Change search
ReferencesLink to record
Permanent link

Direct link
The World Heritage on Öland: An investigation into the Motivations of Chinese Travelers toTravel abroad
Linnaeus University, School of Business and Economics, Department of Organisation and Entrepreneurship.
Linnaeus University, School of Business and Economics, Department of Organisation and Entrepreneurship.
2016 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The aim of this research is to explore how Öland could attract Chinese tourists to sustain its development. This study is conducted on the basis of group interviews among 20 respondents selected from Chinese tourists. This research reveals that learning and experiencing, building a social relationship and enjoying natural landscape are the major reason for Chinese tourists traveling abroad, among which, the main motivations for Chinese tourists visiting Öland is the attractive spot. The research finds that not many Chinese tourists have been to Öland before. However, among those who have been, they said that Borgholm Castle was the most attractive tourist spot. The major approaches for Chinese tourists accessing information of Öland are travel agencies, travel apps, TV shows, movies and the internet , whereas little marketing strategies such as advertising (in Chinese) and cooperating with local travel agencies has been utilized by the government. An analysis of the key motivations of Chinese tourist reveals one challenge in attracting Chinese tourists facing the government: Öland is not well recognized as a World Heritage among Chinese tourists compared to other popular travel destinations. The strength and weakness of Öland tourism indicates that Öland need to take more active marketing strategies to brand their tourism targeting Chinese tourists.

Place, publisher, year, edition, pages
2016. , 31 p.
Keyword [en]
Öland tourism, Chinese Tourists, Tourism motivation, Qualitative Data Analysis, Attractions
National Category
Business Administration
URN: urn:nbn:se:lnu:diva-55746OAI: diva2:955253
Subject / course
Business Administration - Other
Educational program
Entrepreneurship, Master Programme, 60 credits
Available from: 2016-08-29 Created: 2016-08-25 Last updated: 2016-08-29Bibliographically approved

Open Access in DiVA

The World Heritage on Öland(1141 kB)8 downloads
File information
File name FULLTEXT01.pdfFile size 1141 kBChecksum SHA-512
Type fulltextMimetype application/pdf

By organisation
Department of Organisation and Entrepreneurship
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 8 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

ReferencesLink to record
Permanent link

Direct link