UGC application in consumer behavior studies of Chinese tourists

behavior”/ “tourist behavior
influenced by cultural factor

Fastest growing tourism market (UNWTO)

Leading country in expenses
(US$129 billion)

1st country in Russian incoming tourism (1.29 million people )

Chinese market:

Moscow on the basis of UGC

Target

tourist consumer behavior and UGC assumption;
differences between Chinese tourists and tourists from other countries;
3. interviews with experts working with Chinese
4. UGC visual and sentiment analyses for factors of Chinese tourist behavior;
5. sentiment Comparison of Chinese post and created by others

Objectives

To conduct:

Object

Subject

consumer behavior of tourists

consumer behavior of Chinese tourists in Moscow during their trip

Research target and objectives

To analyze theoretical concepts of :

individually or in groups) acquire, use, experience, discard, and make decisions about goods, services.

Consumer behavior

Theoretical implications

Five-stage model of the consumer buying process:

or dissatisfaction
Stages are influenced by different internal forces

HSE, Moscow, 2018

Theoretical implications

by sights and shopping
Lin et al. (2017): freedom, devaluation of the local currency can be motives to travel
Andreu (2014): budget flights is a reason

On site
Gao (2017): are more attracted to sights connected with the political orientation of China
Kim et al (2016): signs affect on tourism

Post visit
Dong et al. (2014): attributes of satisfaction
Schuckert (2015): evaluate hotel services lower than the counterparts from other countries

"You can safely sit at home for a thousand days - or go out and find trouble."

(2017): open platform for discussion
McCartney and Pao Cheng Pek (2018): commercial value post and reposts
Kim et all (2017): formation of destination image

Zao et al. (2018): the destination image with WeChat Moments
Lou and Ming (2017): the marketing strategy of official account in WeChat

Without official access to the social media platforms popular in the rest of the world, China has created its own diverse social networks like Facebook, Instagram, Twitter, MySpace or YouTube.

= 490

42%

7%

51%

HSE, Moscow, 2018

visiting sights connected to China’s history and shopping are reflected on social network Sina Weibo.
H2: Chinese tourists like post photos with new purchases on Sina Weibo
H3: The majority of photos are taken with “communist” sights
H4: The number of photos with food or in the restaurants is low
H5: The overall sentiment of posts about Moscow is positive
H6: The sentiment of posts in Chinese about Moscow is lower in comparison to posts in English

Red tourism
Chinese restaurants
Shopping

HSE, Moscow, 2018

percentage of all themes depicted in the photos

HSE, Moscow, 2018

connected to China’s history and shopping are reflected on social network Sina Weibo.
H2: Chinese tourists like post photos with new purchases on Sina Weibo
H3: The majority of photos are taken with “communist” sights
H4: The number of photos with food or in the restaurants is low
H5: The overall sentiment of posts about Moscow is positive
H6: The sentiment of posts in Chinese about Moscow is lower in comparison to posts in English

Online trend is different Chinese prefer to visit important city sights (not only communist), trying local food, making photos of unusual souvenirs, without mentioning luxurious shopping purchases.
Development of new products targeted on this Chinese audience is highly advisable.
Limitations: the number of posts, geographical, on site stage, one social network

HSE, Moscow, 2018

ВШЭ (маркетинг)

Опыт работы:
2012-2016 Гид-эскурсовод «Happy Moscow Tours»
2016-2017 Travel и lifestyle concierge в «Aspire Lifestyles»
2018-2019 Operation Manager B2B Ostrovok

и выпускников 2016 г.
Практика консьержем в Lotte Hotel Moscow
Участие в программе обмена в г. Инсбрук
Участие в международных конференция MIRDEC и GLOSERV
Предметы по выбору
Общеуниверситетские курсы
Практические задания
Сложно, но интересно...