, safaries, golf, diving and other personal interests and hobbies); -- increased interest for corporate incentive groups with the purpose to provide unique overseas experience for employees; -- cruise and self-drive travel are becoming more popular; -- growing interest in medical tourism, natural and organic lifestyles, experiences and products; -- increase in spending on education, real estate, diamonds, watches, art and liquor as investment vehicles and in order to preserve capital; © All rights reserved. Using the data without citing sources is not allowed.

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-- increased overseas investment by Chinese companies leading to development in business tourism and spending; -- continuing increase of multigenerational family trips. According to Goldman Sachs Global Investment Research Chinese tourists' travel preferences are influenced by three main factors (The Goldman Sachs Group, Inc., 2015): (1) distance (up to a 12-hour flight to London, Paris and Rome is acceptable) and visa regulations; (2) shopping and pricing differentials; and (3) sightseeing. In the same research the key driving forces of the fast growing Chinese outbound tourism are stressed, which will be almost doubled by 2025 (ibidem): -- an extremely underpenetrated market due to passport ownership rate (4% of Chinese people hold a passport); -- strong growth among the population of young millennials (74 million students born between 1980 and 2000 will have more opportunities to travel abroad, are familiar with the internet, have studied foreign languages and like to travel); -- growing urban middle-class population (higher income, willigness to travel overseas and spending on having fun, displaying an increased interest in leisure activitites). A few research studies emphasize the main factors which influence or shape the expectations of Chinese tourists about travelling to Europe. Comparing the travel motivations among Chinese, Japanese and Korean tourists visiting Greece, Assiouras, et al., noticed that Chinese tourists value knowledge and novelty in the first place, then relaxation and escape and, finally, ego-enhancement as travel motives despite the fact that ego-enhancement is valued more highly than in other nationalites (Assiouras, Skourtis, Koniordos, & Giannopoulos, 2015). In their research, Suomi et al. (Suomi, Hongxiu, & Wang, 2014) found thefactors influencing Chinese outbound tourists decision about travelling to certain destinations in Europe, such as internal attributes (self-enhancement) as the most important, following the natural beauty and climate, local culture and social characteristics while placing less importance on infrastructure, information availability and shopping. Disscusing the expectations of Chinese tourists and creation of travel package to United Kingdom by UK touroperators (de Sausmarez, Huiqing, & McGrath, 2012) the authors found dissatisfaction with quality of the accommodation and food received, due to the mismatch between the expectations and reality (accommodation). As stated in this survey, a large number of Chinese tourists obtain information on the internet and know very well what they want from their travel.


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Using a Confucian analysis of Chinese tourists' motivations, Xiaoxiao et al. stressed the fact that the tourism »was perceived as a means to bridging gaps in self, family, social life, society and nature« (Xiaoxiao, Liping, & Xinran, 2015). We have identified some very interesting expectations of Chinese tourists which could be addressed by shaping an adequate tourist product in the newly discovered tourist destinations in the region of former Yugoslavia. When studying the ways to attract Chinese tourists Raspor et al. (Raspor, Kobal, & Rodič, 2012) found some elements in the tourist products in Slovenia and Croatia which could positively influence the level of satisfaction. They mentioned a satisfying shopping experience, common history (the era of socialism), specific tourist packages such as 'Following the footsteps of Josip Broz Tito', and those designed around several well-known Yugoslavian films such as 'The battle of Neretva', 'Valter brani Sarajevo' and 'Ne joči, Kekec' translated into Chinese. Finally, it is important for all countries from the region of former Yugoslavia to find the best way to fit their tourist products into a new marketing frame to be offered to a fast growing tourist outbound market such as China. A few marketing recommendations for the Central and Eastern European (CEE) countries could be made, as follows (Arlt, 2016): -- learning more about Chinese tourism outbound market through training staff and management in tourism organizations; -- avoiding being perceived as a ‘cheap’ destination or service provider; -- focus on Second Wave Chinese travellers emphasized the history, unspoiled food and nature, special attractions and hospitable people; -- focus on market niches (bird-watching, food, hiking, golf) and activities instead of geography; -- concentrate promotional activities on Chinese social media, fairs, FAM trips, Roadshows etc. and use stories to have Chinese dream about their trip to region; -- begin to act toward more than 200,000 Chinese students living in Europe as customers and brand ambassadors; -- offer joint itineraries and tourism services and products throughout the region; -- provide ‘Return of Investment’ for the investment of time, money and effort (through unique, storyfied, authentic proof of ‘been there’); -- provide richness of experiences in a short time through good service in cooperation across borders. © All rights reserved. Using the data without citing sources is not allowed.

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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.

Page 22


The number of Chinese outbound tourists started to increase substantially in 2010 and almost doubled in just three years (Figure 1). Even UNWTO was taken by surprise at such astonishing growth thus deciding to revise its estimations from 2001 to suit the real growth numbers (Huang, Keating, Kriz, & Heung, 2015). Figure 1: Border crossings from Mainland China in millions 2000-2016

Source: (China National Tourism Administration, 2016) from 2000-2014 and (Arlt, 2016) for 2015 and 2016 Chinese tourists are still overwhelmingly interested in destinations in Asia. Some of the most popular countries are Japan, South Korea, Taiwan and Hong Kong, followed by France, Italy and Switzerland (6th, 7th and 8th in 2015) and Germany (10th in 2015) (Travel China Guide, 2016). Among the 8.2 million Chinese who visited Europe in 2014, almost 50% visited Italy and France, by far the most popular destination choices. These two countries were followed by Germany and Switzerland. The countries of Central and South Eastern Europe are not in the forefront of Chinese tourists’ visits. Despite this, some countries have experienced a fast growth in this sector; Greece reported the highest growth among European countries (160% in 2014), while Romania, Bulgaria and Serbia also showed considerable increase of Chinese visits. An important aspect of this growth is the forming of regional clusters that have a spill-over effect for countries that are part of these clusters (COTRI, 2016). © All rights reserved. Using the data without citing sources is not allowed.

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2.2 SLOVENIA The number of arrivals of foreign tourists to Slovenia has been growing steadily since 2005 (Table 4). In 2015, 2.6 million arrivals and 6.3 million overnight stays were recorded, exceeding the threshold of 6 million for the first time (Statistični urad Republike Slovenije, SURS, 2016). The key markets are still represented by countries within Europe, especially in the region (Italy, Austria, Germany, The Russian Federation, The Netherlands, Croatia, the United Kingdom, Serbia and Hungary) (ibid). The average length of foreign tourists’ accommodations, already rather short in 2005 (2.83 nights) was further shortened in 2015 (2.43 nights). Overall, tourism industries contributed 13% to the Slovenian GDP and employed 13% of the active labour force in Slovenia. The number of Chinese tourists in Slovenia is on the rise (Table 4). In comparison to 2005, an increase of 10.63 index points in 2015 can be observed. In 2015 the number of Chinese tourists’ accommodations was 53,617 representing 0.8% of all foreign tourists’ accommodations in Slovenia and 1.4% of all foreign arrivals. Although the percent remains low, it shows a clear positive trend which may predict the increase in the share of all foreign tourists in the near future.


Page 24


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.


Page 26

Page 27



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


Page 28


the ‘typical guests’ since they spend only a day and a half in Montenegro. Overall, the length of stay of Chinese tourists in Montenegro is comparable to the length of their stay in Slovenia. Chinese tourists in 2014 chose to visit Montenegro in October, September and August (Table 6). The lowest numbers were detected in winter months (January, December and February). However, the share of Chinese tourists’ arrivals in 2014, comparing to the total foreign tourists’ arrivals, was at the highest level in March (3.1%), October (2.9%) and February (2.7%) and at the lowest in August (0.2%), July (0.3%) and June (0.5%). Table 6: The distribution of Chinese tourists in Montenegro by the month of arrival between 2014 and 2015 2014 Arrivals

2015

Share Accommodations Share Arrivals Share Accommodations Share in % in % in % in %

January

243

3.06

595

4.12

65

0.49

109

0.60

February

340

4.29

418

2.90

249

1.86

283

1.56

March

552

6.96

583

4.04

446

3.34

627

3.45

April

357

4.50

414

2.87

826

6.18

948

5.22

May

678

8.55

1,368

9.48

2,494

18.66

3,232

17.79

June

783

9.87

1,130

7.83

1,878

14.05

3,049

16.78 10.19

July

952

12.00

2,317

16.05

1,225

9.17

1,852

August

1,068

13.46

3,191

22.11

988

7.39

1,473

8.11

September

1,138

14.35

1,677

11.62

1,919

14.36

2,476

13.63

October

14.40

1,163

14.66

1,335

9.25

2,206

16.51

2,616

November

390

4.92

608

4.21

602

4.51

855

4.71

December

268

3.38

796

5.52

464

3.47

650

3.58

7,932

100

14,432

100

13,362

100

18,170

100

TOTAL

Source: (Zavod za statistiku Crne Gore, MONSTAT, 2016) In 2015, foreign tourists in Montenegro realized a total of 1,559,924 arrivals and 10,307,371 accommodations. The most visited were the summer months of August and July, while the least visited were winter months (January, February and March). In the same year the number of Chinese tourists compared to the year before increased to 13,362 arrivals and 18,170 accommodations. While these numbers still represent a marginal share among all foreign tourists, the segment of Chinese tourists shows a minor increase (0.80% of total foreign arrivals and 0.16 % of overnight stays). What


Page 29


may be seen as potentially worrying is the substantial decrease in the average length of stay. Namely, in the year 2015 the length of stay was only 1.35 days while the total foreign tourists’ average length of stay even slightly increased (6.67 days). Most Chinese tourists visited Montenegro in May, October, September and June, with the highest number of accommodations of Chinese tourists in May, June and October (Figure 3). Figure 3: The distribution of Chinese tourists in Montenegro by the month of arrival between 2014 and 2015

Source: (Zavod za statistiku Crne Gore, MONSTAT, 2016)


Page 30


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.


