Name1…………………………………………………………
Name.2…………………………………………………………
Group: …………………..
What to show for the skill test:
• Marked texts
• Chosen themes with key concepts and sub concepts (full list)
• Associations between themes and concepts, displayed in a conceptual
model.
• A support for the model in text
Skill test Transcript 1: How to win Chinese tourists?
Story highlights
This month's "On China" discusses the country's outbound tourism
Because of the booming economy in China, more tourists choose to travel abroad
Chinese tourists prefer destinations in Asia Pacific and book tickets, hotels through
mobile
Tourism market dynamics within China change within months
CNN's flagship monthly feature program dedicated to covering China takes on one of the
hottest global topics: the surge of Chinese tourists across Asia and around the world.
From the government's guidelines for how Chinese travelers should and shouldn't behave, to
investment opportunities for those looking to get in on a burgeoning business, On China:
Join CNN's Kristie Lu Stout as she explores China's ever expanding role on the global stage
and how the modern Chinese tourist is shaping the world we live in today.
Her guests this month: Martin Rinck, president of Asia Pacific, Hilton Worldwide, Jane Sun,
COO of Ctrip.com International Ltd. and Xu Chen, researcher at China Tourism Academy.
Kristie Lu Stout: We are in Beijing airport, on track to the world's biggest transport hub, and
we've seen this incredible surge in the number of Chinese tourists traveling overseas. Last
year, 100 million Chinese left the country to travel overseas. That number is set to double by
year 2020. Why? What are the driving forces behind this growth?
Jane Sun: I think a couple of reasons. First of all I think the Chinese GDP growth rate is very
strong. Income level is increasing significantly. And secondly, most of the countries are
erasing restrictions on the visa restrictions. So more and more people can travel abroad
without any restrictions.
Kristie Lu Stout: More money, more visas, what else?
Martin Rinck: And I think if you come and add to the fact that China is becoming connected
to the world with 180 airports today, a further 80 currently under construction, the
connectivity outbound for Chinese is just so much easier today.
Xu Chen: It has been one of the longest dreams for the Chinese travelers to going outside,
traveling overseas. And now the government lifts more restrictions on the outbound travel, so
more Chinese can get much easier to travel abroad. And the second one is that there are more
1
, affluent Chinese, or the middle class is increasing within Chinese community, so now more
people can afford it. And third one is that, sometimes traveling abroad is even much cheaper
than traveling domestic.
Martin Rinck: Uhe point if you look for Chinese right now, if they would decide to go to
Sanya and stay in Hainan Island, or if they were to go abroad to Bali or Phuket, in terms of
travel time, it's pretty much the same travel time. And in terms of cost, it's probably half the
cost to go to Bali and Phuket. So the attractiveness of taking this international trip and going
outside of China, rather than staying within China, makes it so much more appealing.
Kristie Lu Stout: You mentioned Bali and Phuket. But what are the top destinations overseas
for Chinese tourists?
Xu Chen: The most popular destination, if you count Hong Kong and Macau in, would be
Hong Kong and Macau. And then South Korea, and followed by Southeast Asia, and U.S.A.
Martin Rinck: In the top 10 destinations, you only have 3 destinations which are outside
Asia Pacific. So with the United States, Italy, and France being outside, the remaining 7
destinations are within Asia.
Kristie Lu Stout: Let's paint a portrait of the modern-day Chinese tourist. What does he or
she look like?
Jane Sun: I think for the older generation, they like to travel within groups. But more and
more young people are making more money. When they travel, they tend to be what we called
F-I-T, frequent independent travelers. So they do online research for the cities, for the
transportations, and they book tickets and hotels.
Kristie Lu Stout: So the first timers, those are the package tourists, right?
Jane Sun: Yes.
Kristie Lu Stout: And then after that experience, then they become independent travelers, is
that right?
Jane Sun: Yes, exactly.
Xu Chen: I'm not quite sure that we can agree on that. We noticed that almost over 80% of
the tourists are 45 years of age or less. So they are not just going to this tourist, the gathering
areas.. like tourist scenic areas specific for foreign tourists. But, they are more willing to go
into everyday people's living area, to blend in in their everyday life.
Kristie Lu Stout: Now in contrast to that, you have the luxury Chinese traveler, right? The
ultra-luxury Chinese traveler. How did they want to see the world?
Jane Sun: We just recently sold a very top-end package tour which is $200,000 USD.
Kristie Lu Stout: $200,000 U.S. dollars?
Jane Sun: USD per person. 88 days.
Kristie Lu Stout: 88 days.
Jane Sun: Around the world. And guess how long did it take for us to sell the package?
Kristie Lu Stout: How Long?
All: 8 minutes.. half an hour, one hour?
Jane Sun: 17 seconds!
All: 17 seconds?
Jane Sun: Right, so that shows the buying power for Chinese tourism is increasing quite
large.
Kristie Lu Stout: What do get for $200,000 U.S. dollars?
Jane Sun: Normally we take them to the top travel destinations. Exclusive sites. And also the
landmark hotels. Some places that you will never get to see as a tourist group.
Martin Rinck: And I think the one thing it's for certain, when you look at the changes right
now from booked via travel agent to becoming self-booked, from going as a group to
individual travel. It's just moving at an incredible pace. And I think of the 100 million that
traveled abroad last year, 10% were interested in adventure traveler. So you suddenly start
2
Name.2…………………………………………………………
Group: …………………..
