ETC Webinar on Chinese Media Consumption Patterns and their Influence on the Purchasing Behaviour of Travel Products

  • Date25.10.2017 - 26.10.2017
  • Time14:30 - 15:30 (CET)
  • Location of VenueWEBEX
  • VenueWEBINAR


  • Tomas Larsson

    Kairos Future

    Tomas Larsson is the Director of ChinaLab at Kairos Future. He has directed several studies on China's innovation landscape, social change, consumer trends, and regional growth pattern. Tomas holds a M.Sc. in Nanoengineering and a M.A. in Asian Studies with a focus on China, a country where he studied and worked for four years.

Useful information

The Chinese travel market has become an immensely important target for European destinations with significant growth potential. For the Chinese traveller, destination visual elements and peer and famous people’s reviews are an important element in the decision-making process of travel experiences. Marketing in China is very sophisticated and social media and audio-visual tools have become a powerful instrument for influential efforts. Virtual reality is gaining increased popularity than elsewhere while travel agencies are making use of it to allow potential travellers to experience destinations and hotels before deciding where to go. Storification, gamification, or omni-channel are other areas where marketing in China has perhaps developed further than anywhere else.

The upcoming webinar will provide European tourist destinations and stakeholders with an in-depth understanding of Chinese (on-line and off-line) media consumption patterns and their influence on the buying behaviour of travel products. Furthermore, this web-based seminar will help understand possible channels, interaction points, and approaches for connecting with Chinese consumers. Strategic recommendations will also be provided aimed at maximising the potential of marketing strategies, digital technologies and audio-visual tools to connect with the Chinese consumers.

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