Page 31


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


Page 32


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%


Page 33

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


Page 34


The number of respondents who live in urban areas (Table 10) was much larger (77.5%) than the number of those who live in rural areas (22.5%). Table 10: Rural or urban place of origin Chinese tourists Chinese tourists Total in Slovenia in Montenegro Count 73 92 165 Urban area % within Q35 - In which part of area do you live? 44.2% 55.8% 100% % within Slovenia or Montenegro 70.9% 83.6% 77.5% Count 30 18 48 Rural area % within Q35 - In which part of area do you live? 62.5% 37.5% 100% % within Slovenia or Montenegro 29.1% 16.4% 22.5% Count 103 110 213 Total % within Q35 - In which part of area do you live? 48.4% 51.6% 100% % within Slovenia or Montenegro 100% 100% 100% Q35 – What kind of an area do you live in?

The number of respondents with an income (Table 11) between 25,000 and CNY 60,000 was the largest (37.3%), followed by those with an income of over CNY 120.000 (25.9%), and those who earn between CNY 60,000 and 120,000 (21.2%), the ones making between CNY 15,000 and 25,000 (14.2%) and, finally, the smallest group with an income of less than CNY 15,000 (1.4%). Table 11: Respondents’ yearly income Q36 - How much is your yearly income? Count More than % within Q36 - How much is your yearly income? CNY 120.000 % within Slovenia or Montenegro Count CNY 60,000 % within Q36 - How much is your yearly income? -120,000 % within Slovenia or Montenegro Count CNY 25,000% within Q36 - How much is your yearly income? 60,000 % within Slovenia or Montenegro Count CNY 15,000% within Q36 - How much is your yearly income? 25,000 % within Slovenia or Montenegro Count Less than % within Q36 - How much is your yearly income? CNY 15,000 % within Slovenia or Montenegro Count Total % within Q36 - How much is your yearly income? % within Slovenia or Montenegro

Chinese Chinese tourists in tourists in Slovenia Montenegro 51 4 92.7% 7.3% 51.5% 3.5% 27 18 60.0% 40.0% 27.3% 15.9% 15 64 19.0% 81.0% 15.2% 56.6% 3 27 10.0% 90.0% 3.0% 23.9% 3 0 100.0% 0.0% 3.0% 0.0% 99 113 46.7% 53.3% 100% 100%


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Total 55 100% 25.9% 45 100% 21.2% 79 100% 37.3% 30 100% 14.2% 3 100% 1.4% 212 100% 100%


3.2 RESULTS This section illustrates past travel experience of Chinese tourists who participated in the survey as well as their experiences and preferences regarding Slovenia and Montenegro.

3.2.1 PREVIOUS EXPERIENCES OF CHINESE TOURISTS IN TRAVELING ABROAD The respondents were well-experienced travellers. For the vast majority this was not their first journey outside Mainland China8; all respondents in Montenegro had travelled abroad before, while among the respondents in Slovenia only 5% had not travelled abroad (Table 12). Table 12: Experiences regarding travelling abroad (outside PR China) Q1 - Have you ever been abroad (outside Mainland China) before?

Chinese Chinese tourists in tourists in Total Slovenia Montenegro

111

Count Yes % within Q1 - Have you ever been abroad (outside Mainland China) before? % within Slovenia or Montenegro

94.9%

100% 97.6%

No % within Q1 - Have you ever been abroad (outside Mainland China) before? 100.0% % within Slovenia or Montenegro Count Total % within Q1 - Have you ever been abroad (outside Mainland China) before? % within Slovenia or Montenegro

248

55.2% 100%

6

Count

137

44.8%

0

6

0.0% 100%

5.1%

0.0%

2.4%

117

137

254

46.1%

53.9% 100%

100%

100% 100%

Most of the respondents had visited destinations in Asia prior to travelling to Slovenian and/or Montenegro, which is consistent with the research findings among groups of Chinese tourists in other countries (Table 13). Rather surprisingly, the vast majority had also visited Europe before. While the share of respondents visiting Africa was low among both groups, the respondents in Montenegro exhibited a high share of those who had visited South and North America.

8 ‘Mainland China’ is a term translated from Chinese Dalu (大陆). It denotes the territory of PR China without the two special administrative regions: SAR Hong Kong and SAR Macao. © All rights reserved. Using the data without citing sources is not allowed.

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Table 13: Past travel experiences regarding the country of destination Q2 - Have you ever been to …? Yes Africa

No Total Yes

Asia

No Total Yes

Europe

No Total Yes

Australia

No Total Yes

North America

No Total Yes

South America

No Total

Count % Count % Count % Count % Count % Count % Count % Count % Count % Count % Count % Count % Count % Count % Count % Count % Count % Count %

Chinese tourists in Slovenia Count % 14 37.8% 15.7% 75 39.7% 84.3% 89 100% 90 41.7% 84.1% 17 60.7% 15.9% 107 100% 105 49.1% 92.9% 8 22.2% 7.1% 113 100% 48 47.5% 48.0% 52 38.2% 52.0% 100 100% 46 27.5% 47.4% 51 76.1% 52.6% 97 100% 9 9.6% 10.8% 74 58.7% 89.2% 83 100%

Chinese tourists in Montenegro Count % 23 62.2% 16.8% 114 60.3% 83.2% 137 100% 126 58.3% 92.0% 11 39.3% 8.0% 137 100% 109 50.9% 79.6% 28 77.8% 20.4% 137 100% 53 52.5% 38.7% 84 61.8% 61.3% 137 100% 121 72.5% 88.3% 16 23.9% 11.7% 137 100% 85 90.4% 62.0% 52 41.3% 38.0% 137 100%

Total Count 37 16.4% 189 83.6% 226 100% 216 88.5% 28 11.5% 244 100% 214 85.6% 36 14.4% 250 100% 101 42.6% 136 57.4% 237 100% 167 71.4% 67 28.6% 234 100% 94 42.7% 126 57.3% 220 100%


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% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100%


Among those who answered the question, over one third had been to Europe up to five times before visiting Slovenia/Montenegro (Table 14), specifically 3.6 times on average. Table 14: Number of previous visits to Europe Q3 - How many times have you been in Europe? Count % within Q3 - How many times have you been in Europe? % within Slovenia or Montenegro Count 2 % within Q3 - How many times have you been in Europe? % within Slovenia or Montenegro Count 3 % within Q3 - How many times have you been in Europe? % within Slovenia or Montenegro Count 4 % within Q3 - How many times have you been in Europe? % within Slovenia or Montenegro Count 5 % within Q3 - How many times have you been in Europe? % within Slovenia or Montenegro Count More than % within Q3 - How many times have you been in Europe? 5 times % within Slovenia or Montenegro Count Total % within Q3 - How many times have you been in Europe? % within Slovenia or Montenegro 1

Chinese Chinese tourists in tourists in Total Slovenia Montenegro 12 28 40 30% 70% 100% 11.80% 28.00% 19.80% 7 24 31 22.60% 77.40% 100% 6.90% 24.00% 15.30% 16 20 36 44.40% 55.60% 100% 15.70% 20.00% 17.80% 9 8 17 52.90% 47.10% 100% 8.80% 8.00% 8.40% 7 6 13 53.80% 46.20% 100% 6.90% 6.00% 6.40% 51 14 65 78.50% 21.50% 100% 50% 14% 32.20% 102 100 202 50.50% 49.50% 100% 100% 100% 100%

Among the pre-selected European countries, popular with Chinese tourists, the most visited country was Italy, followed by France, Germany, UK and Spain, which corresponds to the pre-determined results stated in the COTRI report (COTRI, 2016). There are some important differences between the respondents in Montenegro and those in Slovenia. The respondents in Slovenia reported fewer visits to the countries on the list, except in the case of France where the number of visits was higher (Table 15).


Page 38


Table 15: The countries visited while in Europe Q4 - Where have you been in Europe? Yes Italy

No Total Yes

Germany

No Total Yes

France

No Total Yes

Spain

No Total Yes

UK

No Total Yes

Other

No Total

Count % Count % Count % Count % Count % Count % Count % Count % Count % Count % Count % Count % Count % Count % Count % Count % Count % Count %

Chinese tourists in Slovenia Count % 76 43.7% 65.0% 41 51.3% 35.0% 117 100% 50 36.2% 42.7% 67 57.8% 57.3% 117 100% 53 34.6% 45.3% 64 63.4% 54.7% 117 100% 27 26.7% 23.1% 90 58.8% 76.9% 117 100% 24 20.2% 20.5% 93 68.9% 79.5% 117 100% 59 41.3% 50.4% 58 52.3% 49.6% 117 100%

Chinese tourists in Montenegro Count % 98 56.3% 71.5% 39 48.8% 28.5% 137 100% 88 63.8% 64.2% 49 42.2% 35.8% 137 100% 100 65.4% 73.0% 37 36.6% 27.0% 137 100% 74 73.3% 54.0% 63 41.2% 46.0% 137 100% 95 79.8% 69.3% 42 31.1% 30.7% 137 100% 84 58.7% 61.3% 53 47.7% 38.7% 137 100%

Total Count 174 68.5% 80 31.5% 254 100% 138 54.3% 116 45.7% 254 100% 153 60.2% 101 39.8% 254 100% 101 39.8% 153 60.2% 254 100% 119 46.9% 135 53.1% 254 100% 143 56.3% 111 43.7% 254 100%

% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100%

The most visited country of former Yugoslavia is reported to be Slovenia, followed by Croatia. The least visited countries are Kosovo and Macedonia (Table 16).


