Travel And Tourism Assignment: Chinese Tourist Intent After COVID-19
Task: Write a research report examining the intent of Chinese tourists after the end of COVID-19 epidemic.
The research on travel and tourism assignment signifies that the tourism industry of China is considered to be one of the profitable and growing industries of the country, which is effectively contributing to the economic growth of the nation. A global COVID-19 pandemic has hit the economy of the entire world. Most importantly, the pandemic has affected the industry activities and economic growth of entire China . The spread of this deadly virus was huge. Slowly and gradually, the country has become successful in reducing the curve of new transmissions. Now, the Chinese government has announced that they have effectively controlled the spread of this virus. The tourism industry was badly hit due to the outbreak of this virus. After getting control over the virus, the Chinese tourists have started to think about visiting tourist spots across China.
Background of the research on travel and tourism assignment
Majority of the Chinese People love travelling during their leisure times. Tourism is one of the popular and fastest growing industries in China. Tourism industry is one of the leading contributors towards the economic growth of the nation. The recent pandemic not only has reduced the tourism activities of the industry, but also it has forced the government to impose complete lock-down in several places across China . Therefore, majority of the Chinese stayed back in their homes until the virus get controlled. Now, the Chinese government has made an announcement that they have controlled the outbreak of the virus quite strongly. After the fear and lockdown, people of China are again seeking for travelling and tourism activities to get back into the normal life. On the other hand, the Chinese Government also wants to normalise the trade activities after getting strong control over the deadly coronavirus.
The aim of this study developed in the travel and tourism assignment is to examine the intent of the Chinese Tourists after getting control over the COVID-19 regarding their travelling and tourism plans.
Herein travel and tourism assignment, the final study will meet the following objectives:
- To investigate the behaviour of Chinese Tourists regarding their travelling plans after the COVID-19 situation
- To investigate the issues and concerns associated with the decision making process of the Chinese Tourists in tourism planning
- To investigate the demands of the Chinese Tourists regarding outbound and inbound tourism activities.
- To investigate the vision of the government regarding resuming of the tourism activities.
- Research Questions based on the case scenario of travel and tourism assignment
- What is the behaviour of Chinese Tourists regarding their travelling plans after the COVID-19 situation?
- What are the issues and concerns associated with the decision making process of the Chinese Tourists in tourism planning?
- What are the demands of the Chinese Tourists regarding outbound and inbound tourism activities?
- What is the vision of the government regarding resuming of the tourism activities?
It is evident in the travel and tourism assignment that the first case of COVID-19 was identified in the Wuhan City of China. The source of this virus is still debatable. Entire Western Media has reported and covered that Chinese are major responsible behind the outbreak of this virus. On the other hand, Chinese Government has taken a clear stand on this matter and stated that China is not responsible behind the outbreak of this pandemic . The major reason behind these debates between Chinese Government and Western Governments mentioned in the travel and tourism assignment is the slowdown of the economic growth of the affected countries. The first case of this COVID-19 took place in China. After the outbreak of this virus in China, COVID-19 was not only restricted to China, but it spread like a cancerous diseases across the globe. After China; South Korea, Japan, Iran, Italy, Spain, the United Kingdom, The United States of America, and India are badly hit due to this outbreak of COVID-19. One important root cause of the spread of this virus from Wuhan City of China to other parts of the world has been identified. It is identified in the context of travel and tourism assignment that international travelling and tourism activities allowed this virus to get spread from one people to another . Therefore, Chinese government went for complete lockdown. The business activities of the entire industries reduced to zero. Similar to other industries, the activities of tourism industry also reduced to zero to stop the transmission of this virus.
What are the issues and concerns associated with the decision making process noted in the travel and tourism assignment?
This is positive news for all the Chinese that the country has become successful in controlling the virus entirely. Near about 80 thousand Chinese were infected by this deadly coronavirus. The pandemic COVID-19 took the life of almost 4,000 Chinese. Slowly and gradually, entire China is going through the economic re-structuring period. The government is withdrawing lockdown slowly and gradually in phases . It is also expected that the activities of the tourism industry will get normalised gradually. Still different cases of COVID-19 infection are coming out from different provinces of China. Therefore, the Chinese Communist Government does not want to take any risk to lose the strong hold over the virus . However, this is also identified in the travel and tourism assignment that people are somehow concerned about making plan of normal travelling and tourism activities in near future until the COVID-19 situation is totally controlled across the globe.
