Fig. 1.1. Impact Matrix. Source: UNIVERSITÀ DI BOLOGNA sede di Rimini, Master in
Gestione e Sviluppo dei Servizi Turistici. Customer satisfaction e destinazione turistica. 2005.
Available from:
http://www2.stat.unibo.it/mignani/Didattica/economia/customer%20e%20destinazione.pdf [Pdf] Last access: 07/06/2018.
Fig. 1.2. Association Dimensions. Source: Future Brand, Country Brand Index 2014-15.
Available from: https://www.futurebrand.com/uploads/CBI2014-5.pdf [Pdf] Last access: 06/06/2018.
Fig. 2.1. Chinese GDP per capita compared to the one of the main economies. Source:
Oxford Economics for InterContinental® Hotels Group (IHG®), The Future of Chinese Travel The
Global Chinese Travel Market. Available from: https://www.ihgplc.com/chinesetravel/src/pdf/IHG_Future_Chinese_Travel.pdf [pdf], Last access: 01/07/2017.
Fig 2.2. Uncommon Prosperity. Source: The economist Group, Rich province, poor province.
The government is struggling to spread wealth more evenly, “Regional development” Oct 1st 2016,
https://www.economist.com/news/china/21707964-government-struggling-spread-wealth-more- evenly-rich-province-poor-province [html] Last access: 16/12/2017.
Fig. 2.3. The Share of Household in Each Income Level Will Shift Dramatically by 2020.
Source: ATSMON Yuval, MAGNI Max, Meet the Chinese consumer of 2020, McKinsey & Company, March 2012. Available at: https://www.mckinsey.com/global-themes/asia- pacific/meet-the-chinese-consumer-of-2020 [Html] Last access: 23/11/2017.
Fig. 2.4. Total Overseas Spending by Chinese Tourists, 2017E-2021E (USD Bil.). Source:
World Tourism Organization (UNWTO) World Tourism Barometer. Volume 15, Issue 5, October
2017 Print ISSN: 1728-9246. Available from:
http://cf.cdn.unwto.org/sites/all/files/pdf/unwto_barom17_05_october_excerpt_.pdf [Pdf] Last access: 26/11/2017.
Fig. 2.5. Border Crossings from Mainland China. Source: COTRI (China Outbound Tourism
Research Institute), More Than 100 Million Chinese Outbound Trips For the First Nine Months, November 26, 2016 https://www.cruiseindustrynews.com/cruise-news/16040-cotri-more-than-100- million-chinese-outbound-trips-for-the-first-nine-months.html [html] Last access: 16/12/2017.
Fig. 2.6. Favourite destinations for the Chinese tourist in Italy. Source: Oxford Economics
for InterContinental® Hotels Group (IHG®), The Future of Chinese Travel The Global Chinese
Travel Market. Available from:
https://www.ihgplc.com/chinesetravel/src/pdf/IHG_Future_Chinese_Travel.pdf [pdf], Last access: 01/07/2017
112
Fig. 2.7. Top 20 most popular destinations. Source: Resonance Consultancy Ltd, Where
Chinese Are Traveling in 2016, 16/03/2016. Available from: http://resonanceco.com/blog/chinese-
travelers-in-2016/ [Html] Last access: 26/11/2017.
Fig. 2.8. Chinese Outbound Tourists Information Search Category. Source: Ipsos: Market
Research Report on Chinese Outbound Tourist (City) Consumption 2015. Available at: https://www.ipsos.com/sites/default/files/2016-06/021.1-Chinese-Outbound-Tourist.pdf [pdf] Last access: 26/02/2017
Fig. 2.9. Most Used Resources for Overseas Trip Planning in 2017. Source: WEINSWIG
Deborah, Chinese Outbound Tourists - More Diverse, More Sophisticated, Forbes, Fung Global Retail & Technology and China Luxury Advisors, 10/08/2017. Available at:https://www.fungglobalretailtech.com/wp-content/uploads/2017/08/Chinese-Outbound-
Tourists%E2%80%94More-Diverse-More-Sophisticated-August_10_2017.pdf [pdf] Last access: 29/11/2017.