Page 39


Table 16: The countries of former Yugoslavia visited while in Europe Q5 - Which countries of former Yugoslavia did you visit? Yes Slovenia

No Total Yes

Croatia

No Total Yes

Kosovo

No Total Yes

Montenegro

No Total Yes

Serbia

No Total Yes

Bosnia and Herzegovina

No Total Yes

Macedonia

No Total

Count % Count % Count % Count % Count % Count % Count % Count % Count % Count % Count % Count % Count % Count % Count % Count % Count % Count % Count % Count % Count %

Chinese tourists in Chinese tourists in Slovenia Montenegro Count % Count % 71 46.4% 82 53.6% 67.6% 82.8% 34 66.7% 17 33.3% 32.4% 17.2% 105 99 100% 100% 31 26.7% 85 73.3% 34.4% 85.9% 59 80.8% 14 19.2% 65.6% 14.1% 90 99 100% 100% 12 42.9% 16 57.1% 17.1% 16.2% 58 41.1% 83 58.9% 82.9% 83.8% 70 99 100% 100% 18 36.0% 32 64.0% 22.5% 32.3% 62 48.1% 67 51.9% 77.5% 67.7% 80 99 100% 100% 11 25.6% 32 74.4% 14.7% 32.3% 64 48.9% 67 51.1% 85.3% 67.7% 75 99 100% 100% 9 18.8% 39 81.3% 12.3% 39.4% 64 51.6% 60 48.4% 87.7% 60.6% 73 99 100% 100% 6 18.8% 26 81.3% 8.2% 26.5% 67 48.2% 72 51.8% 91.8% 73.5% 73 98 100% 100%

Total Count 153 75.0% 51 25.0% 204 100% 116 61.4% 73 38.6% 189 100% 28 16.6% 141 83.4% 169 100% 50 27.9% 129 72.1% 179 100% 43 24.7% 131 75.3% 174 100% 48 27.9% 124 72.1% 172 100% 32 18.7% 139 81.3% 171 100%


Page 40

% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100%


3.2.2 CHINESE TOURISTS’ PERCEPTIONS AND PREFERENCES IN SLOVENIA AND MONTENEGRO The survey results presented in this section address Chinese tourists’ perceptions and preferences about Slovenia and Montenegro. We were interested in the places they visited, the length of their stay, the source of information about the countries as well as their future plans regarding visiting these locations. Most respondents (Table 17) heard about Slovenia/Montenegro through a travel agency, which is still the most important medium of disseminating information about a tourist destination. It is important to note that Chinese tourists in Slovenia ascribed much lower importance to travel agencies. Agencies are followed by travel brochures and other media, without a significant difference between the two groups. These standard, ‘analogous’ methods are followed by the Booking.com platform and social networks. Again, the respondents approached in Montenegro seemed to use Booking.com much more than their counterparts in Slovenia. Generally, friends, relatives, family members and TV were not among the most frequently reported source of information about the destination. However, they seem very important to respondents in Slovenia; friends were reported to be the source of information for more than 70% of respondents in Slovenia and TV for 50%. We can thus conclude that the main method of learning about the destination is through agencies, while social networks are still not as important as they are often believed to be.


Page 41


Table 17: Sources of information in pre-planning trip period Q6 – Where did you hear about Slovenia/Montenegro? Yes TV

No Total Yes

Friends

No Total

Family and relatives

Yes No Total Yes

Travel brochure

No Total Yes

Travel agency

No Total Yes

Booking. com

No Total Yes

Social network

No Total Yes

Other

No Total

Count % Count % Count % Count % Count % Count % Count % Count % Count % Count % Count % Count % Count % Count % Count % Count % Count % Count % Count % Count % Count % Count % Count % Count %

Chinese tourists in Chinese tourists in Slovenia Montenegro Count % Count % 48 72.7% 18 27.3% 50.0% 15.7% 48 33.1% 97 66.9% 50.0% 84.3% 96 115 100% 100% 67 71.3% 27 28.7% 72.8% 23.7% 25 22.3% 87 77.7% 27.2% 76.3% 92 114 100% 100% 42 54.5% 35 45.5% 46.7% 29.9% 48 36.9% 82 63.1% 53.3% 70.1% 90 117 100% 100% 56 43.8% 72 56.3% 65.1% 61.0% 30 39.5% 46 60.5% 34.9% 39.0% 86 118 100% 100% 32 23.4% 105 76.6% 43.8% 87.5% 41 73.2% 15 26.8% 56.2% 12.5% 73 120 100% 100% 31 25.8% 89 74.2% 38.8% 69.5% 49 55.7% 39 44.3% 61.3% 30.5% 80 128 100% 100% 37 37.4% 62 62.6% 48.7% 51.7% 39 40.2% 58 59.8% 51.3% 48.3% 76 120 100% 100% 40 34.5% 76 65.5% 57.1% 65.5% 30 42.9% 40 57.1% 42.9% 34.5% 70 116 100% 100%

Total Count


Page 42

66 31.3% 145 68.7% 211 100% 94 45.6% 112 54.4% 206 100% 77 37.2% 130 62.8% 207 100% 128 62.7% 76 37.3% 204 100% 137 71.0% 56 29.0% 193 100% 120 57.7% 88 42.3% 208 100% 99 50.5% 97 49.5% 196 100% 116 62.4% 70 37.6% 186 100%

% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100%

100% 100%

100% 100%


Chinese tourists spend slightly less time in Montenegro than in Slovenia (Table 18), which is consistent with the official statistical data in both countries regarding the length of stay in 2015 (Statistični urad Republike Slovenije, SURS, 2016); (Zavod za statistiku Crne Gore, MONSTAT, 2016). Table 18: Length of stay in Slovenia/Montenegro Chinese Chinese tourists in tourists in Total Slovenia Montenegro

Q7 - How many days did you stay in Slovenia/Montenegro?

27

Count

Less than two % within Q7 - How many days did you stay in Slovenia/ Montenegro? days % within Slovenia or Montenegro


27.0%

51.9% 41.2%

42


42.0%

23.3% 31.3%

31

33

64

48.4%

51.6% 100%

31.0%

24.8% 27.5%

100


73

42.5% 100%

Count

Total % within Q7 - How many days did you stay in Slovenia/Montenegro?

31

57.5%

Count

More than 3 % within Q7 - How many days did you stay in Slovenia/Montenegro? days

96

71.9% 100%

Count

Two to three % within Q7 - How many days did you stay in Slovenia/Montenegro? days

69

28.1%

133

233

42.9%

57.1% 100%

100%

100% 100%

We can see from the table below (Table 19) that 40% of Chinese tourists in Slovenia visited Bled, 32% visited Ljubljana, 30% visited the Postojna Cave, 20% visited the Coast, 20% visited Maribor, and 11% visited Ptuj. Table 19: Places visited in Slovenia Q8 - Which places in Slovenia did you visit?

117

Count

%

Bled

47

40%

Ljubljana

38

32%

Postojna Cave

35

30%

Coast (Portorož, Piran, Koper)

23

20%

Maribor

23

20%

Other

18

15%

Ptuj

13

11%


Page 43


Table 20: Places visited in Montenegro Q8 - Which places in Montenegro did you visit?

137

Count

%

Podgorica

134

98%

Coast (Kotor, Budva,Ulcinj)

131

96%

Np Skadar Lake

129

94%

Np Biogradska Gora

80

58%

Np Lovcen

65

47%

Other

61

45%

Np Durmitor

31

23%

Most Chinese tourists in Montenegro visited the capital city, Podgorica (98%). Montenegro’s coast was visited by 96% of Chinese tourists, the Skadar Lake national park by 94%, the Biogradska Gora national park by 58%, the Lovcen national park by 47% and the Durmitor national park by 23% of Chinese tourists in Montenegro. We can conclude that the major destinations in Slovenia visited by Chinese tourists are Ljubljana, the Postojna Cave and Bled. The major destinations in Montenegro visited by Chinese tourists are Podgorica, the Skadar Lake national park and the Coast: Budva, Kotor, Ulcinj. From the table below (Table 21) we can see what Chinese tourists like the most in Slovenia and Montenegro. In order to give a clear picture of the survey’s results we calculated mean values.


Page 44


Table 21: Prefered elements of the tourist product: Slovenia/Montenegro Chinese tourists in

Q9 - What did you like the most when Slovenia you visited Slovenia/Montenegro (1 is Std. I like the least, 5 is I like the most)? Mean N

Deviation

Chinese tourists in Montenegro Mean N

Total

Std. Std. Mean N Deviation Deviation

Q9b Coast

4.233

86

0.990 4.273 128

0.750 4.257 214

0.853

Q9a Unspoiled nature

4.237

97

1.153 4.039 128

0.747 4.124 225

0.946

Q9c Historical and cultural heritage 3.933

89

1.195 4.227 128

0.734 4.106 217

0.959

Q9n Lakes and mountains

4.226

93

1.105 3.929 126

0.761 4.055 219

0.932

Q9e Peaceful destination

4.341

91

0.909 3.617 128

1.073 3.918 219

1.068

Q9d Hospitality of people

4.120

92

1.118 3.680 125

1.161 3.866 217

1.161

Q9h Environment

4.170

94

1.113 3.373 126

0.978 3.714 220

1.108

Q9k Hotels

3.820

89

1.051 3.627 126

0.846 3.707 215

0.939

Q9f Quality of life

4.136

88

1.008 3.352 122

1.098 3.681 210

1.127

Q9l Spa and wellness

3.888

89

1.081 2.906 117

1.008 3.330 206

1.147

Q9m Shopping

3.697

89

1.091 2.983 119

0.991 3.288 208

1.092

Q9j Sport and recreation

3.880

92

0.959 2.797 123

1.130 3.260 215

1.187

Q9g Cuisine

3.761

92

1.133 2.882 127

1.131 3.251 219

1.210

Q9i Nightlife

3.547

86

1.214 2.787 122

1.130 3.101 208

1.222

It is obvious that what Chinese tourists in Slovenia and Montenegro like the most is unspoiled nature, lakes and mountains, the coast and historical and cultural heritage. It means that Slovenia and Montenegro boast their natural and cultural resources as a competitive advantage. Slovenia has better mean values in each category even in the category of ‘Coast’. Chinese tourists in Montenegro gave slightly better marks to Montenegrin coast. The next two tables (Table 22 and Table 23) present the revisit intension of Chinese tourists in Slovenia and Montenegro.


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Table 22: Revisit intention in Slovenia/Montenegro Q10 - Do you have a desire to visit Slovenia/Montenegro again in the future (1 is absolutely no, 5 is absolutely yes)? Count 1

3

9

12

25.0%

75.0%

100%

2.8%

6.7%

5.0%

8

49

57

14.0%

86.0%

100%

7.5%

36.3%

23.7%

20

52

72

% within Q10 - Do you have a desire to visit Montenegro again in the future?

27.8%

72.2%

100%


18.9%

38.5%

29.9%

8.3%

21.6%

29.9%

7

17

24

29.2%

70.8%

100%

6.6%

12.6%

10.0%

68

8

76

% within Q10 - Do you have a desire to visit Montenegro again in the future?