The government is planning for recovery of the grpowth and normalisation of the tourism industry. Different international organisations and agencies are conducting reviews and surveys to understand the views and perception of the Chinese tourists . The views of Chinese Tourists from 30 different Chinese provinces are being taken. It is identified in the travel and tourism assignment that almost 60 percent of the respondents have agreed that they will positively think about the planning of tourism activities once the situation becomes normal. On the other hand, 27 percent of the respondents have stated that they are yet to decide whether to make travel and tourism plan or not . Most important, 13 percent of the respondents have decided that they will not make travel and tourism plans for a long-run due to the fear of further transmission of this deadly coronovirus. Hence, all the three types of customers are highly concerned and they have one common issue.
The common issue is total control over the virus by Chinese Government and governments of other countries across the globe. The rapid transmission of this virus and absence of vaccine is causing fear amongst miillions of people across China to get back into the normal social life . Therefore, majority of the Chinese are looking for strong hold over the virus. This particular strong hold over the virus can significantly influence the Chinese tourists whether to plan for travelling and tourism or not. This is the only and major issue.
Demands for Outbound Tourism among Chinese Tourists
In order to understand the demands of outbound tourism among the Chinese Tourists, it is highly essential here to discuss the numbers of infections across different parts of the world. Popular European countries like Spain, France, Italy, and The United Kingdom are considered to be popular tourist spots among Chinese. The research on travel and tourism assignment signifies that apart from these European nations, United States of America, Brazil, India is also considered as popular tourist spots among the Chinese Tourists .
Looking into the current scenario, it is identified in the travel and tourism assignment that all of the above mentioned countries are massively hit by this pandemic COVID-19. Most importantly, it is also identified herein travel and tourism assignment that inbound and outbound tourism activities in the above mentioned countries are strictly prohibitated. Eeven the local people in the above mentioned countries are not thinking about travelling and roaming due to huge transmission of the virus. The Chinese people have experienced the deadliness of the virus . Therefore, they do not want tp get infected again due to the travelling to the badly hit countries. The Chinese government along with the common people have get rid of the virus in diffcult ways. Therefore, the Chinese do now want to lose the strong hold over the virus. Apart from the above countries mentioned in the travel and tourism assignment, the Chinese also love to travel to the Asian countries Japan, South Korea, Hong Kong, Macau, and Vietnam etc. Hemnce, it is highly predictable that the demands of the Chinese tourists regarding travelling to the tourist spots of Japan, South Korea, Vietnam, Macau, Hong Kong, and Thailand will get increased effectively during the post COVID-19 situation as the numbers of infected people in these places are less and under control .
Planning of Chinese Government regarding Travel and Tourism Activities
Despite the growing demand, the Chinese Tourists need to make sure and acknowledge this fact that the Chinese Communist Government will take the ultimate decision. The Chinese Government almost flattered the curve of new CIOVID-19 cases. Hence, the announcement of the government spokesperson will come very soon that the tourism activities will resume very shortly. Overall, it is clear on the travel and tourism assignment that it needs to be acknowledged that China is a socialist country run by communist government in which the government takes the ultimate decision. As China is not a democracy. Therefore, the people have to look for the notifications and announcements made by the government. Till then, it is important here for the people across China to follow the government’s regulations and stay safe as well as healthy.
Now, the Government of China has started several industries. Some tourism sectors are opened in the local level of different provinces across China. Mostly, the government is trying to open all the manufacturing sectors as the manufacturing industries generate majority of the employments. The readings utilized to prepare the travel and tourism assignment illustrates that the Chinese government is planning that they will re-open the tourism industry slowly and gradually once the pandemic situation comes under control across the globe. This will help in reducing the chances of infections among the Chinese Tourists. Hence, the Chinese Government is focusing on the steps of “WHO” and other nations across the globe to revive and re-open all the travel and tourism activities.
Consumer Decision Making Theory of Consumer Behaviour
The Chinese Tourists are feeling bored due to this pandemic situation, social distancing, home isolation, and lock-down. As soon as the virus comes under control, the majority of the Chinese tourists will make plan for the travelling and tourism. Overall, the behaviour and decision making process of the Chinese Tourists need to be analysed through consumer behaviour theory, which is also known as consumer decision making process theory.
