|
Abstract:
The world
is changing, new markets, target groups, trends and new technology require
focus on a more targeted and cost-effective product development, distribution
and marketing of Norway as a destination. With future uncertainty in relation
to several of Norway’s established industries, including the oil and gas
industry, Norway needs better profitability and higher growth in traditional
competitive industries. Norway is a nation that is largely dependent on
revenues from oil and gas. These are non-renewable energy sources, i.e., energy
sources that are used up and that we can run out of. Norway is a country with
spectacular nature, and as a nation and destination it should be even more
involved: as the opposite of oil, as a future for future generations, and as
potentially one of the best holidays and tourist nations. Norwegian tourism is
a natural counterpart to the precious oil. Norway has good prospects for
success in a future national and international tourism markets. Today
China is the largest potential source market for tourism in the world. In
addition to this, the Chinese travellers are also the ones in the world who
spend by far the most money during a trip. In 2019 it was reported that Chinese
travellers spent about 255 billion U.S dollars overseas, exceeding all other
countries. The Chinese tourist market is a great opportunity for Norway, where
the tourism industry will be able to contribute to increased employment and
better economy. Europe has seen a rapid increase of Chinese tourism in recent
years, where Norway is considered one of the main destinations in the Nordic
country tourism. However, Norway does not attract a large share of the Chinese
outbound tourism when compared with other European countries such as Germany,
the UK or France. The most recent numbers shows that Chinese tourists accounted
for only 4 per cent of all foreign guest nights in Norway first half of 2019. The
purpose of this research is to figure out how the Norwegian tourism industry
can improve communication with Chinese tourists. The thesis will have a clear
objective to explore how to increase satisfaction of Chinese tourists in
Norway, in order to increase outbound Chinese tourism flows towards Norway. The
research will focus on analysing the Chinese outbound tourist’s satisfaction
level in Norway, and understanding their satisfaction level, we can identify
the expectations and demands of the Chinese tourist in different areas when
travelling in Norway. The research findings will contribute to service
providers discovering new information about this tourist group, and further
understand which areas the Norwegian tourism industry needs to focus its
attention on regarding destination branding and development.
|
