Posted: July 6th, 2015

What Kinds of Travel Experience Do Chinese Tourists Expect in French Riviera

Chinese in French Riviera

French Riviera is also widely known as the Côte d’Azur, a name that was invented by a French politician and writer Stephen Liegeard in his book La Côte d’Azur in 1886. Fisher (2005) argues that in the late 19th century, French Riviera was chiefly a winter destination. Wealthy northern European used to visit French Riviera to free the harsh winter season. However, in the early 20th century, French Riviera became a popular summer destination for a number of American celebrities such as Gertrude Stein, Rudolph Valentino, Zelda Fitzgerald, and F Scott all arriving to satisfy their stardust. Despite the higher prices and overcrowding in summer, French Riviera has a continuing appeal, and many devotees return year after year. Unsurprisingly today, French Riviera is one of the major tourist destination centers in the world. This literature review describes the various tourist destinations in French Riviera. In addition, it examines various Chinese tourists’ behaviors. Lastly, it looks at the means French Riviera tourism bureau is using to win more Chinese tourists.

According to a 2003 World Tourism Organization (WTO) report, China has become the leading source of the tourism market. WTO reported that the Chinese spent more than US$100 billion abroad in 2012. This figure is eight times the figure reported in 2000. Chinese are big spenders especially when it comes to products designed in France. For this reason, the number of Chinese in French Riviera is constantly growing. Jian et al. (2010) contend that Chinese are big spenders and they adore luxury-shopping missions. According to 2014 Global Blue data, for six consecutive year, Chinese buyers account for 62 percent of all extravagance purchases in Europe. Global Blue stated that chinese are the biggest spenders in the world, disbursing on average 850 euros per business deal.

Tourism Administration of China (TAC) recounted that in 2013 more than 97 million Chinese tourists travelled abroad. Jiao (2013) avows that the rise in Chinese disposable income, rapid urbanization and easing of international travel restriction are some of the reasons behind mounting number of Chinese international holidaymakers. According to Ryan and Gu (2009), the business council of Chinese has also stimulated Chinese international travels by publishing sequences of ‘Guidelines for tourism and national recreation (2013-2020)’ that inspire Chinese to take funded vacation. The council’s objective is to encourage social organization, government agencies, public institutions and industries to endorse the use of paid vacation.

French Riviera Tourists Attraction Features

The classy, modish, elegant and shoreline strip, French Riviera, stretches from Menton near Italy border to Saint-Tropez. French Riviera is a stylish tourist’s end point. Some top tourists attraction features in French Riviera includes the following; nice city, Saint-Tropez town, Cannes beaches, Monaco city, hillside village, Cap-Ferrat, Menton, and Antibes beach. The Nice city attracts tourists owing to its strategic location on the seaside, charming Mediterranean character, and balmy weather. The Nice town is the typical French Riviera recourse town. Besides sunbathing on the beaches, cycling and rollerblading there are many historic and cultural attractions in Nice town. Saint-Tropez is a seaside town that attracts tourists from all over the globe. Segreto, Manera and Pohl (2009) avow that Saint-Tropez is a small town that offers outdoor cafes, and enjoyable shady squares. Tourists enjoy basking in the sun on the beaches and taking strolls along the coast.

During the summer season, colorful sunshades line the Cannes sand beaches. Cannes is known for its upscale and exclusivity. Due to the calm and warm Mediterranean water swimming in Cannes beaches is delightful. Well-known for its admired picture-postcard setting and yacht race, Monaco city has a special status in French Riviera. The royal family palace built in 1215 is located in this city. Tourists visit the royal palace to ascertain its splendor: 15th-century paintings; a Louis XV living room; and the throne room with its magnificent renaissance hearth. A nice-looking hillside Eze village is the French Riviera cut stone. This charming village lies on a steeptop of hill above the Mediterranean Sea. The village attracts tourists who enjoy hiking and nature walking. Arfin (2013) states that on a cloudless day, tourists can take a distance view of the coastline all the way from Saint-Tropez to Italy.

