Banking on Běi Ōu: Tourism potentials in the Chinese perception of Northern Europe

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Published in 2017, my PhD Thesis: Chinese tourism to Scandinavia – Understanding Tourism Distribution, provides up-to-date insights on the distribution of tourists from China to Scandinavia (defined here as Denmark, Sweden, Norway and Finland). The thesis is based on 52 in-depth interviews with various actors involved in Chinese tourism to Scandinavia, including Chinese tourism intermediaries (e.g. Ctrip, CYTS and CTS), tourists (group tourists and independents) and suppliers who have experience receiving Chinese tourists. The results of the thesis include specific insights on the Chinese tourists who visit Scandinavia, and on the attractiveness of Scandinavian destinations to Chinese tourists.

This paper will focus on the results from this work that are pertinent to Chinese tourism to the Arctic. The Chinese perception of Běi Ōu (meaning Northern Europe or Scandinavia) has traditionally been that of a wonderland of natural attractions. An impression that is gradually being extended with other traits, which relate more to urban life, sustainability and lifestyle. This paper provides insights on the types and preferences of Chinese tourists who visit untraditional destinations such as those in Northern Europe and the Arctic, and reflects on how the Arctic experience may be combined with other experiences in what many Chinese perceive to be the same area - Běi Ōu.
Original languageEnglish
Publication date2018
Publication statusPublished - 2018
EventArctic-Chinese Cooperation: China seeking Arctic Resources – The Arctic seeking Resources in China - Aalborg University, Aalborg Campus, Aalborg, Denmark
Duration: 25 Jan 201826 Jan 2018


ConferenceArctic-Chinese Cooperation
LocationAalborg University, Aalborg Campus

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