89.5%

10.5%

100%


64.2%

5.9%

31.5%

106

135

241

44.0%

56.0%

100%

100%

100%

100%

% within Q10 - Do you have a desire to visit Montenegro again in the future? % within Slovenia or Montenegro Count

2


3

% of Total Count 4


5


Count % within Q10 - Do you have a desire to visit Montenegro Total again in the future? % within Slovenia or Montenegro

From the results presented above we can conclude that Chinese tourists in Slovenia are more satisfied with the tourist offer there and it is the reason why nearly 64.2% answered ‘5 – absolutely YES’. Chinese tourists in Montenegro, on the other hand, are not very satisfied and they showed moderate revisit intension: 36.3% said that they did not have a desire to visit Montenegro again, while just 5.9% answered ‘5 – absolutely YES’.


Page 46


From the table below (Table 23) we can see the mean values. For Slovenia the man value is 4.2 and for Montenegro it is 2.7 . Table 23: Visit Slovenia/Montenegro again - average Q10 - Do you have desire to visit Slovenia/Montenegro again in the future (1 is absolutely no, 5 is absolutely yes)

Mean

Std. Deviation

N

Chinese tourists in Slovenia

4.217

106

1.163

Chinese tourists in Montenegro

2.748

135

0.968

Total

3.394

241

1.284

We can see (Table 24) from the mean values that a great number of Chinese tourists would like to visit Slovenia or Montenegro as a part of tourist package which includes Western European countries (for Slovenia) or Southern European/Mediterranean countries (for Montenegro). The mean values calculated from the answers of Chinese tourists in Montenegro are smaller compared to the answers of Chinese tourists in Slovenia. Montenegro is not very attractive to Chinese tourists as a sole destination. Table 24: Form of visit to Slovenia/Montenegro in the future Tourist package with the Western Q11 - In which form would you Tourist package European countries (Italy, France, As a single like to visit Slovenia/Montenegro with all other Germany, Austria, Switzerland) or tourist in the future (1 is I like the least, countries of Southern European Mediterranean destination 5 is I like the most) Former Yugoslavia countries (Croatia, Italy, France, Spain, Greece) Mean Chinese tourists N in Slovenia Std. Deviation

3.692

3.638

91

94

90

1.208

1.537

1.290

Mean Chinese tourists N in Montenegro Std. Deviation

2.291

3.089

2.119

134

135

134

.987

1.290

1.097

2.858

3.314

2.607

Mean Total

N Std. Deviation

3.333

225

229

224

1.281

1.419

1.318

From the table above we see that most Chinese tourists in Slovenia and Montenegro intend to revisit these countries if included in a package with other countries of former Yugoslavia which means that most of them did not come in order to visit just one country (Table 25). © All rights reserved. Using the data without citing sources is not allowed.

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Table 25: Countries of Former Yugoslavia included in trip Q12 - Will you, as part of your trip, visit some other country of former Yugoslavia this time?

Chinese tourists Chinese tourists in Slovenia in Montenegro

Yes

No

Total

Total

72

125

197

36.5%

63.5%

100%

72.7%

95.4%

85.7%

27

6

33

81.8%

18.2%

100%

27.3%

4.6%

14.3%

99

131

230

43.0%

57.0%

100%

100%

100%

100%

The following table (Table 26) shows which countries of former Yugoslavia were visited within the journey. From Table 26 we can see which countries Chinese tourists plan to visit, and draw the following important conclusions: more than 64.6% of Chinese tourists in Slovenia will visit Montenegro as part of their holiday in the future and more than 83.6% of Chinese tourists in Montenegro will visit Slovenia as part of their next trip. A great number of Chinese tourists have already visited Croatia as part of their trip (more than 88%). The number of Chinese tourists in Montenegro who visited Croatia is higher than the number of Chinese tourists in Slovenia who did so. Kosovo will be visited by 46.9% of Chinese tourists in Slovenia and by 53.0% of Chinese tourists in Montenegro. We can notice that Kosovo is not included in most tourist packages bought by Chinese tourists. Likewise, a large number of Chinese tourists in Slovenia and Montenegro do not plan to visit Serbia either. Actually, 73.4% of Chinese tourists in Slovenia visited Serbia as part of their holiday, but 32.4% of Chinese tourists in Montenegro will do so in the future.


Page 48


Table 26: Countries of former Yugoslavia included in trip Q13 - Which countries of former Yugoslavia will you visit? Yes Slovenia

No Total Yes

Croatia

No Total Yes

Kosovo

No Total Yes

Montenegro

No Total Yes

Serbia

No Total Yes

Bosnia and Herzegovina

No Total Yes

Macedonia

No Total

Count % Count % Count % Count % Count % Count % Count % Count % Count % Count % Count % Count % Count % Count % Count % Count % Count % Count % Count % Count % Count %

Chinese tourists in Slovenia Count %

77 88.5% 10 11.5% 87 100% 30 46.9% 34 53.1% 64 100% 51 64.6% 28 35.4% 79 100% 58 73.4% 21 26.6% 79 100% 55 68.8% 25 31.3% 80 100% 51 67.1% 25 32.9% 76 100%

42.5% 45.5% 33.0% 38.6%

61.7% 21.9% 44.4% 38.5% 43.2% 37.9%

Chinese tourists in Montenegro Count % 97 83.6% 19 16.4% 116 100% 104 57.5% 89.7% 12 54.5% 10.3% 116 100% 61 67.0% 53.0% 54 61.4% 47.0% 115 100%

36 32.4% 75 67.6% 111 100% 69 63.3% 40 36.7% 109 100% 67 62.0% 41 38.0% 108 100%

38.3% 78.1% 55.6% 61.5% 56.8% 62.1%

Total Count

181 89.2% 22 10.8% 203 100% 91 50.8% 88 49.2% 179 100%

100% 100% 100% 100%

94 49.5% 96 50.5% 190 100% 124 65.6% 65 34.4% 189 100% 118 64.1% 66 35.9% 184 100%

100% 100% 100% 100% 100% 100%


Page 49

%


Bosnia and Herzegovina was visited by 68.8% of Chinese tourists in Slovenia and 63.3% of those in Montenegro. More than 64% of Chinese tourists visited Macedonia as part of their trip. As we can see from Table 27 and from Figure 5, most Chinese tourists in Slovenia (30.1%) spent 7 days visiting Slovenia and other European countries. Most Chinese tourists in Montenegro spent 9 or 10 days there (or travelling in Europe; 20.3% and 20.3% respectively). The next figure (Figure 5) illustrates the table above. Figure 5: Length of stay in Slovenia/Montenegro


Page 50


Table 27: Length of Chinese tourists’ stay in Slovenia and/or Montenegro/other former YU and European Countries Q14 – How many days are you staying? 1

3

4

5

6

7

8

9

10

Chinese Chinese Q14 – How Chinese Chinese tourists in tourists in Total many days are tourists in tourists in Total Slovenia Montenegro you staying? Slovenia Montenegro 0

1

1

0.0%

100%

100%

0.0%

1.6%

.7%

0

1

1

0.0%

100%

100%

0.0%

1.6%

.7%

1

2

3

33.3%

66.7%

100%

1.4%

3.3%

2.2%

6

3

9

66.7%

33.3%

100%

8.2%

4.9%

3

4

42.9%

57.1%

100%

4.1%

6.6%

5.2%

22

5

27

0 11

12

13

2

2

0,0%

100% 100,0%

0,0%

3.3%

1.5%

0

4

4

0.0%

100 %

100 %

0.0 %

6.6%

3.0%

0

2

2

0.0%

100%

100%

0.0%

3.3%

1.5%

9

0

9

100%

0.0%

100%

6.7%

12.3%

0.0%

6.7%

7

4

1

5

80.0%

20.0%

100%

5.5%

1.6%

3.7%

0

1

1

14

15

81.5%

18.5%

100%

0.0%

100%

100%

30.1%

8.2%

20.1%

18

0.0%

1.6%

.7%

0

9

9

2

0

2

0.0%

100%

100%

100%

0.0%

100%

0.0%

14.8%

6.7%

20

2.7%

0.0%

1.5%

0

13

13

6

0

6

0.0%

100%

100%

100%

0.0%

100%

0.0%

21.3%

9.7%

8.2%

0.0%

4.5%

17

13

30

3

0

3

56.7%

43.3%

100%

100%

0.0%

100%

23.3%

21.3%

22.4%

4.1%

0.0%

2.2%

73

61

134

30

40 Total


Page 51


The next table (Table 28) presents the average length of Chinese tourists’ trip to Europe icluding Slovenia and/or Montenegro as well as other countries. As we can see, Chinese tourists who were approached in Slovenia were planning to spend 12.36 days in average on their trip. Chinese tourists in Montenegro, on the other hand, were planning to stay for 8.75 days on average. The average length of their trip in total is 10.72 days. These results are not consistent with the official statistical data which could be explained by the fact that the study was carried out during the holiday season and the majority of respodents stayed longer than originally planned. Table 28: Length of Chinese tourists’ stay in Slovenia and/or Montenegro– mean values/other former YU and European Countries Q14 – How many days are you staying?

