CHINA - Destination marketing to China a challenge

In order to market to the Chinese tourists, Glos recommends a 4-prong approach including non-independent entry which entails coalition with a local group in China. The advantage of it includes getting very quickly into China and getting more local market knowledge fairly fast. The disadvantage with non-independent deals is lost of control over the product. “You have to find a very strong partner in order to crush the market,” Glos said.
The other approaches include the representative liaison entry wherein one recommends a group going in for the first time. They work through an agency with some kind of a contract relationship in which a group works and answers to the destination. Glos said, “This offers easier control over ways to brand, market and receive information through the agency contractor.”

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