The World Heritage on Öland : An investigation into the Motivations of Chinese Travelers toTravel abroad

Abstract: The aim of this research is to explore how Öland could attract Chinese tourists to sustain its development. This study is conducted on the basis of group interviews among 20 respondents selected from Chinese tourists. This research reveals that learning and experiencing, building a social relationship and enjoying natural landscape are the major reason for Chinese tourists traveling abroad, among which, the main motivations for Chinese tourists visiting Öland is the attractive spot. The research finds that not many Chinese tourists have been to Öland before. However, among those who have been, they said that Borgholm Castle was the most attractive tourist spot. The major approaches for Chinese tourists accessing information of Öland are travel agencies, travel apps, TV shows, movies and the internet , whereas little marketing strategies such as advertising (in Chinese) and cooperating with local travel agencies has been utilized by the government. An analysis of the key motivations of Chinese tourist reveals one challenge in attracting Chinese tourists facing the government: Öland is not well recognized as a World Heritage among Chinese tourists compared to other popular travel destinations. The strength and weakness of Öland tourism indicates that Öland need to take more active marketing strategies to brand their tourism targeting Chinese tourists.