Mean

Chinese tourists in Slovenia

12.36

Chinese tourists in Montenegro Total

N

Std. Deviation 73

8.80

8.75

61

2.78

10.72

134

6.97

From Table 29 and Figure 6 we see when Chinese tourists travel most. Chinese tourists in Slovenia mostly travel from March to October, especially in August (40%), September (15%), and October (16%). Chinese tourists in Montenegro travel throughout the year, but mostly between March and October. Figure 6: Most appropriate period for travel


Page 52


A great number of Chinese tourists in Montenegro travel in June (18,9%), August (18.9%) and September (16.7%). Chinese tourists usually travel in May (12.1%), June (14,7%), August (28 %), and September (15.9%) in total. These results are largely consistent with statistical data. Table 29: Most appropriate period to travel Q15 - When is the most appropriate Chinese tourists in Chinese tourists in period for you to travel? Slovenia Montenegro 0 2 Jan 0.0 % 100 % 0.0 % 1.5 % 0 1 Feb 0.0 % 100 % 0.0 % 0.8 % 3 7 Mar 30.0 % 70.0 % 3.0 % 5.3 % 3 11 Apr 21.4 % 78.6 % 3.0 % 8.3 % 7 21 May 25.0 % 75.0 % 7.0 % 15.9 % 9 25 Jun 26.5 % 73.5 % 9.0 % 18.9 % 7 12 Jul 36.8 % 63.2 % 7.0 % 9.1 % 40 25 Aug 61.5 % 38.5 % 40.0 % 18.9 % 15 22 Sep 40.5 % 59.5 % 15.0 % 16.7 % 16 4 Oct 80.0 % 20.0 % 16.0 % 3.0 % 0 1 Nov 0.0 % 100 % 0.0 % 0.8 % 0 1 Dec 0.0 % 100 % 0.0 % .8 % 100 132 Total 43.1 % 56.9 % 100 % 100 %


Page 53

Total 2 100 % 0.9 % 1 100 % 0.4 % 10 100 % 4.3 % 14 100 % 6.0 % 28 100 % 12.1 % 34 100 % 14.7 % 19 100 % 8.2 % 65 100 % 28.0 % 37 100 % 15.9 % 20 100 % 8.6 % 1 100 % 0.4 % 1 100 % 0.4 % 232 100.0 % 100 %


From Table 30 we can see the sources of travel information that are used most by Chinese tourists. Chinese tourists in Slovenia obtain travel information from friends (27.5%), books or guides (27.5%), Booking.com and TripAdvisor (18.3%). Table 30: Sources of information in planning trip period Q16 - When deciding where to travel, where do you look for information? Count % within Q16 - When deciding where to travel, Friends where do you look for information? % within Slovenia or Montenegro Count % within Q16 - When deciding where to travel, Family and relatives where do you look for information? % within Slovenia or Montenegro Count % within Q16 - When deciding where to travel, Books or guides where do you look for information? % within Slovenia or Montenegro Count % within Q16 - When deciding where to travel, Travel agency where do you look for information? % within Slovenia or Montenegro Count % within Q16 - When deciding where to travel, Fairs or exhibitions where do you look for information? % within Slovenia or Montenegro Count Social networks (for % within Q16 - When deciding where to travel, example Renren) where do you look for information? % within Slovenia or Montenegro Count Booking.com, % within Q16 - When deciding where to travel, TripAdvisor etc. where do you look for information? % within Slovenia or Montenegro Count % within Q16 - When deciding where to travel, Other where do you look for information? % within Slovenia or Montenegro Count % within Q16 - When deciding where to travel, Total where do you look for information? % within Slovenia or Montenegro

Chinese Chinese tourists in tourists in Slovenia Montenegro 30 1

31

96.8%

3.2%

100%

27.5% 4

0.7% 6

12.7% 10

40.0%

60.0%

100%

3.7% 30

4.4% 14

4.1% 44

68.2%

31.8%

100%

27.5% 12

10.3% 61

18.0% 73

16.4%

83.6%

100%

11.0% 12

44.9% 1

29.8% 13

92.3%

7.7%

100%

11.0% 1

0.7% 6

5.3% 7

14.3 %

85.7 %

100 %

0.9% 20

4.4% 31

2.9% 51

39.2%

60.8%

100%

18.3% 0

22.8% 16

20.8% 16

0.0%

100.%

100%

0.0% 109

11.8% 136

6.5% 245

44.5%

55.5%

100%

100%

100%

100%


Page 54

Total


The smallest number of Chinese tourists in Slovenia get information from family, relatives (3.7%) and from social networks (0.9%). When it comes to Chinese tourists in Montenegro, the majority of them find travel information in tourist agencies (44.9%), at Booking.com and TripAdvisor (22.8%) but also from books or guides (10.3%); while for the minority of them the sources of travel information are social networks (4.4%), family and relatives (4.4%), fairs or exhibitions (0.7%) and friends (0.7%). In total, Chinese tourists mostly obtain information for their trip from travel agencies (29.8 %), Booking.com, TripAdvisor etc. (20.8%) and from books and guides (18%). From Table 31 we can see how much time Chinese tourists devoted to searching for information and booking the packages for their last trip. Chinese tourists in Slovenia spent from a day to three days for looking up and booking their last trip (40.6%), from 7 days to 15 days (28.3 %), from 4 to 7 days (17.9 %) and more than 15 days (13.2%). Chinese tourists in Montenegro spent more than 15 days searching and booking the last trip (38.2%), from 7 to 15 days (35.9%), from 4 to 7 days ( 17.6 %) and from a day to three days (8.4%). In total, most Chinese tourists spent from 7 to 15 days searching and booking their last trip (32.5%), followed by 27% who used more than 15 days. Table 31: Time spent searching and booking last trip Q17 - How much time did you spend searching for and booking your last trip? Count 1 - 3 % within Q17 - How much time did you spend days searching for and booking your last trip? % within Slovenia or Montenegro Count % within Q17 - How much time did you spend 4-7 searching for and booking your last trip? % within Slovenia or Montenegro Count % within Q17 - How much time did you spend 7 - 15 searching for and booking your last trip? % within Slovenia or Montenegro Count More % within Q17 - How much time did you spend than 15 searching for and booking your last trip? days % within Slovenia or Montenegro Count % within Q17 - How much time did you spend Total for searching and booking your last trip? % within Slovenia or Montenegro

Chinese tourists Chinese tourists in Slovenia in Montenegro 43 11

54

79.6%

20.4%

100%

40.6% 19

8.4% 23

22.8% 42

45.2%

54.8%

100%

17.9% 30

17.6% 47

17.7% 77

39.0%

61.0%

100%

28.3% 14

35.9% 50

32.5% 64

21.9%

78.1%

100%

13.2% 106

38.2% 131

27.0% 237

44.7%

55.3%

100%

100%

100%

100%


Page 55

Total


Table 32 shows to what extent Chinese tourists use mobile applications for booking their trips. A large number of those in Slovenia use mobile applications for booking trips (67%) and 21.4% of them plan to do so in the future. The situation is opposite when we talk about Chinese tourists in Montenegro. Actually, most of them do not use mobile applications for booking their trips (60.2%) and there is not one respondent who intends to use them in the future. In total, we can say that Chinese tourists have used mobile applications for booking their trips in the past (51.7 %) and 9.3% of them plan to use them when they book again. Table 32: Use of mobile apps while booking Q18 - Have you ever used any mobile apps while booking your trip?

Yes

No Not yet. but I am willing to do so for the next trip Total

Count % within Q18 - Have you ever used any mobile apps while booking your trip? % within Slovenia or Montenegro Count % within Q18 - Have you ever used any mobile apps while booking your trip? % within Slovenia or Montenegro Count % within Q18 - Have you ever used any mobile apps while booking your trip? % within Slovenia or Montenegro Count % within Q18 - Have you ever used any mobile apps while booking your trip? % within Slovenia or Montenegro

Chinese Chinese tourists in tourists in Total Slovenia Montenegro 69 53 122 56.6%

43.4% 100%

67.0% 12

39.8% 51.7% 80 92

13.0%

87.0% 100%

11.7% 22

60.2% 39.0% 0 22

100%

0.0% 100%

21.4% 103

0.0% 133

43.6%

56.4% 100%

100%

100% 100%


Page 56

9.3% 236


From Table 33 we see that a large number of Chinese tourists would like to create a personalized trip completely according to their needs (92.8%). 85.8% of those visiting Slovenia and and 98.5% of those in Montenegro want to do it. Table 33: Preferences in creating a personalized trip Chinese Chinese Q19 - Do you wish to be able to create your own trip which would be tourists in tourists in Total completely personalized and according to your needs? Slovenia Montenegro Count 91 129 220 % within Q19 - Do you wish to be able to create your own trip, Yes 41.4% 58.6% 100% completely personalized and according to your needs? % within Slovenia or Montenegro 85.8% 98.5% 92.8% Count 15 2 17 % within Q19 - Do you wish to be able to create your own trip, No 88.2% 11.8% 100% completely personalized and according to your needs? % within Slovenia or Montenegro 14.2% 1.5% 7.2% Count 106 131 237 % within Q19 - Do you wish to be able to create your own trip, Total 44.7% 55.3% 100% completely personalized and according to your needs? % within Slovenia or Montenegro 100% 100% 100%

We can see from Table 34 and from Figure 7 that most Chinese tourists in Slovenia use WeChat, Weibo and QQ (47.9%), they sometimes use web pages of travel agencies (56.7%) as well as Daodao, TripAdvisor, Ctrip, Elong, Qunar (48%). Chinese tourists in Montenegro sometimes use WeChat, Weibo and QQ (61%).


