The European tourism industry also needs to go further with its understanding of Chinese tourists' city origins and gain an understanding of how this may have shaped their values and influence the benefits they experience during any tourism experience.
For example, as the capital ever since the founding of the People's Republic of China in 1949, Beijing's city culture has been characterized by "power" and "elitism". Beijing residents' consumption motivation is, therefore, very much about the feeling of "power". European tour industry players should, therefore, factor this "power" benefit into their marketing.
Shanghai's culture is also strong but quite different from Beijing. Open far more and far longer to various European cultures, Shanghai has evolved into a far more modern city and the residents, while "elitist", value "sophistication" and "modernity" far more than Beijingers.
This does not necessarily mean that the European tourism industry should adapt its offerings according to these very different Chinese city cultures but that the benefits and experiences across these cultures will vary and this needs to be understood clearly if long-term relationships are to emerge.
For example, Beijing and Shanghai residents consume many identical brands, from cars to cosmetics, but the benefits sought and the interpretation and meaning of consumption varies according to the sub-cultural values. A Shanghai resident will feel "sophisticated" when driving a brand new, top of the range BMW while a Beijinger will value "power".
Hangzhou, not far from Shanghai, also boats a very proud past. When greeting residents of Hangzhou, reference should not just be made to Hangzhou's status as a former capital city but also to the breathtakingly beautiful West Lake. Care should also be taken not to associate Hangzhou natives with Shanghainese for there is fierce rivalry between the two geographically proximate cities.
China's regional and city sub-cultures are crucial to long-term success in the European tourism sector and do have practical marketing implications too. For example, natives of southern province of Guangdong are famous for their appreciation, production and consumption of fine cuisine. Guangdong residents visiting Europe, therefore, will cast more than a keen eye on food offerings generally, not just the Chinese food available.
Chinese leaders and their place of birth and family origins also contribute significantly to Chinese national and regional sub-culture; none more so than the founding father of the People's Republic of China, Mao Zedong. He was born and raised in Central China's Hunan province, whose natives, therefore, will react warmly on hearing this while on vacation.
Northeast China is often presented as one of the most culturally homogenous of China's regions, consisting of three provinces: Liaoning, Jilin and Heilongjiang. However, once again city sub-cultures are strong and any knowledge gained by tourism players may prove vital.
Heilongjiang, which borders Russia to the north, has been more influenced by international cultures than the other two provinces. In particular, the capital city, Harbin, has gained considerable international fame with its annual ice festival. Harbin residents, therefore, tend to be far more "modern" and "sophisticated" than those from the other provincial capital cities.
Southwest China is also often assumed to cover a relatively homogenous regional sub-culture. But within this region two cities dominate, each with quite different city sub-cultures. Chengdu, capital city of Sichuan, is widely acknowledged across China as a city of "relaxation" with a relatively carefree culture. Famous for tea houses and a laidback attitude to work, Chengdu residents are far more likely to value any European tourism venture where their experience results in a similar "relaxed", "carefree" benefit.
In contrast, Chongqing, one of four cities administered by the central government, has a history closely associated with heavy industry. Natives of Chongqing have not, therefore, been influenced by the relatively relaxed pace of life in neighboring Chengdu and will not be amused to be greeted as residents of Sichuan province (of which Chongqing was a part till recently).
Pride and nostalgia across China are also explained and understood by any history in the production of certain famous products. A major example can be found in China's southern province Guizhou and the spirits brand Maotai. Chinese tourists native to this area will be very pleased to be told that "their" Maotai brand is known, even if not consumed, across Europe.
Segmenting Chinese tourists according to their specific tourism itineraries and consumption choices is important but in order to gain a crucial insight into the benefits sought and gain a lasting relationship, a more detailed knowledge and understanding of their particular sub-cultural influences is required.
The author is a visiting professor at the University of International Business and Economics in Beijing and a senior lecturer on marketing at Southampton Solent University's School of Business. The views do not necessarily reflect those of China Daily.
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