Located between Monaco and Nice, the Cap-Ferrat is a slender cape with some of the best-looking sceneries of the French Riviera. Many of the private villas are located along Cap-Ferrat coastline stretch. In Cap-Ferrat tourists’ tour around outstanding gardens such as Spanish and Florentine Garden, French garden, and traditional Japanese garden with fishponds and waterfalls. The pretty village of Menton relishes impeccable warm, sunny climate that favors citrus fruits growth. Fisher (2005) argues that the most impressive part of Menton Village is the Old Town, which has a distinguishing Italian atmosphere. The Menton village has a museum containing works by Picasso, Dufy, and Chagali among others. Furthermore,the village has stunning garden, Jardin Bioves, full of outlandish trees.

Hebard et al. (2012) avow that tourists enjoy many beaches choices at French Riviera, ranging from private beaches with coastline eateries to public beaches. Antibes village has two main tourist destination along the coast Juan-Les-Pins and Cap d’Antibes cape. These two coastline areas are perfect for basking, and they are famous for their sandy shores and pristine nature. They also offer picturesque pathways that are perfect leisure walking and hiking.

French Riviera is positioned to the East of the point where the Apls meet the Mediterranean sea. Regardless of being one of the most northerly coast on the Mediterranean sea, French Riviera delight in a stunning mild to warm climate all through the year. Segreto, Manera and Pohl (2009) argue that French Riviera is one of most spectacular and attractive area in France, boasting a subtropical climate, vineyards, sandy beaches and an average of 300 sunshine days a year. Silver (2001) reports that for a long period France Riviera has been a favored European tourist destination. The majority of the tourists head to Paris. However, the number of Chinese tourists visiting French Riviera has rapidly increased in the recent years. Consequently, Chinese Tourists are increasingly becoming an essential market for the French Riviera tourist industry. French Riviera administration is anxious to capitalize on this market and is doing its best to attract Chinese tourists, one of the world richest tourists.

Reasons why more Chinese are travelling to France Riviera

According to Tourism Administration of China, more than 26.4 Chinese tourists travelled abroad in the first quarter of 2014, this was 17 per cent growth compared with the same period in 2013. The number of Chinese tourists is increasing mainly because of growing number of middle-class citizen and the rising disposable income, for this reason Chinese tourism are becoming the main source of tourism income over the world. According to a newly conducted research 36 per cent of Chinese tourists spend between $90-325 per day, 28 percent spend between 326-810 per day, and more than 15 percent spend more than $1,620 in a day. This research indicates that there is an extremely rich group with a very high marginal propensity to consume.

Hebard et al. (2012) affirm that the Chinese tourism market was ranked number 19th in French Riviera. According to Regional Tourism Committee (CRT), the number of Chinese in French Riviera has increased in the past five years. Eric Dore, CRT director in the French Riviera, reported that Chinese tourists spend on average €176 per day as opposed to €110 spent by French tourists. The market is therefore working extra hard to furnish the needs of these newly emerging customers who represent a vital market for the future. The Chinese tourists favor Monaco, Cannes and Nice cities. When sojourning in French Riviera, Chinese tourists are not particularly interested in cultural activities such as Museum. Instead, the prefer spending the day on the beach and French Riviera retail stores, as a French brand product are about 30 per cent cheaper in France than in China.

A few generations ago, international travels from China were greatly restricted due to its communist ideology. Local tourism within China or Asia has been dominant mainly because of language barriers absences, geographical proximity, and affordability. However, this trend have abruptly changed more Chinese tourists are travelling to any corner of the world. The relaxation of travel regulation to France including visa-free initiatives Tahiti, fast-track visas for France and the Reunion Islands has enhanced Chinese travel to France. France has a range of Chinese tourist’s luxury product shops- think of Cartier watches, Louis Vuitton handbags, etc. However, well-heeled young Chinese tourists aged between 25 and 35 years are ignoring luxury products as they are becoming more well-informed about what is available on internet and are choosing to show their uniqueness by visiting fashionable, stylish places in France Riviera (Prayag, Khoo-Lattimore and Sitruk 2015).

Kanigel (2002) argues that wine related activities and casinos attract Chinese tourists in French Riviera. Mainly because of the lucrative nature connected to these leisure pursuits. Another positive nature of Chinese tourists is that many of them prefer to visit French Riviera during the off-season period, between October and January. This makes French Riviera tourism industry unswerving and steady throughout the year. CRT has fitted certain measures in place to increase the number of Chinese tourists in French Riviera. For example, ensuring that Chinese credit card, the second worldly used after Visa, is used in a more established way. Strategies are also on the move to increases the number of restaurants in French Riviera and making sure that they provide food staffs that cater for the Chinese eating habits and taste.

