Resumen de The emerging market of Chinese tourists: exploring potentials in rural Denmark
Chinese tourists have been ascribed the role of a large, fast-growing, high spending market of international travelers to which destinations around the world would wisely pay attention in order to get their market share. Much emphasis has been put on the sheer size of this potential market, while less attention has been paid to the actual potential and what it might entail when it comes to the specifics of Chinese tourists as a group. Very little has been said about the diversity that would logically characterize a market of this size, and about the potential diversity in tourism developments that this market may underpin. Likewise, the fact that different destinations may benefit very differently from a large emerging market like the Chinese tourists, a group that logically contains many subgroups with various characteristics, needs and demands when travelling, has largely been ignored. So far, the significance of the Chinese market has been directed at the large urban centers at a European scale, and numbers also suggests that this is where the Chinese tourists are currently having the greatest impact. The question is whether smaller rural destinations would also be able to benefit from this emergent market, and this study therefore aims to contribute to a more nuanced and critical view of what may constitute the potential of this emerging market, and it aims to explore different ways in which rural destinations may also benefit.
