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Il Turista Cinese - ELINA MESSINA - Stati Generali del Turismo Roma Capitale - 5 Ottobre 2012

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Il Turismo Cinese
Elina Messina
Università Roma Tre

Pit Stop a Roma venerdì 5 [tutto il giorno] e sabato 6 Ottobre [la mattina] con gli Stati Generali del Turismo della Capitale.
Al Palazzo dei Congressi, Governance del Turismo di Roma Capitale e gli operatori del settore dedicano una giornata e mezza del loro tempo per incontrarsi e fare un punto della situazione, appunto un Pit Stop.

http://www.btoeducational.it/calendario/romeisrome/

Published in: Education
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Il Turista Cinese - ELINA MESSINA - Stati Generali del Turismo Roma Capitale - 5 Ottobre 2012

  1. 1. STATI GENERALI DEL TURISMO - Roma Capitale - 欢迎来到罗马 (huan ying guang lin Luoma)Prof. Elina Messina Roma – 5 Ottobre 2012
  2. 2. I mercati emergenti Brasile – Russia – India – Cina – Sud Africa Sri Lanka – indonesia – Malesia – Messico – ArgentinaProf. Elina Messina STATI GENERALI DEL TURISMO DI ROMA CAPITALE 2012
  3. 3. Il turista cinese: questo grande sconosciuto…  25 – 55 anni  35 – 55 anni  Viaggia in gruppo  Viaggia in piccoli gruppi o da solo  Non è indipendente  Itinerario customizzato  Spende poco per mangiare e dormire  Non bada a spese per dimore suggestive o ricercatezze  Spende molto per shopping enogastronomiche locali  Visita molti posti in pochi giorni (solo  Ama lo shopping di lusso  Cerca l’esperienza autentica anche in città) destinazioni poco note/ anche viaggi  Non è interessato a percorsi monodestinazione naturalistici  Ama la cultura, la musica  Si aspetta ciabattine e spazzolino classica, l’Opera, i paesaggi naturali  Golf  Mangia cibo cinese in camera e  Si aspetta il servizio di qualità vorrebbe il bollitore… eccellente  È fortemente stagionale  È relativamente stagionaleProf. Elina Messina STATI GENERALI DEL TURISMO DI ROMA CAPITALE 2012
  4. 4. Analisi SWOT della destinazione Roma FORZE DEBOLEZZE • Marchio Italia • Numero ridotto di voli diretti • Arte e Cultura • Poca cultura dell’accoglienza in cinese • Made in Italy • Poca attenzione agli aspetti culinari • Status Symbol (colazione – bollitore) • Poche indicazioni in cinese • No credit card cinese (China Union Pay) • Alto costo della vita • Poca Sicurezza • Lentezza concessione visti • Stereotipi legati ai cinesi • Prodotto ROMA ancora in fase start up • Concorrenza Frankfurt e Paris ma per Ia Cina ( ADS solo da settembre anche Svizzera!!!!! 2004 !!! ) • Promozione concorrenza su internet e • Crescita Segmento FIT operazioni di co-marketing • Crescita segmento Lusso • Concessione visti più veloce negli altri • Alta capacità si spesa pro capite paesi Shengen • L’Italia non è la prima tappa del Grand Tour MINACCE OPPORTUNITÀProf. Elina Messina STATI GENERALI DEL TURISMO DI ROMA CAPITALE 2012
  5. 5. Organizzazione Cinese Enti Viaggio CONSIGLIO DI STATO CNTA – China National Tourism Administration CTA – China Tourism Association (più di 600 agenzie autorizzate tutte pubbliche)Prof. Elina Messina STATI GENERALI DEL TURISMO DI ROMA CAPITALE 2012
  6. 6. Obiettivi indagine e proposte operative Accoglienza Survey turisti Survey guide Formazione Promozione Sinergia Survey adv cinesi Survey alberghi RomaProf. Elina Messina STATI GENERALI DEL TURISMO DI ROMA CAPITALE 2012
  7. 7. 谢谢(Xiè Xie)再见(Zài Jiàn)

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