According to Kanigel (2002), about 1.4 million Chinese tourists head to France each year. Loveemongkol (2008) maintains that the increase in Chinese tourism to France Riviera can be partiallybe associated with bilateral relationship China and France have enjoyed for a number of decades. Prayag, Khoo-Lattimore and Sitruk (2015) indicate that the year 2014 marked the 50th anniversary of a diplomatic relationship between France and China. Approved Destination Status (ADS) are some of tourism agreement between China and France that has significantly contributed to marketing and cross promotion of the French tourism industry in China.     

Chinese Tourists’ Behavior

Chinese holidaymakers are different to other tourists in terms of their conducts, interest, philosophy, culture, values and demands. According to Jiao (2013), Chinese tourists desire restaurant with staffs who can converse in Mandarin. Chinese tourists adore such a hotel because it is possible for them to communicate with the staff in case of a problem. Chinese tourists like better tour signs, menu and brochures written in Mandarin. In France Riviera, very few restaurants have exit signs, smoke-freesigns, brochures and quite signs written in Chinese language. Mao (2008) avows that language is a very important element in tourism industry. According to Ryan and Gu (2009), guest house with emblems written in Mandarin language makes the Chinese tourists feel appreciated. Signs written in Mandarin not only make the work of a tour guide easier but also they help the Chinese tourists to comprehend the environment they are in.

Accommodation is an aspect to the Chinese tourists. Swarbrooke and Horner (2007) assert that Chinese tourists have a special accommodation requirement. Chinese prefer to stay in a hotel in place of backpacker or a motel. Taunay (2013) indicates that Chinese likes to reside on three stars and above hotel. Owing to cultural diversity between western countries and China, Chinese tourists have different expectations and request about their accommodations. Most Chinese tourists prefer to be provided with luxury hotel lobby instead of a deluxe hotel room. Chinese admire what looks pleasant from the outside than inside. They believe that outlook shows the power, social position and ability of a person. In China, more luxury means more ability and power, and more respect in the society.

Gong and China (2007) argue that requirement and expectation of Chinese tourists about their meal are not multifaceted. Chinese tourists prefer Chinese food for dinner and lunch and hot food as breakfast. Chinese tourists like buffet style for breakfast, because they believe it is more valuable than any other meal. Chinese tourists enjoy Chinese meals that a travel agent specifically prepares for them.

Chinese tourists prefer to shop in Chinese shops. Chinese has a different cultural background that influences their decision on what to buy and where to get it. The Chinese do not prefer to shop in European shops for two main reasons: language barrier and opening hours. Chinese tour guide usually takes tourists to Chinese shops mainly because the majority of Chinese tourists cannot communicate in French or English. Furthermore, many Chinese-owned shops have a Chinese assistant who provides language services to Chinese tourists. Loveemongkol (2008) reiterates that Chinese tourists do not get enough shopping time in Europe, Europeans close their shops too early, many Chinese prefer to do their shopping after dinner. Contrariwise, Chinese shops are closed late meet Chinese tourists demands. Moreover, their products mainly target Chinese tourists.

According to Tourism and Events Queensland research, Chinese independent tourists want to unwind and relax while visiting deferent places with pronounced natural attractions. They like to experience different culture and enjoy the coziness of a developed nation. Often Chinese tourists are ready to learn something new, visit manmade and natural attractions and experience value for money. Chinese tourists desire honest appreciation and respect and a high level of enthusiasm, a good understanding of their culture and positive attitude from tourism service providers. Cultural understanding include recognizing the diversity of Chinese tourists with changing expectation and needs depending on their tourism experience, travel style, age, level of income and where they live.

Chinese tourists look forward to great services and eye-catching treatment. If they do not feel welcome, and they are social media authors and prolific bloggers, negative information will spread quickly. Chinese tourists adore impeccable service delivery in a respectful manner. They demand fast, timely, and accurate response. Chinese tourists maintain a businesslike approach when relating to hotel staffs. In case of any issue, the Chinese tourists find it better when addressed by a highranking person. In case of an argument, it is important to keep emotions out of voice and face, body language non-threatening and most all, remain patient.