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Table 34: Use web pages Q20 - How often do you use the following web pages/apps when searching for travel information? Count % within Q20a WeChat, QQ, Weibo, QQ % within Slovenia or Montenegro Count Sometimes % within Q20a WeChat, QQ, Weibo, QQ Q20a WeChat, % within Slovenia or Montenegro QQ, Weibo, Count QQ Never % within Q20a WeChat, QQ, Weibo, QQ % within Slovenia or Montenegro Count Total % within Q20a WeChat, QQ, Weibo, QQ % within Slovenia or Montenegro Count Always % within Q20b Webpages of tour agencies % within Slovenia or Montenegro Count Sometimes % within Q20b Webpages of tour agencies Q20b Web % within Slovenia or Montenegro pages of tour Count agencies Never % within Q20b Webpages of tour agencies % within Slovenia or Montenegro Count Total % within Q20b Webpages of tour agencies % within Slovenia or Montenegro Count % within Q20c Daodao (TripAdvisor, Ctrip, Always Elong, Qunaretc) % within Slovenia or Montenegro Count % within Q20c Daodao (TripAdvisor, Ctrip, Sometimes Elong, Qunaretc) Q20c Daodao, % within Slovenia or Montenegro TripAdvisor, Ctrip, Elong, Count Qunaretc % within Q20c Daodao (TripAdvisor, Ctrip, Never Elong, Qunaretc) % within Slovenia or Montenegro Count % within Q20c Daodao (TripAdvisor, Ctrip, Total Elong, Qunaretc) % within Slovenia or Montenegro Always

Chinese Chinese tourists in tourists in Total Slovenia Montenegro 59 36 95 62.1% 37.9% 100% 56.7% 31.9% 438% 39 61 100 39.0% 61.0% 100% 37.5% 54.0% 46.1% 6 16 22 27.3% 72.7% 100% 5.8% 14.2% 10.1% 104 113 217 47.9% 52.1% 100% 100% 100% 100% 27 55 82 32.9% 67.1% 100% 30.0% 48.2% 40.2% 51 55 106 48.1% 51.9% 100% 56.7% 48.2% 52.0% 12 4 16 75.0% 25.0% 100% 13.3% 3.5% 7.8% 90 114 204 44.1% 55.9% 100% 100% 100% 100% 34 68 102 33,3%

66,7% 100%

34,3% 48

59,6% 47,9% 44 92

52,2%

47,8% 100%

48,5% 17

38,6% 43,2% 2 19

89,5%

10,5% 100%

17,2% 99

8,9% 213

46,5%

53,5% 100%

100%

100% 100%


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1,8% 114


They always use web pages of travel agencies (67.1%). Daodao, TripAdvisor, Ctrip, Elong and Qunar are always used by 59.6% of Chinese tourists in Montenegro. In total, our investigation into the methods Chines tourists use to find information about destinations such as Slovenia and Montenegro confirm that they almost always use social networks and web pages of travel agencies. Figure 7: Web pages as sources of information


Page 59


From Table 35 we can see that Chinese tourists in Slovenia prefer to travel individually (81.8%) compared to Chinese tourists in Montenegro who prefer to travel with a travel agency (60.3%). In total, nearly 57.8% of Chinese tourists prefer to travel individually. Table 35: Travel preferences Q21 - You prefer to travel Count With a travel % within Q21- You prefer to travel agency % within Slovenia or Montenegro Count Individual % within Q21- You prefer to travel % within Slovenia or Montenegro Count Total % within Q21- You prefer to travel % within Slovenia or Montenegro

Chinese tourists in Chinese tourists in Slovenia Montenegro 18 79 18.6% 81.4% 18.2% 60.3% 81 52 60.9% 39.1% 81.8% 39.7% 99 131 43.0% 57.0% 100% 100%

Total 97 100% 42.2% 133 100% 57.8% 230 100% 100%

Table 36 shows the type of travel desired by Chinese tourists. Most of those in Slovenia would like to take ‘Tito’s tour’ (73.1%), Golf tour (18.3%) and VIP shopping tour (8.6%). Most Chinese tourists in Montenegro would like to go on ‘Tito’s’ tour (70%), Golf tour (21.8%) and VIP shopping tour (8.2%). In total, a great number of Chinese tourists is interested in ‘Tito’s’ tour 71.4%, Golf tour (20.2%) and VIP shopping tour (8.4%). Table 36: Desirable travel Q22 - If you had a chance, what would be your choice? Count % within Q22 - If you had a chance, what Golf tourism would be your choice? % within Slovenia or Montenegro Count % within Q22 - If you had a chance, what Tito’s tour would be your choice? % within Slovenia or Montenegro Count VIP shopping % within Q22 - If you had a chance, what tour would be your choice? % within Slovenia or Montenegro Count % within Q22 - If you had a chance, what Total would be your choice? % within Slovenia or Montenegro

Chinese tourists Chinese tourists in Slovenia in Montenegro 17 24

41

41.5%

58.5%

100%

18.3% 68

21.8% 77

20.2% 145

46.9%

53.1%

100%

73.1% 8

70.0% 9

71.4% 17

47.1%

52.9%

100%

8.6% 93

8.2% 110

8.4% 203

45.8%

54.2%

100%

100%

100%

100%


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Total


More than 70% of Chinese tourists in Slovenia choose their hotel by themselves (Table 37). In Montenegro nearly 60% of Chinese tourists have their hotel chosen by the travel agency. Generally, 54% of Chinese tourists choose their hotel individually and 46% have it chosen by the agency that organizes their trip. Table 37: Decision-making proces about hotel accomodation Q23 - How do you choose your hotel Count By myself % within Q23 - How do you choose your hotel % within Slovenia or Montenegro Count By travel % within Q23 - How do you choose your hotel agency % within Slovenia or Montenegro Count Total % within Q23 - How do you choose your hotel % within Slovenia or Montenegro

Chinese tourists Chinese tourists in Slovenia in Montenegro 75 54 58.1% 41.9% 70.8% 40.6% 31 79 28.2% 71.8% 29.2% 59.4% 106 133 44.4% 55.6% 100% 100%

Total 129 100% 54.0% 110 100% 46.0% 239 100% 100%

Exactly 77.7% (Table 38) of Chinese tourists in Slovenia consider other tourists, tourist experts and tour operators as very important in making decisions about their holidays. In Montenegro the figure is 65.2%.


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Table 38: Important influences in decision-making proces about holiday Q24 - Do you consider other people's advice (tourists, tourism experts, tour operators) important when you decide aboutyour holidays?


Count

73

% within Q24 - Do you consider other people's advice Important (tourists, tourism experts, tour operators) important when you decide for your holidays? % within Slovenia or Montenegro

54.1% 100%

77.7%

65.2% 70.4%

21


46

67

31.3%

68.7% 100%

22.3%

34.8% 29,6%

Count Total

159

45.9%

Count % within Q24 - Do you consider other people's advice Not (tourists, tourism experts, tour operators) important when important you decide for your holidays?

86

94

132

226

% within Q24 - Do you consider other people's advice (tourists, tourism experts, tour operators) important when you decide for your holidays?

41.6%

58.4% 100%


100 %

100 % 100 %

We can conclude that Chinese tourists do consider professional advice in making decisions about their holiday. From Table 39 we can see that Chinese tourists in Slovenia usually travel with their spouse (53.8%), family and relatives (18.9 %), friends and classmates (10.4 %), business partners (10.4%), coworkers (3.8 %) and 2.8% of them travel alone. Table 39: Choice of accompanying traveller Q25 - Who usually accompanies you on your trip/holiday? Count

Chinese tourists Chinese tourists in Slovenia in Montenegro 57

33

Total 90

Husband or % within Q25 - Who usually accompanies you wife /partner on your trip/holiday?

63.3%

36.7% 100%


53.8%

25.4% 38.1%

Count

20

61

81

Family and % within Q25 - Who usually accompanies you relatives on your trip/holiday?

24.7%

75.3% 100%


18.9%

46.9% 34.3%

Count

11

Friends and % within Q25 - Who usually accompanies you classmates on your trip/holiday?

61.1%


10.4%


Page 62

7

18

38.9% 100% 5.4%

7.6%

CHINESE TOURISTS IN SLOVENIA AND MONTENEGRO: PREFERENCES, CHARACTERISTICS AND TRIP MOTIVATION Q25 - Who usually accompanies you on your trip/holiday? Count

Chinese tourists Chinese tourists in Slovenia in Montenegro 4

3

Total 7

% within Q25 - Who usually accompanies you Coworkers on your trip/holiday?

57.1%


3.8%

2.3%

3.0%

11

16

27

Count Business partners

42.9% 100%

% within Q25 - Who usually accompanies you on your trip/holiday?

40.7%

59.3% 100%


10.4%

12.3% 11.4%

Count

3

7

10

% within Q25 - Who usually accompanies you I travel alone on your trip/holiday?

30.0%


2.8%

5.4%

4.2%

0

3

3

Count Other

% within Q25 - Who usually accompaies you on your trip/holiday?

0.0%

100% 100%


0.0%

2.3%

1.3%

106

130

236

Count Total

70.0% 100%

% within Q25 - Who usually accompanies you on your trip/holiday?

44.9%

55.1% 100%


100%

100% 100%

Chinese tourists in Montenegro usually travel with family and relatives (46.9%), with husband or wife (25.4%), business partners (12.3%), coworkers (2.3%), friends and classmates (5.4%) or alone (5.4%). From these results we can draw the list of priorities that guides Chinese tourists in their choice of travel companions: they usually travel with a husband or wife, family and relatives, business partners, friends and classmates, alone or with coworkers. Most Chinese tourists in Slovenia (Table 40) organize their trips individually (54.7%), then through a travel agency, which takes care of all the aspects of the trip (25.3%), partly through travel agency (13.7%) or through their company (3.2%). Most of Chinese tourists in Montenegro organize their trips through travel agency (56.8%), then through travel agency for just a part of their trip (21.2%), through their company (15.9%) and 11.9% of


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Table 40: Organization of travel Q26 - How is your trip usually organized? Count % within Q26 - How is your trip usually organized? % within Slovenia or Montenegro Travel agency Count organizes only % within Q26 - How is your trip usually organized? part of the trip % within Slovenia or Montenegro Company in Count which I work % within Q26 - How is your trip usually organized? organizes the trip % within Slovenia or Montenegro Count I organize the trip % within Q26 - How is your trip usually organized? for myself % within Slovenia or Montenegro Count Other % within Q26 - How is your trip usually organized? % within Slovenia or Montenegro Count Total % within Q26 - How is your trip usually organized? % within Slovenia or Montenegro Travel agency organizes the whole trip

Chinese Chinese tourists in tourists in Total Slovenia Montenegro 24 75 99 24.2% 75.8% 100% 25.3% 56.8% 43.6% 13 28 41 31.7% 68.3% 100% 13.7% 21.2% 18.1% 3 21 24 12.5% 87.5% 100% 3.2% 15.9% 10.6% 52 7 59 88.1% 11.9% 100% 54.7% 5.3% 26.0% 3 1 4 75.0% 25.0% 100% 3.2% 0.8% 1.8% 95 132 227 41.9% 58.1% 100% 100% 100% 100%

Chinese tourists in Montenegro organize their trips individually. In total, we can say that Chinese tourists mostly organize their trips through travel agencies (43.6%) and individually (26%), which is also consistent with their answers regarding the source of information about their holiday destinations in Slovenia and Montenegro. From Table 41 it is evident that Chinese tourists like travelling abroad individually (52.5%) and in a group (47.5%). Chinese tourists in Slovenia like travelling abroad individually (64.1%) more than Chinese tourists in Montenegro (44.3%).