Fig. 2.10. Average shopping spend as share of trip budget. Source: WILLIAMS, Hunter,
Prepare For Turbulence: The Chinese Traveler Of Today And Tomorrow. Oliver Wyman, 2017.
Available from: http://www.oliverwyman.com/content/dam/oliver-
wyman/v2/publications/2017/jul/The_Chinese_Traveler_of_today_and_tomorrow_WEB.pdf [Pdf] Last access: 16/02/2017
Fig. 2.11. China’s middle class as percent of urban household. Source: ISKYAN, Kim: How
China’s middle class will save the world (of consumerism). Truewealth Publishing, “Stansberry Churchouse” 26/08/2016. Available from: https://stansberrychurchouse.com/china/how-chinas- middle-class-will-save-the-world-of-consumerism/ [Html] Last accesss: 03/03/2018
Fig. 3.1. Main incoming markets -2015. UniCredit (edited by) in collaboration with Touring
Club Italiano: Rapporto sul turismo 2017, Centro Studi Touring Club Italiano, 17/07/2017. Available from: https://www.unicredit.it/content/dam/ucpublic/it/chi-siamo/documents/noieleimprese/UC-- TCI-2017-low.pdf [Pdf] Last access 23/03/2018.
Fig. 3.2. Top 10 cities for presence for historical-cultural interest - 2015. UniCredit (edited
by) in collaboration with Touring Club Italiano: Rapporto sul turismo 2017, Centro Studi Touring Club Italiano, 17/07/2017. Available from: https://www.unicredit.it/content/dam/ucpublic/it/chi- siamo/documents/noieleimprese/UC--TCI-2017-low.pdf [Pdf] Last access 23/03/2018.
Fig. 3.3. Tourists Movement in the Veneto region-Annual numbers. Source: U.O. Sistema
Statistico Regionale: Movimento turistico nel Veneto: Presenze per anno. Available from:http://statistica.regione.veneto.it/jsp/linea.jsp?tipo=Presenze&x2=1&comprensorio=s&apt=s [Html] Last access: 10/04/2018.
Fig. 3.4. Tourists Movement in the Veneto region-Annual arrivals and stay: origin: China. Source: U.O. Sistema Statistico Regionale: Movimento turistico nel Veneto: Movimenti per
anno - Provenienza: Cina Available from: http://statistica.regione.veneto.it/jsp/lineax.jsp?&x2=1&comprensorio=s&apt=s&stato=63_Cina [Html] Last access: 10/04/2018.
Fig. 3.5 Tourists Movement in the Veneto region-Monthly tourist numbers in Veneto: origin: China. Source: U.O. Sistema Statistico Regionale: Movimento turistico nel Veneto: Presenze
per mese nel Veneto - Provenienza: Cina - paese di provenienza: Cina. Available from:
http://statistica.regione.veneto.it/jsp/barre.jsp?tipo=Presenze&x2=1&comprensorio=s&apt=s&anno =2017&stato=63_Cina [Html] Last access: 10/04/2018.
Fig. 3.6 Tourists Movement in the Veneto region-Annual numbers according to tourism facilities and areas. Source: U.O. Sistema Statistico Regionale: Movimento turistico nel Veneto:
113 Movimento annuale per tipo di esercizio e comprensorio - Anno 2017. “Elaborazioni Regione Veneto, Ufficio di Statistica su dati Istat - Regione Veneto” Available from: http://statistica.regione.veneto.it/jsp/turi1.jsp?D0=2017&D1=REGIONE+VENETO&D2=00Totale
+anno&D3=Movimento+annuale+per+tipo+di+esercizio+e+comprensorio&B1=Visualizza [Html] Last access: 10/04/2018.
Fig. 4.1. The most used airports by Chinese tourists: Traffic to / from Italy. Sourrce:
Sapia, Patrizia; Di Agostino, Mara (edited by): Dati di traffico - 2016. “ENAC (Ente Nazionale per
l’Aviazione Civile)”. Available from:
http://www.enac.gov.it/La_Comunicazione/Pubblicazioni/info-1512426776.html Last access: 06/09/2017.
Fig. 4.2. Venice Airport in numbers. Source: Gruppo SAVE, Venice Airport Analysis: Venice
Marco Polo Airport. Traffic flows CY 2017 - Key figures. “Commercial & Mktg Aviation
Department”. February 2018.
