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Until recently, foreign travels were regarded by most Chinese as special events outside of their daily life.It is therefore only natural that they would expect their trips abroad to be rewarding. That they would gain new knowledge, enjoy exciting adventures, feel special, feel relaxed and far away from the monotony of daily life. All these rewards are part and parcel of their hotel rooms, the food they eat, places they visit, their modes of transport, the products and services they buy, and with intangible things such as a sense of luxury or safety.Take Paris, for example. Thanks to Hollywood films, France’s capital is a city of romance to people around the world (including the Chinese). But in reality, Paris, like any other big city, has its share of slum areas, con men who make their living ripping off people, and locals who are unsmiling and less than friendly. Many Chinese tourists have been disappointed by their Paris trips and some had such bad experiences they vow never to go back to France. Understanding tourists’ expectations and being able to bridge the gap between what they think and what is actually on offer at their destination could lead to new business opportunities for products and services, and also to better mutual understanding.Like in Chiang Mai, not long after the road movie Lost in Thailand hit cinemas around China in 2012, the people of Chiang Mai found themselves playing hosts to large numbers of Chinese tourists (140,000 in 2013 alone), all eager to follow in the footsteps of the main characters of the blockbuster, the Lost in Thailand fever had subside but Chinese tourists had not disappeared from Chiang Mai; in fact it can be said that the Chinese has become Chiang Mai’s main tourist group. In the other hand, TCDC asked “Are you sure Chinese tourists will always want to come to Chiang Mai?”
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