Background

Wonderful Copenhagen, the tourist office for the Danish capital, approached us in 2019 to help them understand the brand perceptions, barriers and intentions to visit the city amongst the 120,000 Chinese students living in the UK.

Activity

Guanxi undertook a UK-wide research project including development, delivery and collection and interpretation of data from online surveys in Mandarin conducted with 589 Chinese students from five UK  universities. The return rate was 93%, delivering insight from 548 students.

Results

The results of the research revealed the demographics and spending power of students and confirmed to Wonderful Copenhagen the value of this potential market. Wonderful Copenhagen were also able to gain an understanding the students’ perceptions of the city and the gap between intention to visit and actual bookings which in turn informed their international marketing strategy.

Guanxi – How We Can Help You

We specialise in marketing travel and tourism brands to Chinese customers, offering a comprehensive range of services tailored to this influential market. From cultural training and in-market PR to sales representation and social media activity, we help hotels, attractions, destinations, and businesses connect meaningfully with Chinese audiences.

Please feel free to contact us.