A sense of security makes the Chinese tourists feel secure and comfortable. Chinese tourists like tourists’ destination with safety messages available both in Chinese and in English. Ashworth and Goodall (2012) contend that the host country have a duty to care for its visitor’s safety. Safety is a major concern to Chinese tourists, for this reason; every tourist operator must consider presenting safety information. The safety information may be presentedinforms of written material translated into Chinese, videos, audios and using Chinese staffs. Chinese like a warm welcome to any tourist destination. They like to be addressed in a simple language. The operator should mind much about the attitude rather than pronunciation. A mere greeting in Mandarin creates a worthy impression, desire and effort to welcome the Chinese tourists. Aged Chinese tourists value welcome from the general manager or any other senior staff. Chinese prefer verbal greeting to physical contact such handshake. In general, Chinese do not like to be touched by strangers. According to Chinese culture, it is unprofessional to refer to a Chinese by fist name. A Chinese fill respected when addressed by surname.

There are two groups of Chinese that visits French Riviera; the middle-class and high-end tourists. Middle-class tourists’ traditionally practice domestic tourism and travel to nearby Asian destinations. However, onthe rare occasion they visit Europe. When visiting Europe, middle-class tourists does so in a well-organised tours that enable them cover many countries in a short time. In French Riviera,middle-class tourists reside in mid-range hotels for very few days mainly because the tour costs are firmly controlled by the tour financiers. The high-end tourists are the affluent Chinese citizens with very high purchasing power. Most often high-end tourists do not book organized tours they have personal themed itinerary. In French Riviera, high-end tourists reside in 4 to 5 stars hotel, and they are less troubled about the price.

Although, the number of Chinese international travelers has exponentially increased only 10 percent who travel to outside the Asia-pacific area. In year 2012 Director of Regional Tourist Board (CRT) of Aquitaine, Brigitte Bloch, said that the number of Chinese tourists at the moment was very low. Brigitte Bloch also stated that more than 90 percent of tourists in France are Europeans and French, followed by Americans. Chinese accounted for less the 1 per cent tourists in 2012. The director claimed that CRT has much work to do in order to make France Chinese tourists’ single destination.

French Riviera Marketing Strategies

The CRT in French Riviera has taken an initiative to advertise its tourist industry on Chinese social media networking sites like Weibo. Chiu and Silverman (2012) maintain that Chinese internet users are more likely to purchase a commodity recommended by other users in the social network. There are more than 700 million internet users in China, and more than 80 per-cent have a social media account. Huang (2014) avers that there are about eight brands of social media in China and more than 38percent of Chinese making buyingassortments under the stimulation of the an countersignature they find on social media podiums. The French Riviera tourism department has realized that in order to attract more Chinese tourists, advertise through social media platform in China. Yu, Asur and Huberman (2011) claim that China, more than in any other nation, people spends more time online and, for this reason, companies must deepen their Chinese social media network knowledge.

Microblogging website (Weibo) also known as Sina, is equivalent to Facebook and Twitter. Just like Twitter and Facebook Weibo allows users to post characters like links, pictures and videos. It is a massive micro-blogging site that has more than 200 million active users. Huang (2014) postulates that because of Chinese are fond of the internet and make extensive use their phones, to access social networks CRT French Riviera has invested thousands of dollars on Weibo. By the end of 2014, CRT French Riviera had run tourism campaigns on Weibo with more than 12 partners comprising contests and games to attract tourists. French Riviera’s social media advertisement has proven effective in promoting its market in China. French tourist department usually create and share tourists’ highly shareable content on China’s social media.

It is difficult to capture the diverse and huge Chinese tourism market. According to Ashworth and Goodall (2012), the issue of providing high quality product and high standard services to Chinese tourists is a top priority for tourist companies who would wish to capture a share in the booming Chinese tourism market. Arfin (2013) puts plainly that the current tourism market in French is not able to provide services to Chinese tourists, as they would expect, apart from for some few destination. In French Riviera, Chinese suffer from lack of maps, brochures and signs written in Chinese. In a nutshell, many French tourist companies, small or big, are not conversant with Chinese tourists needs. For this reason, French Riviera restaurant have started sponsoring employees to learn and train on how to deal with Chinese clients. Ryan and Gu (2009)contend that the first step in the direction of meeting Chinese tourists demands is to understand their cultures and why they are so demanding.