Fig. 4.3. The VCE medium &long haul network account for 10% of total traffic. Source:
Gruppo SAVE, Venice Airport Analysis: Venice Marco Polo Airport. Traffic flows CY 2017 - Key
figures. “Commercial & Mktg Aviation Department”. February 2018.
Fig. 4.4. Frequency Table, Touchpoints used to collect data. Source: PATT Francesco,
Destination Personality - Venezia Marco Polo, “B-sm@rk L.t.d.”, 2018.
Fig. 4.5. Frequency Table, Visited/Not visited EU respondents. Source: PATT Francesco,
Destination Personality - Venezia Marco Polo, “B-sm@rk L.t.d.”, 2018.
Fig. 4.6. Barplot, frequencies between Visited/Not visited EU respondents. Source: PATT
Francesco, Destination Personality - Venezia Marco Polo, “B-sm@rk L.t.d.”, 2018.
Fig. 4.7. Barplot, frequencies between EU Experienced/Not EU Experienced respondents.
Source: PATT Francesco, Destination Personality - Venezia Marco Polo, “B-sm@rk L.t.d.”, 2018.
Fig. 4.8. Barplot, frequencies for age between Millennials/Not Millennials respondents.
Source: PATT Francesco, Destination Personality - Venezia Marco Polo, “B-sm@rk L.t.d.”, 2018.
Fig. 4.9. Frequency Table, Millennials/Not Millennials respondents. Source: PATT
Francesco, Destination Personality - Venezia Marco Polo, “B-sm@rk L.t.d.”, 2018.
Fig. 4.10. Barplot, frequencies for preferred tourist experiences. Source: PATT
Francesco, Destination Personality - Venezia Marco Polo, “B-sm@rk L.t.d.”, 2018.
Fig. 4.11. Barplot, frequencies for preferred European destinations. Source: PATT
Francesco, Destination Personality - Venezia Marco Polo, “B-sm@rk L.t.d.”, 2018.
Fig. 4.12. Barplot, frequencies for used airlines. Source: PATT Francesco, Destination
Personality - Venezia Marco Polo, “B-sm@rk L.t.d.”, 2018.
Fig. 4.13. Barplot, frequencies for used airport. Source: PATT Francesco, Destination
Personality - Venezia Marco Polo, “B-sm@rk L.t.d.”, 2018.
Fig. 4.14. Barplot, emotions distributions EU Experienced/ Not EU Experienced respondents. Source: PATT Francesco, Destination Personality - Venezia Marco Polo, “B-sm@rk
L.t.d.”, 2018.
Fig. 4.15. Barplot, frequencies for age between EU Experienced/Not EU Experienced respondents. Source: PATT Francesco, Destination Personality - Venezia Marco Polo, “B-sm@rk
114
Fig. 4.16. Barplot, frequencies for gender between EU Experienced/Not EU Experienced respondents. Source: PATT Francesco, Destination Personality - Venezia Marco Polo, “B-sm@rk
L.t.d.”, 2018.
Fig. 4.17. Barplot, frequencies for residence status between EU Experienced/Not EU Experienced respondents. Source: PATT Francesco, Destination Personality - Venezia Marco Polo,
“B-sm@rk L.t.d.”, 2018.
Fig. 4.18. Barplot, frequencies for employment level between EU Experienced/Not EU Experienced respondents. Source: PATT Francesco, Destination Personality - Venezia Marco Polo,
“B-sm@rk L.t.d.”, 2018.
Fig. 4.19. Barplot, frequencies for educational level between EU Experienced/Not EU Experienced respondents. Source: PATT Francesco, Destination Personality - Venezia Marco Polo,
“B-sm@rk L.t.d.”, 2018.
Fig. 4.20. Barplot, frequencies for preferred tourist experiences- Millennials. Source:
PATT Francesco, Destination Personality - Venezia Marco Polo, “B-sm@rk L.t.d.”, 2018.
Fig. 4.21. Barplot, frequencies for preferred European destinations to visit -
Millennials. Source: PATT Francesco, Destination Personality - Venezia Marco Polo, “B-sm@rk
L.t.d.”, 2018.
