chapter  8
31 Pages

A Study of Inbound Business Tourists’ Shopping Behaviour and Influencing Factors – A Case Study of the Canton Fair in Guangzhou

WithQiuju Luo, Xiangyu Lu

Business tourism began to develop in the 1980s. At the end of the 1990s, the AsiaPacific region, following similar changes in North America and Europe, began to develop as an important business tourism market. In China, the number of inbound business tourists reached 5.23 million in 2009, accounting for 23.9% of the total number of inbound tourists. In 2000, the average expenditure of inbound tourists was RMB 930.6, whereas inbound business tourists spent RMB 1,067.8 on average. In the same year, the average expenditure of domestic tourists was RMB 426.6, whereas domestic business tourists spent an average of RMB 1,422 (Dai, 2002). These figures indicate that the business tourism market has great potential for growth, considering the high levels of expenditure of business tourists, compared to general tourists, as well as the scale of the business tourism market.