Annual Report of China Outbound Tourism Development 2011（English Verison）

Contents
?Preface
?Chapter One An Overview of the Development of China’s Outbound Tourism in 2010
Section Ⅰ:The Main Features of China's Outbound Tourism Market in 2010
1.1 the outbound tourism market expanded significantly due to continuous improvement of the macro environment.
1.2 outbound tourism destinations remained steady with small changes and the travel to Taiwan continued to heat up.
1.3 obviously promoted by shopping, consumption grew on a large-scale.
1.4 the market characteristics of aging emerged and the Internet served as a major channel for information and reservations.
1.5 outbound tourist satisfaction has improved significantly compared with 2009.
Section Ⅱ:Main Features of the Business Operation of Outbound Tourism in 2010
2.1 the scale of outbound travel agencies remained in stable condition, and their business operation remained outstanding.
2.2 a national market speeds up to take shape, and region-wide competition accelerates the market evolution.
2.3 substantial progress has been made in opening up to foreign travel agencies, and domestic travel agencies will improve quality through orderly competition.
2.4 the entrusted-agent system is being orderly implemented on the base of pilot experiments throughout the country, which will quicken the pace of the changing industrial development mode.
2.5 the tourism industry chain extension is being accelerated, and group development boosts the differentiation of the strong and the weak.
?Chapter Two Analysis of China's 2010 Outbound Tourism Market
Section I: Impact of Domestic Environment
1.1 Steady Growth of Overall Economic Output and Per Capita Income Level
1.2 Slight Rising of the RMB Exchange Rate Causing the Changes of Outbound Tourism Conditions
1.3 An Overall Upward Trend of CPI Index with Limited Impact on Outbound Tourism
1.4 People’s Income Increases Effectively, Stimulating the Outbound Tourism Consumption.
1.5 Continual Heating-up of Taiwan-bound Travel with ECFA boosting Cross-Strait Tourism Exchange
1.6 Imagination of Outbound Tourism Market Enriched by the Successful Holding of World Expo
Section Ⅱ:Impact of the International Environment
2.1 The Sustained Improvement Foreign Economic and Political Cooperation
2.2 More Convenient Visa Application Policy
2.3 Marketing Efforts Strengthened by Destination Countries and Regions in China
Section Ⅲ: Impacts of Related Market Environment
3.1 Further Opening Trends of Outbound Tourism
3.2 More Regulated and Standardized Market Supervision
3.3 The Increasing Significance of Aviation Influence
3.4 Wide Concern Caused by the Risks in Outbound Tourism
3.5 The Increasingly Facilitated Overseas Payments
3.6 More Standardized and Improved Medical Insurance Service
?Chapter Three The Operational Characteristics of China’s Outbound Tourism Industry in 2010
Section Ⅰ:The Industry Features of Outbound Tourism
1.1 A Lower Threshold for Market Access but Scale Remained Stable with Qualitative Development on the Horizon
1.2 Acceleration of National Market’s Forming with Area-wide Competition Speeding up Market Evolution
1.3 Orderly Expansion of Approved Destinations, More Space to Implement Business Activities
1.4 Rapid Growth of Outbound Tourism Demand along with Steady Improvement in Business Operations
SectionⅡ: Trends in Outbound Tourism Operations
2.1 Outbound Tourism Opened to Foreign Travel Agencies and Domestic Travel Agencies were Confronted with Both Challenges and Opportunities.
2.2 Trust-agent System was Made an Attempt All over the Country and the Transformation of the Industrial Development Mode was Speeded up
2.3 The Tourism Industry Witnessed Various Forms of Competitions and the Development of Travel Agency Groups Accelerated the Division between the Strong and the Weak.
2.4 Online and Offline Expansions were Unfolding and Tourist Satisfaction Became the Primary Purpose
Section Ⅲ:The Development and Innovation of Outbound Tourism Products
3.1 Special Tourism Products Enjoyed High Favor
3.2 Brand Building Became the Guide of Products Development and the Key for Competitive Advantages
?Chapter Four Market Structure and Consumption Traits of 2010 Outbound Tourism
Section I: Market Structure
1.1 Market Situation
1.2 Market Structure
1.3 Composition of Major Destination
Section II: Overall Analysis
2.1 Variables in Outbound Tourists’ Consumption
2.2 Demographic Characteristics of Outbound Tourists
2.3 Factors Influencing Consumers’ Decisions
2.4 Characteristics of Outbound Tourists’ Consumption Decisions
2.5 Characteristics of Outbound Tourists’ Consumption
2.6 Evaluation and Future Projections for Outbound Tourism
2.7 Correlation Analysis of Demographic Characteristics of Outbound Tourists and Tourism Consumption
Section III: Consumption Characteristics of Mainland Chinese Tourists in Major Destinations 92
3.1 Analysis of Mainland Chinese Tourists’ Consumption in Hong Kong SAR
3.2 Macao SAR
3.3 Taiwan China
3.4 Japan
3.5 USA
3.6 Australia
3.7 South Africa
Section Ⅳ:Analysis of Outbound Tourists’ Satisfaction
4.1 Statistical Analysis of Visitors’ Satisfaction
4.2 Integral Satisfaction and Quality Perception Index of Tourism Elements
?Chapter Five Research on Major Tourist Source Market
Section I: North China Market
1.1 Economy Overview
1.2 Development of Outbound Tourism
1.3 Development of Exit Ports
1.4 Case Study—Beijing
Section Ⅱ: East China Market
2.1 Economy Overview
2.2 Development of Outbound Tourism
2.3 Development of Exit Hubs
2.4 Case Study - Shanghai
Section Ⅲ: South China Market
3.1 Regional Economy Overview
3.2 Development of Outbound Tourism
3.3 Development of Exit Ports
3.4 A Case Study of Guangzhou
Section Ⅳ:Southwest China Market
4.1 Economy Overview
4.2 Development of Outbound Tourism
4.3 Development of Exit Ports
4.4 Case Study－Chongqing
4.5 Case Study—Chengdu
?Chapter Six Development Trends and Recommendations for China’s Outbound Tourism in 2011
Section Ⅰ: Development Trend for Outbound Tourism in 2011
1.1 Outbound Tourism Scale and Consumption Will Continue to Expand Quickly
1.2 Outbound Tourism Destinations and Ways of Going Abroad are More
1.3 The Industry Will Have a Clearer Orientation to Open Up. Wholesale and Retail Systems Will be Promoted
1.4 Problems Remain Prominent
Section Ⅱ: Proposals for China’s Outbound Tourism Development
2.1 Recommendations to Government Authorities
2.2 Recommendations to Tourist Enterprises
2.3 Recommendations to Tourist Destination Countries/Regions