How can Zhejiang take advantage of educational tourism opportunities?

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How can Zhejiang take advantage of educational tourism opportunities?


Author: Shen, Leiyan Leeanne
Title: How can Zhejiang take advantage of educational tourism opportunities?
Degree: M.Sc.
Year: 2005
Subject: Hong Kong Polytechnic University -- Dissertations
Tourism -- China -- Zhejiang Sheng
Field work (Educational method)
Department: School of Hotel and Tourism Management
Pages: x, 100 leaves : ill. ; 30 cm.
Abstract: As one of the leading provinces in China tourism, Zhejiang concerns about the heated topic of sustainability like the rest of the top tourist destinations. Previous studies in China have mainly examined the issue from a product management perspective. This study attempts to look into the problem from the market point of view and explore it in the growing educational tourism. The primary purpose of this study is to find out how Zhejiang can take advantage of the growing educational tourism and to gain insights into opportunities and problems for Zhejiang by comparing and contrasting the two sets of findings from both the demand and supply sides. The demand characteristics are scrutinized for educational tourism to China from foreign countries. The website search is initially done for tour operators engaged in this field. The content analysis of the webs is conducted in the aspects of each tour company's mission, statements, markets, and destination visited. The results show that educational tourism contributes to sustainability with its value added in learning, and the majority of the market comes from school and university students.
The in-depth interviews are further conducted in relation to supply side issues in educational institutions. As universities have increasing aspirations for exchange programs, international students become the potential market for educational tourism for Zhejiang. Partnership between universities and travel companies is being forged. Yet, obstacles still exist. Considering the market profile, and demand changes along with Zhejiang's physical location, products, and potential suppliers, Zhejiang enjoys the competitive advantage of its abundant educational resources. To be involved in such a sustainable form of tourism, scenarios lie in the two different aspects of the market: first is the potential of Zhejiang as a stopover or a secondary destination; second is the greater possibility as a primary destination for cultural and language education. Therefore, further affiances remain to be formed.

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