From 1983 in which year Chinese people started being allowed to travel to the first outbound destination to nowadays that more than 150 countries have signed the ADS (approved destination status) with Chinese government, Chinese outbound tourism had a great progress in 32 years. During these years, more and more Chinese tourists could be seen in different places in the world. In 2014, the number of Chinese outbound tourists firstly achieve to over 100 million. The numbers are predicted to continue by 2020. It is meaningful to put Chinese outbound tourism as an object and discover its future development. Therefore, the aim of this study is set as to analyse the future diffusion of Chinese outbound tourism. The available theoretical foundation is diffusion theory (Rogers, 2003). Its mature and practical theoretical system guides the research framework of this study. This theory is reliable for analysing and discussing the diffusion of Chinese outbound tourism from some aspects such as S-shaped curve, communication channels, adopter classification, etc.  A questionnaire survey and some hypothetical indicators are designed in this study to fulfil the aim and research questions. Results are described from several aspects. The analysis of results prove that Chinese outbound tourism could be reckoned as an innovation. Finally, conclusions show that Chinese outbound tourism is currently going through the developing process between ‘innovators’ and ‘early adopters’. If the influencing factors which derived based on diffusion theory could be developed or solved positively, it is possible for Chinese outbound tourism to develop continually following the S-shaped curve in the future. The influencing factors has been studied out. They are the communication channels, the conscious gap between people who live in cities and people who live in towns and villages, the wealth gap between rich people and poor people. Not many related implementations are given out in this study, which needs future researches to explore.

The Chinese outbound tourism is expected to boost within a near future. Recently the market has been very closed due to legislation but as China develops and people are getting richer the demand for travelling abroad increases and the government has to let go of the regulations. In order for the Swedish tourism industry to benefit from the growing market, Sweden has to increase the awareness of the nation as a destination among the Chinese. Through qualitative research we aim investigate how Sweden through nation branding and marketing can increase its share of the Chinese outbound tourism. Except for nation branding a variety of marketing and branding tools are available. Two significant concepts are tourism marketing and destination branding. By utilizing all these different tools or concepts Sweden can raise the awareness of the nation as a possible tourism destination for Chinese outbound tourism. In order to create a comprehensive picture of the market we have also researched the general background of China and the nature of Chinese tourism. VisitSweden and the Swedish Institute are two organizations already working with these concepts and other similar strategies and are herefore a natural part of this study. Scandinavian Perspectives and Miki Travel are two major travel agencies bringing Chinese tourists to Sweden and therefore possess great knowledge of the areas of interest. Therefore representatives from these organisations are involved in the empirical findings. In order to get the whole picture Chinese citizens and Chinese students are interviewed about their perception of Sweden and tourism preferences. The main conclusion of the thesis is that the different actors need to cooperate more and promote certain aspects of Sweden, for example Culture. Even a few obstacles that should be alleviated are identified.

<p>The Chinese outbound tourism is expected to boost within a near future. Recently the market has been very closed due to legislation but as China develops and people are getting richer the demand for travelling abroad increases and the government has to let go of the regulations.</p><p>In order for the Swedish tourism industry to benefit from the growing market, Sweden has to increase the awareness of the nation as a destination among the Chinese.</p><p>Through qualitative research we aim investigate how Sweden through nation branding and marketing can increase its share of the Chinese outbound tourism.</p><p>Except for nation branding a variety of marketing and branding tools are available. Two significant concepts are tourism marketing and destination branding. By utilizing all these different tools or concepts Sweden can raise the awareness of the nation as a possible tourism destination for Chinese outbound tourism. In order to create a comprehensive picture of the market we have also researched the general background of China and the nature of Chinese tourism.</p><p>VisitSweden and the Swedish Institute are two organizations already working with these concepts and other similar strategies and are herefore a natural part of this study. Scandinavian Perspectives and Miki Travel are two major travel agencies bringing Chinese tourists to Sweden and therefore possess great knowledge of the areas of interest. Therefore representatives from these organisations are involved in the empirical findings.</p><p>In order to get the whole picture Chinese citizens and Chinese students are interviewed about their perception of Sweden and tourism preferences.</p><p>The main conclusion of the thesis is that the different actors need to cooperate more and promote certain aspects of Sweden, for example Culture. Even a few obstacles that should be alleviated are identified.</p>

The principal objective of the master thesis is to analyze how Czech businesses operating in the travel industry consider the specific needs and meet the expectations of tourists from the People's Republic of China. In the theoretical part of the thesis, the author explains the fundamental terms relating to tourism and the theory of culture. Then, the author characterizes the People's Republic of China from the historical, political and socio-cultural perspective, and further from the perspective of demography and economy. The practical part identifies the specific needs of Chinese tourists and their expectations that are based on a questionnaire research. Following personal interviews and filling-in short questionnaires, an assessment is made subsequently of the knowledge of such specific needs by Czech businesses operating in the travel industry. The assessment also evaluates how these entities are ready to face the growing number of Chinese tourists. In conclusion, the author proposes some possible solutions how to rectify some of the shortcomings on the part of service providers.