Figure 1: Factors Influencing Consumer Intension and Decision Making
This consumer decision making process theory basis the case scenario of travel and tourism assignment is comprised of five stages, which analyse the purchasing behaviour of a particular customer or group of consumers. In this case, the Chinese Tourists are considered to be major consumers. First step is need recognition and the Chinese Tourists will look for identifying those places, which will have limited or zero impact of deadly coronavirus. Second stage is search for information and the Chinese Tourists will look for government-based sources regarding selection of any tourism place. Herein travel and tourism assignment, evaluation of alternatives is considered to be third stage and the Chinese Tourists will select a particular travel or tourism destination to satisfy the needs . Purchase decision is the fourth stage and the Chinese Tourists will look for reputed hotels and reputed restaurants during the purchasing of the services. Overall, the Chinese Tourists will look to purchase the safe options. Post-purchase evaluation is the last stage and the Chinese Tourists will share their experience with their friends and relatives. This will be the possible process of the purchasing behaviour and intension of the Chinese Tourists.
Research Methodology and Data Collection
This research work provided in the travel and tourism assignment will be conducted either with the help of qualitative methodology or with the help of quantitative methodology. These are two types of research methodology. Qualitative methodology is an important market research method which concentrates on obtaining the important data and information through conversational and open-ended communication. In this methodology, researchers generally consider the views of the people, their perceptions, and their perspectives to gather the required information. On the other hand, quantitative methodology is an important market research method that applied different mathematical formulas, statistical formulas, and scientific methods to analyse the gathered information . In this quantitative method, researchers usually collect numeric data. This particular research work is about investigation of the intensions and consumer behaviour of the Chinese Tourists. Hence, the objective is to get numeric information about the behaviour of numbers of people towards the research theme and research topic explored in the travel and tourism assignment. Therefore, number of responses should be analysed to meet the objectives. Therefore, the selection of quantitative methodology will be justified in the final research on travel and tourism assignment.
Research philosophy is also an important element of selecting specific research technique. The philosophy of conducting a research is usually divided into two aspects. One is interpretivism philosophy. And the other is positivism, research philosophy. The positivism research philosophy is nothing but the use of scientific methods in which the researchers think that dealing with numeric or statistical information will be effective to meet the objectives . On the other hand, interpretivism philosophy is nothing but encouraging the researchers to select a particular research technique within the travel and tourism assignment to understand the humanitarian view of a particular research topic. The aim of this study is to evaluate the behaviour of the Chinese tourists. Therefore, the main objective mentioned in the travel and tourism assignment is to get numeric information about the behaviour of numbers of people towards the research theme and research topic. Hence, number of responses should be analysed to meet the objectives As a result, selection of positivism philosophy will be important in final research.
Similar to the philosophy, selection of a particular approach of doing research is also important. Deductive and inductive are two types of research approaches. Deductive approach of doing research is to test the created hypothesis through the application of existing theories. Inductive approach is nothing about crating objectives of research and collecting data based on the objectives to get a new theory and new outcome . Considering the characteristic of this research work provided in the travel and tourism assignment, selection of the inductive approach will be justified as objectives are created and these objectives should be met.
Data Collection and Sampling
Primary and secondary are two important data collection techniques. Primary data collection technique is sourcing of live, raw, and fresh information through filed and interactive works. On the other hand, secondary technique is sourcing of huge numbers of data from existing resources. In this research on travel and tourism assignment, primary data collection technique will be adopted due to several reasons . First of all, this will help in sourcing authentic and fresh information. Secondly, the authenticity of the secondary information is doubtful as the secondary research works are done by others. Primary data gathering technique will be adopted here looking into these aspects.
100 local tourists of China will be selected to know their opinion. A questionnaire of 10 close-ended questions will be distributed among 100 local tourists. Most importantly, ethics of the research work will be maintained throughout the investigation process. The personal information of the respondents will not be shared. Moreover, the respondents will not be forced to share their views as per the wise and thoughts of the researcher. Overall, the respondents will not be forced and the collected data will not be tampered to maintain ethics.
Total 100 local Chinese Tourists will be selected to collect the information. Non-probability sampling technique has been adopted due to limited number of respondents. Herein travel and tourism assignment the sample size is 100 as 100 respondents will be selected for the final research.
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