Electronic marketing for China outbound tourism : implications from Chinese online travellers

E. Wu, Chun Hung Roberts Law, C. Zhang

Research output: Chapter in book / Conference proceedingConference article published in proceeding or bookAcademic research


Online travellers may exhibit distinct traveller behaviour in different travelling decisions. Their requirements are the primary considerations for E-marketing strategies and services provided to these online users. An investigation was recently conducted to understand the outbound tourism preferences of Chinese online travellers. By comparing the survey results with another similar study from Chinese general population, some differentiation aspects of online travellers are identified and then tailor-made E-marketing strategies are proposed for the fast growing population of Chinese outbound tourists through online channels.
Original languageEnglish
Title of host publicationInformation and communication technologies in tourism 2012 : proceedings of the International Conference in Helsingborg, Sweden, January 25-27, 2012
Number of pages11
ISBN (Electronic)3709111420, 9783709111420
ISBN (Print)9783709111413
Publication statusPublished - 2012
EventInternational Conference on Information and Communication Technologies in Tourism -
Duration: 1 Jan 2012 → …


ConferenceInternational Conference on Information and Communication Technologies in Tourism
Period1/01/12 → …


  • Electronic marketing
  • Information search
  • Outbound tourism
  • Recommender systems

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