Welcoming Your Chinese Guests

By Multicultural Marketing and Management

China has already taken the place of Japan and become the No.1 outbound tourism market. According to World Travel Organization, there will be 100 million Chinese traveling abroad in 2020.

As a tourism and hospitality industry executive, do you want to gain more knowledge on how to welcome your Chinese guests?

In the seven modules of this course, you will follow a simple, easy-to-understand learning system that contains scenario analyses discussions, tips and suggestions. Each module has a short quiz to help you consolidate your knowledge on each component of the course. Topics covered include: building a positive first impression with Chinese visitors; suggestions for the Front Office and Concierge; Tour Desk and Bell Desk; Sales and Marketing; and Food and Beverage.

The course is developed by Multicultural Marketing and Management (MMM). MMM is a multi-award-winning, full-service marketing agency, with 20 years experience in Australia and specialises in non-English communication.

• Language: English
• Publisher: Multicultural Marketing and Management
• Release date: Feb 21, 2014
• ISBN: 9781311265012

Multicultural Marketing and Management

Welcoming Your Chinese Guests: A Practical Guide for Hospitality and Tourism is brought to you by Multicultural Marketing and Management (MMM) in Sydney, Australia. We are a multi-award-winning, full-service communication agency which specialises in non-English communication. Its range of services includes:* Multicultural marketing and communications;* Multilingual research;* Cross-cultural training.Since its inception in 1993, MMM has worked with a wide range of clients including blue-chip multi-national corporations and Federal, State and Local Government agencies. They include Kraft Foods, Nestle, Roche Products, Zurich Financial Services, Australian Government Department of Immigration and Border Protection, Department of Agriculture, Department of Industry, Tourism Australia.I hope this practical guide will help you welcome your Chinese guests and improve the service and productivity of your business.Happy reading!Jessie and MMM TeamAustralia's Multicultural Expert

Book preview

Thank you for your perfectionist approach!

Multicultural Marketing and Management (MMM)

Welcoming Your Chinese Guests: A Practical Guide for Hospitality and Tourism is brought to you by Multicultural Marketing and Management (MMM) in Sydney, Australia. We are a multi-award-winning, full-service communication agency which specializes in non-English communication. Its range of services includes:

» Multicultural marketing and communications;

» Multilingual research;

» Cross-cultural training.

Since its inception in 1993, MMM has worked with a wide range of clients including blue-chip multi-national corporations and Federal, State and Local Government agencies. They include Kraft Foods, Nestle, Roche Products, Zurich Financial Services, Australian Government Department of Immigration and Border Protection, Department of Agriculture, Department of Industry, Tourism Australia. We are an accredited tourism business in Australia.

Contributors

Jessie Wong

Jessie is the Managing Director of Multicultural Marketing and Management, a multi-award-winning cultural communication agency in Australia. She has conducted training workshops, managed multicultural marketing, research and communication projects, for Kraft Foods, Heinz, Roche Products, Tourism Australia, Nestle, Arts NSW, Commonwealth Department of Agriculture, Department of Immigration and Border Protection, Zurich Financial Services, and many others. She has a Master of Arts in Comparative Asian Studies from the University of Hong Kong and Certificate in French Language and Civilization, University of Sorbonne, Paris, France. She speaks French and Chinese.

Winnie Law

Winnie is a Sustainability Consultant in events, tourism, and destination management. She has a Master of Tourism Administration degree from The George Washington University and a Strategic Management Certification from Cornell University. She also holds a Certificate of Specialization in Accounting and Financial Management from the American Hotel & Motel Association, Educational Institute. Prior to working as a consultant, she held various positions over a 15 year career in the hospitality industry. In her hospitality tenure, she held positions across Sales & Marketing, Front Office, Accounting Management, Revenue Management and Operations. She speaks Chinese and Japanese.

Illustration and cover design by Traci W.

First published 2014

WELCOMING YOUR CHINESE GUESTS © by Multicultural Marketing and Management

Except for use in any review, the reproduction or utilization of this work in whole or in part in any form is forbidden without the written permission of Multicultural Marketing and Management, Suite 20, 27 Hunter Street, Parramatta, NSW 2150, Australia, www.multiculture.com.au

This book is sold subject to the condition that it shall not be lent, resold, hired out or otherwise circulated without the prior consent of the author. This condition is imposed on the subsequent purchaser.

Any names, characters, places, brands, media, and incidents are either the product of the author's imagination and are fictional. The author acknowledges the trademarked status and trademark owners of various products referenced in this work, which have been used without permission. The publication/use of these trademarks is not authorized, associated with, or sponsored by the trademark owners.

Table of Contents

Dedications

MMM and contributors

Introduction

Module 1: Chinese Language and Culture System

Module 2: Front Office and Concierge

Module 3: Tour Desk and Bell Desk

Module 4: Food and Beverage Department

Module 5: Housekeeping Department

Module 6: Facilities Management

Module 7: Sales and Marketing

Course Summary

Answer Key

About MMM

Introduction

Welcome! China has already taken the place of Japan and become the No.1 outbound tourism market. According to the World Travel Organization, there will be 100 million Chinese traveling abroad in 2020. Of all their tourism destinations, Europe is their favored one; Chinese tourists spend an average of US$5,252 per person in Europe. As a tourism and hospitality industry executive, do you want to gain more knowledge on how to welcome your Chinese guests?

You have come to the right place. In this course, you will learn the fundamentals of communicating with and providing services for Chinese visitors, as applicable to the hospitality and tourism industries. You will also learn about the fundamentals of understanding Chinese style in food and entertainment as well as etiquette when doing business with Chinese people.

Course Overview

In the seven modules of this course, you will follow a simple, easy-to-understand format of online learning materials that contain scenarios with appropriate and inappropriate actions, discussions, tips and suggestions. Each module has a short quiz that aims to test your knowledge on the topics.

In Module 1, we will focus on Chinese customs and language, and how to build a positive first impression with Chinese visitors. We will introduce you to methods presented by various Chinese governmental and non-governmental organizations.

In Modules 2, 3, and 4, we will delve into the Front Office and Concierge, Tour Desk and Bell Desk, and Food & Beverage departments. These modules will provide suggestions you can easily incorporate into your operations, and provide you with guidance on servicing and interacting with Chinese visitors.

In Modules 5 and 6, we will continue to discuss hospitality for Chinese visitors. We will focus on operations that may be incorporated as part of accommodation planning and facilities development.

In Module 7, we will present the key areas in attracting new and returning Chinese visitors. This module is the golden key to the course. We will recommend ways to build a favorable and strong relationship with Chinese tour operators. According to the United World Tourism Organization (UNWTO), the Chinese outbound tourism market will continue to increase, so it is important your sales and marketing strategies should address the Chinese market.

The course ends with a summary of areas and