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Table 41: Way of travel Q27- How do you travel abroad? Count Individually % within Q27 - How do you travel abroad? % within Slovenia or Montenegro Count In a group % within Q27 - How do you travel abroad? % within Slovenia or Montenegro Count Total % within Q27 - How do you travel abroad? % within Slovenia or Montenegro

Chinese tourists Chinese tourists in Slovenia in Montenegro 59 58 50.4% 49.6% 64.1% 44.3% 33 73 31.1% 68.9% 35.9% 55.7% 92 131 41.3% 58.7% 100% 100%

Total 117 100% 52.5% 106 100% 47.5% 223 100% 100%

The next table (42) presents the main reasons for Chinese tourists’ travelling abroad. Chinese tourists in Slovenia decide to travel abroad because of unspoiled nature (mean value 4.09), because of family and friends' recommendation (mean value 4.06), because of cultural diversity and historical attractions of the destination (mean value 4.01). As the least important reasons for traveling abroad Chinese tourists in Slovenia listed: education (mean value 2.14), attending a conference (mean value 2.514), and honeymoon (mean value 2.55). Chinese tourists in Montenegro decide to travel abroad because of the destination's value for money (mean value 3.9), because of its cultural diversity and historical attractions (mean value 3.85) and because of family and friends' recommendation (mean value 3.44). As the least important reasons for traveling abroad Chinese tourists in Montenegro listed: honeymoon (mean value 2.44), visiting relatives and family (mean value 2,58) and because of sports and recreation (mean value 2.62).


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Table 42: Travel motives Q28 - What are the reasons for you to travel abroad (1 is the least important, 5 is the most important

Chinese tourists in Slovenia Mean

N


Std. Mean Deviation

N

Total

Std. Mean Deviation

N

Std. Deviation

Q28i Diversity of culture and historical attractions

4,012 81

1,453

3,853 109

0,768

3,921 190

1,112

Q28o Value for money

3,694 72

1,460

3,907 107

0,807

3,821 179

1,117

Q28r Unspoiled nature

4,090 78

1,281

3,433 104

0,922

3,714 182

1,135

Q28p Recommendation from family and friends

4,062 81

1,218

3,449 107

0,954

3,713 188

1,115

Q28l Well-known country

3,691 81

1,554

3,276 105

1,061

3,457 186

1,311

Q28m Cuisine

3,667 75

1,622

3,058 104

0,993

3,313 179

1,325

Q28j Wellness and spa

3,756 78

1,250

2,971 105

0,778

3,306 183

1,076

Q28n Night life and entertainment

3,455 77

1,544

3,028 107

0,995

3,207 184

1,268

Q28h Sports and recreation

3,643 84

1,453

2,624 109

0,869

3,067 193

1,263

Q28f Business reasons

2,950 80

1,574

3,101 109

1,080

3,037 189

1,310

Q28k Religious reasons

2,625 72

1,533

3,058 104

1,078

2,881 176

1,297

Q28g Attending a conference/ congress/seminar

2,514 70

1,530

3,065 107

1,049

2,847 177

1,286

Q28b Visiting friends

2,958 72

1,326

2,759 108

1,084

2,839 180

1,187

Q28d Shopping

2,616 73

1,265

2,945 109

1,044

2,813 182

1,146

Q28a Visiting family and relatives

2,769 78

1,423

2,587 109

1,002

2,663 187

1,195

Q28e Honeymoon

2,557 70

1,510

2,440 109

0,995

2,486 179

1,219

Q28c Education

2,143 70

1,011

2,642 109

1,076

2,447 179

1,076

Chinese tourists in total decide to travel abroad because of the diversity of culture and historical attractions, value for money and unspoiled nature. The least important reasons of Chinese tourist for traveling abroad are education, honeymoon and visiting family and relatives. From Table 43 we can see that Chinese tourists in Slovenia and Montenegro listed Chinese-speaking staff, Chinese food and adaptation to Chinese culture as rather important factors for choosing a destination. Among these three factors the most important for Chinese tourists in Slovenia is staff who speak Chinese (mean value 3.3) while for Chinese tourists in Montenegro the most important is adaptation to Chinese culture (mean value 3.05).


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Table 43: Factors in choosing a tourist destination Q29 - How important do you find the travel needs listed when choosing a destination abroad (1 is the least important, 5 is the most important)? Mean Chinese tourists in Slovenia


Total

ChineseChinese Adaptation to speaking staff food Chinese culture 3.306

2.659

98

91

89

Std. Deviation

1.614

1.558

1.430

Mean

2.742

2.871

3.056

N

N

2.281

124

124

124

Std. Deviation

1.195

1.196

1.198

Mean

2.991

2.781

2.732

222

215

213

1.421

1.362

1.352

N Std. Deviation

Table 44 presents types of accommodation that are used by Chinese tourists in Slovenia and Montenegro. We can notice that the Chinese tourists in Slovenia usually stay in 4**** ( 42.4%) and 5***** hotels (24.2%). Chinese tourists in Montenegro most often stay in 4**** hotels ( 81.7%) or use bed and breakfast accommodation (11.5%). In total, Chinese tourists stay in 4**** hotels (64.8%), 5***** hotels (13 %) and bed and breakfast facilities (14.3%).


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Table 44: Type of accommodation Q30 - Where do you sleep when travelling abroad? Count

4

Hotel 1-2* % within Q30 - Where do you sleep when travelling abroad? % within Slovenia or Montenegro Count % within Slovenia or Montenegro Count % within Slovenia or Montenegro Count % within Slovenia or Montenegro Count

149

28.2%

71.8% 100%

42.4%

81.7% 64.8% 6

30

80.0%

20.0% 100%

24.2%

4.6% 13.0% 2

5

60.0%

40.0% 100%

3.0%

1.5% 2.2% 0

7

100%

0.0% 100%


7.1%

0.0% 3.0%

18

15

33

% within Q30 - Where do you sleep when travelling abroad?

54.5%

45.5% 100%


18.2%

11.5% 14.3%

1

0

1


100%

0.0% 100%


1.0%

0.0% 0.4%

Count Total

107


Count Other

0.8% 2.2%

7

Count B&B

4.0%

3

Apartment % within Q30 - Where do you sleep when travelling abroad?

5

20.0% 100%

24

Hotel 5* % within Q30 - Where do you sleep when travelling abroad?

1

80.0% 42

Hotel 3-4* % within Q30 - Where do you sleep when travelling abroad?

Hostel


99

131

230


43.0%

57.0% 100%


100%

100% 100%


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4 MAIN CONCLUSIONS From the results presented above we can elicit a set of the most significant conclusions, based on the examination of the sample used for this research. These results cannot be generalized, and that is why a comparison with other studies dedicated to Chinese tourists is presented in the following chapter. The main conclusions from our research are the following: • Chinese respondents who are employed and retired travel the most (Table 8). • Chinese respondents who live in urban areas travel the most (Table 10). • Chinese respondents who travel the most earn approximately 60,000 – 120,000 CNY (8,068.79 – 16,137.58 EUR) per year (Table 11). • The average age of Chinese tourists (in Slovenia/Montenegro) is 38.5. • The number of men and women who travel (to Slovenia/Montenegro) is nearly the same (Table 7). • Over 90% of Chinese respodents have already travelled abroad before this trip (Table 12). • Asia and Europe are the most attractive tourist destinations (Table 13). • The most attractive destinations in Europe which are most visited by Chinese tourists are: France, Germany and Italy (Table15). • The most attractive and the most visited destinations in former Yugoslavia are Slovenia and Croatia (Table 16). • Chinese tourists spend from 2 to 3 days in Slovenia, but from 1 to 3 days in Montenegro (Table 18), according to the official statistical data. • Chinese tourists collect information about destinations Slovenia and Montenegro mostly from their friends, tourist agencies, brochures and Booking.com (Table 17). • The most attractive destinations in Montenegro which are most visited by Chinese tourists: Podgorica – the capital; the Skadar Lake national park and Montenegrin Coast (Table 20). • The most attractive destinations in Slovenia which are visited most by Chinese tourists are: Ljubljana – the capital; the lake town of Bled and the Postojna Cave (Table 19). • The features that Chinese tourists like best about destination Slovenia are unspoiled nature and peace, and the ones they are the least impressed by are nightlife and shopping (Table 21). © All rights reserved. Using the data without citing sources is not allowed.

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• In Montenegro, they are likewise fascinated with unspoiled nature but also historical and cultural heritage, while nightlife and cuisine come last on their list (Table 21). • Chinese tourists express moderate willingness to come back and visit Montenegro and Slovenia (Table 22). • Chinese tourists would prefer to visit Montenegro and Slovenia as a part of tourist package with other European countries or with the other countries of former Yugoslavia, than as a single destination. Specifially, Chinese tourists in Slovenia would like to visit Slovenia on a tour of Western European countries (Italy, France, Germany, Austria, Switzerland); while Chinese tourists in Montenegro would like it to be included in a tourist package covering Southern European and Mediterranean countries (Croatia, Italy, France, Spain, Greece; Table 24). • Chinese tourists want to spend approximately 4 days in Slovenia and Montenegro (Table 27). • Beside Slovenia and Montenegro, Chinese tourists chose Croatia as the most popular among former Yugoslav countries (the one they would like to visit most; Table 26). • Chinese tourists usually travel in May, June, August and September (Table 29). • Chinese tourists mostly obtain information for their trip from travel agencies, specialized sites such as Booking.com, TripAdvisor etc. and from travel books and guides (Table 30). • Chinese tourists spent approximately from 7 to 15 days and more searching and booking their last trip (Table 31). • Chinese tourists have used mobile applications for booking their trips (Table 32). • Chinese tourists like creating personalized trips completely according to their needs (Table 33) and they prefer to travel individually (Table 35). • Chinese tourists almost always use social networks and web pages of travel agencies when they looking for travel information (Table 34). • Chinese tourists consider professional advice in the decision-making process for their holiday (Table 38). • Chinese tourists usually travel with a husband/wife; family and relatives; business partners, friends and classmates, alone or with coworkers (Table 39).