French Riviera tourism bureau is trying to win more Chinese tourists by establishinga strong partnership with Chinese local tourism agencies. The majority of tourists from China travel in groups. According to a recent tourism agency of China report, group tourism accounts for 70 per cent of Chinese travelling. According to Rogers (2007), Chinese prefer to travel in group forthe followingreasons: language barrier, many people in China cannotcommunicate in European languages therefore traveling in group allows the operator to provide a group guide; visa filing, agencies make visa processing process quick and easier; Chinese has a group culture, they are used to do things in a group; price benefit, travelling in a group is much cheaper than travelling alone.France Riviera tourism bureauis makingits tourism market well known to the Chineseagencies. Mao (2008) avows that Chinese agencies are generally hard to obtain, they have specific requirement and work with contracts. However, with a reliable and strong media marketing one can win their loyalty.

Television and film are a form of communication commonly used to inform the Chinese public of a tourists destination. A move watched by millions of Chinese leaves a lasting memory and can greatly intensify the destination demand. A hit TV series aired in Chinese local TVs overwhelmingly influences the public. Today in China, film and other cinematographic materials are making the Chinese consumer believe in what them sees. Although, this is an expensive endeavor it efficiency is remarkable. French Riviera bureau is considering placing their brand in films and other audiovisual varieties and make the disseminated through Chinese TV Stations.

David (2011) argues that having a website in China perhaps is the first action needed to make new product know to Chinese consumers. The “rendezvous en France” website in Chinese displays pictures of various shops, to attract interested Chinese tourists. Chinese tourists love to travel to a land with surprising goods and elegant services. French Riviera tourism bureau has installed their website in China, to guarantee faster loading. Doing Press relation in China is also essential. Yu, Asur and Huberman (2011) argue that press relation allows industries to promote their services and products to a big number of citizens in China. This communication is primarily about testimonials and feedbacks from people who have visited a certain destination. Jian et al. (2010) claim that online public relation in China is increasing at rapid rate particularly in the tourism industry. According to Chiu and Silverman (2012), one new article on a Chinese can be viewed more than ten thousand times.

French Riviera is making use of stars and opinion leaders to attract Chinese tourists. Stars and the key opinion leaders have an ability to influence a lot of Chinese people. They have networks of fans who follow their movement and discuss what they post in social media. These leaders are highly respected, and they have a strong influence on large number of people. For example, Angela Baby, a Hong Kong star, had gigantic amounts of comments when he disclosed his experience in France Riviera on his Weibo account.

French Riviera tourism bureau is increasing the number of Chinese staffs working in restaurants. An increasing number of restaurant attendants who can communicate Mandarin is drawing the attention of Chinese tourists. French Riviera has provided discount prices, guaranteed booking and Chinese staff to a Chinese travel agent. Many restaurant managers in French Riviera expressed that Chinese group tourists are their most valuable customers.

To attract more Chinese in French Riviera restaurants are offering Chinese tourists’ opportunity to access many varieties of Chinese’s food, at least once per day. They are ensuring Chinese tourists have access to hot water so that they can fill their tea flasks. Chinese are also giventhe opportunity to sample fresh local food, mainly the seafood like fresh oysters and kangaroo meat. The restaurant are making sure the food ingredients are presented in a simpleChinese language or images, giving Chinese tourists information about the sources and food ingredients, how and where it is cultivated and any other relevant information about the food. French Riviera has many hotel with rooms set up specifically to make Chinese visitors comfortable. The hotel management ensure there are the following items in a room occupied by Chinese: local map written is simple Chinese; satellite/cable Chinese TV channels, and explanation of their services charges in simplified Chinese language.

Conclusion

Current Chinese tourists to French Riviera are typically well travelled Chinese with an above-average level of income. Their visits to French Riviera are primarily influencedby their desire to visit a place where they will exchange they money with quality services and products. This paper has demonstrated that today’s tourism destination can be put in the market and be sold primarily because the tourism market is increasing faster than before. To increase the number of tourists from China, French Riviera must provide product and services that meet Chinese tourists’ expectations. Chinese shoppers have reformed their way of inquiring about a product or brand and the way they decided whether to purchase or not. The Chinese do the above-mentioned activities under the inspiration of social media. French Riviera tourism bureau have realized that for it to win many Chinese tourists it must understand their purchasing behavior, use social media to promote its business, and their diverse cultures.

 

 

 

 

 

 

 

 

 

 

 

References

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