Sinification of the World Tourism and Public Relations: What to Do with Western-Originated Public Relations as a Response? / Sinificación del turismo mundial y Relaciones Públicas:¿Qué hacer con las Relaciones Públicas de origen occidental como respuesta

Ulas Basar Gezgin

Resumen


In this study, we presented and discussed the challenges posed for Western-originated public relations by sinification of the world tourism. Chinese international tourists are now on the top of the list of world travelers. Many countries try to attract Chinese tourists with all the tools available to them. However, public relations field has an inherent deficiency which is its Western assumptions that are often go unnoticed. This article points out why such a model is far from being conducive to promoting a destination for Chinese tourists. First of all it ignores guanxi which is a cultural construct that is influential over commercial relations in China. Secondly, its unit of analysis (i.e. individuals) is problematic. Thirdly, it is not applicable in a context where government is the major actor rather than the consumers. The article also includes discussions on how to segment Chinese outbound tourists, and PR interventions and recommendations. Although the scope of the article involves how to attract Chinese tourists to a particular destination, we also keep a critical view on the topic considering the potential negative consequences of the arrival of a higher number of Chinese tourists.

Keywords: Tourism, Chinese tourism, public relations, Western values, guanxi

Resumen

En este estudio presentamos y discutimos los desafíos planteados para las relaciones públicas de origen occidental debido a la significación del turismo mundial. Los turistas chinos son unos de los principales viajeros internacionales del mundo. Muchos países intentan atraer a los turistas chinos con todas las herramientas disponibles para ello. Sin embargo, el campo de las relaciones públicas tiene una deficiencia inherente que son sus suposiciones occidentales yb que a menudo pasan desapercibidas. Este artículo señala por qué este modelo está lejos de ser propicio para promover un destino para los turistas chinos. En primer lugar, ignora el guanxi, que es un constructo cultural que influye en las relaciones comerciales en China. En segundo lugar, su unidad de análisis (es decir, los individuos) es problemática. En tercer lugar, no es aplicable en un contexto donde el gobierno es el actor principal en lugar de los consumidores. El artículo también incluye discusiones sobre cómo segmentar a los turistas chinos, e intervenciones y recomendaciones de relaciones públicas. Aunque el alcance del artículo involucra cómo atraer a los turistas chinos a un destino en particular, también mantenemos una visión crítica sobre el tema considerando las posibles consecuencias negativas de la llegada de un mayor número de turistas chinos.

Palabras claves: Turismo, turismo chino, relaciones públicas, valores occidentales, guanxi


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