Chinese outbound tourists' choice preferences toward European coastal destinations and Majorca’s position in it

Abstract

[eng] Coastal tourism is one of the hot topics in China in recent years. This paper aims to analyze the preference of Chinese tourists participating in such activities for European coastal resorts and to explore the role of Mallorca in Spain. This paper comprehensively adopts the research methods of qualitative analysis and quantitative analysis, sums up the choice preferences of Chinese outbound tourists for European coastal resorts, and analyzes the case of Mallorca and its four selected European coastal destinations, finally Summarize Mallorca's position in China's outbound tourist preferences and make recommendations for improving the popularity of Mallorca's presence in the Chinese market.