中國赴澳游客在過去的二十年間迅猛增長。從21世紀(jì)開端以來,澳洲政府一直在強(qiáng)調(diào)中國市場的重要性。鑒于近幾年中國對澳大利亞旅游市場的影響力持續(xù)增加,澳方不斷調(diào)整其對華旅游政策,以促進(jìn)澳洲入境旅游的發(fā)展。2013年,中國取代英國躍升為澳大利亞第二客源國(僅次于新西蘭)。在此之前,中國已經(jīng)連續(xù)三年成為澳大利亞入境旅游消費(fèi)第一國,這意味著中國市場對于澳大利亞而言愈發(fā)重要。然而,就旅游市場而言,中國是世界上最重要也是最特別的市場之一。鑒于中國市場的獨(dú)特性,澳大利亞的旅游業(yè)必須更加契合中國游客的需求。已有的一些研究概略地闡述和分析了中國赴澳旅游的一些特點(diǎn)和原因,但是沒有研究關(guān)注到近年來澳方旅游業(yè)為適應(yīng)中國市場所作的戰(zhàn)略上的調(diào)整和出現(xiàn)的新趨勢,也沒有研究關(guān)注澳大利亞聯(lián)邦和地方政府的政策和計劃如何體現(xiàn)這一戰(zhàn)略的變化,以及這一戰(zhàn)略如何演化為更清晰具體的“歡迎中國”的概念。而本文著重關(guān)注了“歡迎中國”這一概念的提出和發(fā)展,這一新概念源于中國市場的獨(dú)特性,也反過來進(jìn)一步促使澳大利亞政府乃至整個旅游業(yè)適應(yīng)中國市場的獨(dú)特性。過往10多年里,澳大利亞為適應(yīng)中國市場獨(dú)特性的努力是前所未有的,盡管上世紀(jì)90年代日本也曾...

【文章頁數(shù)】：88 頁

【學(xué)位級別】：碩士

【文章目錄】：
Acknowledgements
Abstract
摘要
Chapter One Introduction
    1.1 Research Background,Aims and Significance
    1.2 A Brief History of Chinese Outbound Tourism to Australia
    1.3 Literature Review
Chapter Two The Origin of Being“China-Ready”and Its Rise in Australia
    2.1 The Origin of Being“China-ready”:the New Trend Worldwide
    2.2 The Rise of Being“China-ready”in Australia and Its Determinants
    2.3 New Profile of Chinese Outbound Tourists in Australia: a New Challenge for Being “China-ready”
Chapter Three Being“China-ready”in Both the National and State Dimensions
    3.1 From Implicit Guidance to Explicit Advocacy:The Idea of Being“China-ready”In National Tourism Policy and Planning
        3.1.1 Tourism2020:the National Strategy
        3.1.2 Tourism Australia’s China2020 Strategic Plan
        3.1.3 Austrade’s Guidelines to be“China-ready”
    3.2 From Turnbull to Morrison:Specific Strategies to be“China-ready”in Spite of the Political Friction
        3.2.1 Turnball Government:its Strategies and Significance
        3.2.2 Morrison Government:the Inheritance and Development
        3.2.3 The Role Tourism Australia and Austrade Play
        3.2.4 Efforts From the Industry
    3.3 State Government Policies
        3.3.1 Victoria
        3.3.2 New South Wales
        3.3.3 Queensland
        3.3.4 Northern Territory
        3.3.5 Western Australia
        3.3.6 Tasmania
Chapter Four Australian“China-ready”Strategies Make a Difference:Some Significant Impacts
    4.1 Economic Impact
    4.2 Socio Impact
    4.3 The Impact on the Evolving Tourism Satisfaction
Chapter Five The Challenges as Opportunities for Australia’s Pursuit for Being“China-ready”
    5.1 The Burgeoning Ratio of Free and Independent Travelers(FITs)and High Value Travelers(HVTs)
    5.2 Distinctiveness of Digital Marketing for China
Chapter Six Conclusion
    6.1 Major Findings
    6.2 Research Limitations and Suggestions
Bibliography
Appendix Ⅰ Source of Official Websites and Documents



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