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• Chinese tourists decide to travel abroad because of cultural diversity and historical attractions, value for money and unspoiled nature. The least important reasons for Chinese tourist to travel abroad are education, honeymoon and visiting family relatives and (Table 41). • Chinese tourists listed Chinese-speaking staff, Chinese food and adaptation to Chinese culture as very important factors in choosing a destination (Table 43). • Chinese tourists stay in 4**** hotels, 5***** hotels and bed and breakfast accommodation (Table 44).


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5 MANAGERIAL IMPLICATIONS AND RECOMMENDATIONS As a result of the reduction in the government regulations restricting travelling, on the one hand, and of the significant increase in the income, on the other hand, the growth of outbound tourism in the People’s Republic of China is evident. Based on several studies (Arlt, 2016); (Huang, Keating, Kriz, & Heung, 2015); (Dirlik, 1997); (Kim, Guo, & Agrusa, Preference and positioning analyses of overseas destinations by mainland Chinese outbound pleasure tourists, 2005) (Sparks & Pan, 2009); (Kim, Wan, & Pan, Mainland Chinese and Taiwanese tourists' differences in tourist attitude and behavior, 2015) (Bofulin, Raspor, Stranjančević, Bulatović, & Lacmanović, 2016) dedicated to Chinese outbound tourists, it is concluded that when tourist travelling is concerned, they actually have very similar motivations and behaviors as Western tourists, which is why analysis of their travel behavior should not be based on a simplistic cultural context. When it comes to the profile of Chinese tourists who travel to Europe and were identified in previous research studies (Andreu, Claver, & Quer, 2014); (World Tourism Cities Federation and Ipsos China, 2014); (TUI AG und Z_punkt GmbH, 2012); (World Tourism Organization and European Travel Commision, 2012); (Fung Business Intelligence Centre Global Retail & Technology, 2015); (The Goldman Sachs Group, Inc., 2015); (Assiouras, Skourtis, Koniordos, & Giannopoulos, 2015); (Suomi, Hongxiu, & Wang, 2014), it could be concluded that it is very similar to the demographic characteristics of Chinese tourists visiting Slovenia and Montenegro, determined in our study. Actually, average Chinese tourists both in Europe as well as in Slovenia and Montenegro, are usually young or middle-aged, employed, they belong to a middle to high social class and men and women travel equally often. For two thirds of Chinese tourists who travel to Europe, it is usually the first time to travel abroad. However, a vast majority of Chinese tourists who visit Slovenia and Montenegro have already travelled abroad before this trip. It could be concluded that for their first trip to Europe, Chinese tourist choose neither Slovenia nor Montenegro. These two destinations are a common choice of Chinese tourists who have already visited their favourite destinations such as Italy, France, United Kingdom, Germany and others. This is the reason why Chinese tourists included in our study have already travelled a lot. When travelling to Europe, Chinese tourists usually prefer to travel in organized groups. However, Chinese tourists visiting Slovenia and Montenegro prefer to travel individually, but – despite that – often end up travelling in organized groups, mostly due to the visa procedure. Their average stay in Slovenia and Montenegro is similar to their stay in Germany, France and Italy, but much shorter compared to the length of © All rights reserved. Using the data without citing sources is not allowed.

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stay in the United Kingdom and significantly shorter than the average stay in Europe in general. It is encouraging to learn from the data collected that Chinese tourists expressed willingness to spend more time in Slovenia and Montenegro in the future (4 days), compared to their previous visits of these two destinations (1 to 3 days). Both, Chinese tourists visiting Europe in general and those visiting Slovenia and Montenegro always visit several countries during the same trip. As far as the choice of accompanying travellers is concerned, similar results were found in both groups. Actually, the majority of Chinese tourists usually travel accompanied by family, relatives or spouse while a minority of them choose to travel alone. Travel agencies are the most important outbound tourism service for all Chinese tourists travelling abroad; and at the same time Chinese tourists who visit Slovenia and Montenegro obtain information about these two destinations from their friends, tourist agents, and brochures. Chinese tourists in Slovenia are most impressed by unspoiled nature and peacefulness of the destination, while in Montenegro they like unspoiled nature and historical and culture heritage. At the same time, the main reasons for an average Chinese tourist to visit Europe are the beauty of the landscape, and the richness of history and culture. Chinese tourists who visit Slovenia and Montenegro generally decide to travel abroad because of the diversity of culture and historical attractions, value for money and unspoiled nature. Additional key factors in the of choice destination for an average Chinese tourist in Europe are: places of interest, price and leisure possibilities. When it comes to their motivation to visit tourist destinations in the region of former Yugoslavia, according to UNWTO and ETC (2012) Chinese travellers form a mental cluster which includes Slovenia, Croatia, Serbia and Montenegro. At the same time, findings from our research indicate that the most attractive and the most visited destinations of the former Yugoslavia region are Slovenia and Croatia; and that among all the former Yugoslav countries Chinese tourists mostly prefer visiting Croatia, beside Slovenia and Montenegro. Chinese tourists visiting Slovenia and Montenegro usually travel during the months of May, June, August and September, and stay in 4**** hotels, 5***** hotels and bed and breakfast type of accommodation. They spend approximately from 7 to 15 days and more searching and booking their trip, they use mobile applications for booking, and like creating personalized trips tailored completely to their needs. Chinese tourists almost always use social networks and web pages of travel agencies when they look for travel information, and they consider professional advice in making decisions about their holiday.


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The most attractive destinations which are most visited by Chinese tourists in Montenegro are: Podgorica – the capital; the Skadar Lake national park and Montenegrin Coast. On the other hand, the most attractive and the most visited destinations in Slovenia are: Ljubljana – the capital, Bled and the Postojna Cave. Chinese tourists express moderate willingness to revisit Montenegro and Slovenia, and they would prefer to visit these countries as part of a tourist package which would include other Mediterranean destinations (France, Italy, Greece, Spain); Western European countries (Italy, France, Germany, Austria, Switzerland) or other countries of former Yugoslavia, than as a single destination. Following contemporary trends in changing Chinese outbound travellers' preferences determined by Fung Business Intelligence Centre Global Retail & Technology (2015), Slovenia and Montenegro should use their strengths and opportunities, especially the existing natural, cultural and human resources, in order to attract and satisfy this very important segment of foreign tourists. Increased interest expressed by Chinese tourists for traveling to destinations rich in natural attractions, national parks and reserves as well as to smaller cities and off-thebeaten-track destinations is the trend which perfectly fits with the characteristics of these two destinations. Having in mind that themed travel is more and more popular among Chinese tourists, Slovenia and Montenegro should develop specialized themed tourist products for Chinese tourists, based on the natural resources available, such as: culinary and wine tours, active gourmet holidays, rafting and canyoning, horseback riding, bird-watching tours, different kinds of diving, paragliding and surfing activities; golf holidays and other activities based on personal interests and hobbies. Since both Slovenia and Montenegro have a sufficient number of high-quality facilities for MICE tourism, the growing popularity in corporate incentive groups among Chinese tourists should be used as a great opportunity for the development of this very profitable kind of tourism industry at these two destinations. A growing interest in medical tourism, natural and organic lifestyles is another trend in Chinese tourists' preferences which could be successfully addressed in these two countries. Since both destinations boast well-preserved nature, they could certainly offer health and nature-related products and experiences, especially in rural areas. As multi-generational family trips are determined as one of the increasing trends among Chinese tourists, tourist offers of Slovenia and Montenegro should unequivocally provide facilities and resources appropriate for common family activities, helping maintain and develop bonds between family members.


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Due to the very favorable position of these two countries along the Mediterranean, specifically the Adriatic Sea, the popularity of cruise tours among Chinese tourists could also be taken as a significant opportunity for further increase in the number of Chinese tourists who visit Slovenia and Montenegro. The advantages mentioned above, such as natural and cultural attractions, along with valuable human resources of Slovenia and Montenegro, could only be properly valued and reflected in Chinese tourists' satisfaction if complemented by adequate tourism planning, destination management and strategic marketing activities dedicated to this specific, long-distance tourist market. These, in turn, would no doubt attract more Chinese tourists to Slovenia and Montenegro in the first place. Furthermore, certain specific elements identified in Slovenian and Croatian tourist products by Raspor et al. (2012) such as the era of socialism, as a common part of history, several well-known Yugoslavian films translated into Chinese, and special tourist packages dedicated to Josip Broz Tito, should be amended, supplemented and improved in order to suit the contemporary requirements of Chinese tourists. Additionally, these elements should certainly be more efficiently used in the promotional strategy of the entire region of former Yugoslavia as one integrated tourist destination; supporting future penetration into the Chinese tourist market.


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6 LIMITATIONS OF THE STUDY AND FUTURE RESEARCH DIRECTIONS 6.1 LIMITATIONS OF THE STUDY As the most important limitations we have identified: • The level of the sample representativeness in Slovenia and Montenegro is not the same. Actually, in Slovenia 0.25% of Chinese tourists filled the questionnaire, but in Montenegro 1% of Chinese tourists did so. • We used the occasional sample. The survey was conducted in accommodation facilities that were willing to cooperate. • In Slovenia, Chinese tourists were approached in hotels or in the street. • In Montenegro, most respondents stayed in several hotels and were brought to Montenegro by tour operators from Macedonia. • We do not know whether some respondents in Slovenia and Montenegro might have been the same. • The questionnaire had not been tested prior to being used and it was modified in the process once. It was rather long and some respondents did not answer all the questions, still they were willing to answer it because of their cultural values and the acquired code of conduct. • For the purpose of conducting the survey there was no budget avaliable. • To perform the survey we did not have professional pollsters. Instead, we used private connections that helped us conduct the research.

6.2 FUTURE RESEARCH DIRECTIONS Considering the above limitations, we are able to propose several future research directions: • The questionnaire should be shorter and more precisely formulated with carefully selected questions. Some questions such as Q7 and Q14 are poorly formulated so we may doubt that Chinese tourists understood them as intended. More questions related to IT, internet usage etc. must be added. • The survey should include Chinese tourists visiting all countries of the Western Balkans.


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• A questionnaire does not suffice for this kind of survey. Focus groups and interviews should be added as further methods of research. • The survey should be implemented throughout the year and the sample should be more representative and planned precisely.


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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


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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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