Fig. 4.22. Barplot, frequencies for used airlines- Millennials. Source: PATT Francesco,
Destination Personality - Venezia Marco Polo, “B-sm@rk L.t.d.”, 2018.
Fig. 4.23. Barplot, frequencies for used airport- Millennials. Source: PATT Francesco,
Destination Personality - Venezia Marco Polo, “B-sm@rk L.t.d.”, 2018.
Fig. 4.24. Barplot, emotions distributions between Millennials/Not Millennials. Source:
PATT Francesco, Destination Personality - Venezia Marco Polo, “B-sm@rk L.t.d.”, 2018
Fig. 4.25. Barplot, frequencies for age between Millennials/Not Millennials respondents.
Source: PATT Francesco, Destination Personality - Venezia Marco Polo, “B-sm@rk L.t.d.”, 2018.
Fig. 4.26. Barplot, frequencies for gender between Millennials/Not Millennials respondents. Source: PATT Francesco, Destination Personality - Venezia Marco Polo, “B-sm@rk
L.t.d.”, 2018.
Fig. 4.27. Barplot, frequencies for residence between Millennials/Not Millennials respondents. Source: PATT Francesco, Destination Personality - Venezia Marco Polo, “B-sm@rk
L.t.d.”, 2018.
Fig. 4.28. Barplot, frequencies for employment status between Millennials/Not Millennials respondents. Source: PATT Francesco, Destination Personality - Venezia Marco Polo,
“B-sm@rk L.t.d.”, 2018.
Fig. 4.29. Barplot, frequencies for educational level between Millennials/Not Millennials respondents. Source: PATT Francesco, Destination Personality - Venezia Marco Polo, “B-sm@rk
L.t.d.”, 2018.
Fig. 5.1. Chinese OTAs Online Market Share. Source: DE GENNARO, Anthony: How to
Attract Massive Amounts of Chinese Tourists? Dragon Social, 08/05/2017. Available at:
https://www.dragonsocial.net/blog/how-to-attract-chinese-tourists/ [html] Last access: 08/03/2018.
Fig. 5.2. China News homepage: percieved as complicated by Western users. Source:
CHENG, Yunnuo; NIELSEN, Jakob: Are Chinese Websites Too Complex? “Nielsen Norman Group” 6/11/2016. Available from: https://www.nngroup.com/articles/china-website-complexity/ [Html] Last access: 28/05/2018
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APPENDIX
The survey was made in Chinese and then translated into Italian because the client (SAVE Group) is an Italian firm.
#
DestinationPersonality research: Venezia “Marco Polo” 2017 [focus
audience cinese]
Questa ricerca è frutto di una collaborazione tra
Gruppo SAVE S.p.A. - Aeroporti di Venezia (VCE) e Treviso (TSF) e b-sm@rk Ltd.
这项研究是 Gruppo SAVE S.p.A. - Aeroporti di Venezia (VCE) e Treviso (TSF) 和 b-sm @ rk（意大利 爱尔兰公司）合作的结果。
Compilando questo questionario parteciperà ad una ricerca
sulla percezione di destinazioni Europee e servizi aeroportuali dello scalo Venezia MarcoPolo. 完成这项调查，您将帮助我们开发一个情感营销研究，帮助我们改进 威尼斯泰塞拉 - 馬可·
波羅機場( Venezia MarcoPolo)提供的服务
Precisiamo che non esiste una risposta “corretta” o “errata”.
没有“正确”或“错误”的答复，每个人都必须自由地回答每个提出的问题。
Il tempo di compilazione previsto è di circa 5-10 minuti. 以下调查只需您 5-8 分钟的时间
Garantiamo l’anonimato delle risposte al questionario e il trattamento dei suoi dati secondo le leggi vigenti sulla privacy.
116 Cartina dell’Italia con indicazione dell’ubicazione dell’aeroporto Venezia Marco Polo -
《威尼斯泰塞拉 - 馬可·波羅機場》的意大利地图上显示的位置
[DOMANDE “AEROPORTO/DESTINAZIONE”]
1) Ha mai viaggiato in Europa? 你来过欧洲/意大利吗？
a- Si (Passa alla domanda 2) 来过 （去问题 2）
b- No (Passa alla domanda 10) 从来（去问题 10）
117