What to show for the skill test:
• Marked texts
• Chosen themes with key concepts and sub concepts (full list)
• Associations between themes and concepts, displayed in a conceptual
model.
• A support for the model in text
Skill test Transcript 1: How to win Chinese tourists?
Story highlights
This month's "On China" discusses the country's outbound tourism
Because of the booming economy in China, more tourists choose to travel abroad
Chinese tourists prefer destinations in Asia Pacific and book tickets, hotels through
mobile
Tourism market dynamics within China change within months
CNN's flagship monthly feature program dedicated to covering China takes on one of the
hottest global topics: the surge of Chinese tourists across Asia and around the world.
From the government's guidelines for how Chinese travelers should and shouldn't behave, to
investment opportunities for those looking to get in on a burgeoning business, On China:
Join CNN's Kristie Lu Stout as she explores China's ever expanding role on the global stage
and how the modern Chinese tourist is shaping the world we live in today.
Her guests this month: Martin Rinck, president of Asia Pacific, Hilton Worldwide, Jane Sun,
COO of Ctrip.com International Ltd. and Xu Chen, researcher at China Tourism Academy.
Kristie Lu Stout: We are in Beijing airport, on track to the world's biggest transport hub, and
we've seen this incredible surge in the number of Chinese tourists traveling overseas. Last
year, 100 million Chinese left the country to travel overseas. That number is set to double by
year 2020. Why? What are the driving forces behind this growth?
Jane Sun: I think a couple of reasons. First of all I think the Chinese GDP growth rate is very
strong. Income level is increasing significantly. And secondly, most of the countries are
erasing restrictions on the visa restrictions. So more and more people can travel abroad
without any restrictions.
Kristie Lu Stout: More money, more visas, what else?
Martin Rinck: And I think if you come and add to the fact that China is becoming connected
to the world with 180 airports today, a further 80 currently under construction, the
connectivity outbound for Chinese is just so much easier today.
Xu Chen: It has been one of the longest dreams for the Chinese travelers to going outside,
traveling overseas. And now the government lifts more restrictions on the outbound travel, so
more Chinese can get much easier to travel abroad. And the second one is that there are more
1
, affluent Chinese, or the middle class is increasing within Chinese community, so now more
people can afford it. And third one is that, sometimes traveling abroad is even much cheaper
than traveling domestic.
Martin Rinck: Uhe point if you look for Chinese right now, if they would decide to go to
Sanya and stay in Hainan Island, or if they were to go abroad to Bali or Phuket, in terms of
travel time, it's pretty much the same travel time. And in terms of cost, it's probably half the
cost to go to Bali and Phuket. So the attractiveness of taking this international trip and going
outside of China, rather than staying within China, makes it so much more appealing.
Kristie Lu Stout: You mentioned Bali and Phuket. But what are the top destinations overseas
for Chinese tourists?
Xu Chen: The most popular destination, if you count Hong Kong and Macau in, would be
Hong Kong and Macau. And then South Korea, and followed by Southeast Asia, and U.S.A.
Martin Rinck: In the top 10 destinations, you only have 3 destinations which are outside
Asia Pacific. So with the United States, Italy, and France being outside, the remaining 7
destinations are within Asia.
Kristie Lu Stout: Let's paint a portrait of the modern-day Chinese tourist. What does he or
she look like?
Jane Sun: I think for the older generation, they like to travel within groups. But more and
more young people are making more money. When they travel, they tend to be what we called
F-I-T, frequent independent travelers. So they do online research for the cities, for the
transportations, and they book tickets and hotels.
Kristie Lu Stout: So the first timers, those are the package tourists, right?
Jane Sun: Yes.
Kristie Lu Stout: And then after that experience, then they become independent travelers, is
that right?
Jane Sun: Yes, exactly.
Xu Chen: I'm not quite sure that we can agree on that. We noticed that almost over 80% of
the tourists are 45 years of age or less. So they are not just going to this tourist, the gathering
areas.. like tourist scenic areas specific for foreign tourists. But, they are more willing to go
into everyday people's living area, to blend in in their everyday life.
Kristie Lu Stout: Now in contrast to that, you have the luxury Chinese traveler, right? The
ultra-luxury Chinese traveler. How did they want to see the world?
Jane Sun: We just recently sold a very top-end package tour which is $200,000 USD.
Kristie Lu Stout: $200,000 U.S. dollars?
Jane Sun: USD per person. 88 days.
Kristie Lu Stout: 88 days.
Jane Sun: Around the world. And guess how long did it take for us to sell the package?
Kristie Lu Stout: How Long?
All: 8 minutes.. half an hour, one hour?
Jane Sun: 17 seconds!
All: 17 seconds?
Jane Sun: Right, so that shows the buying power for Chinese tourism is increasing quite
large.
Kristie Lu Stout: What do get for $200,000 U.S. dollars?
Jane Sun: Normally we take them to the top travel destinations. Exclusive sites. And also the
landmark hotels. Some places that you will never get to see as a tourist group.
Martin Rinck: And I think the one thing it's for certain, when you look at the changes right
now from booked via travel agent to becoming self-booked, from going as a group to
individual travel. It's just moving at an incredible pace. And I think of the 100 million that
traveled abroad last year, 10% were interested in adventure traveler. So you suddenly start
2
