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Education Tourism Market in China An Explorative Study in Dalian

Educational tourism, a burgeoning section in China’s tourism market, has attracted great attention from both industry and researchers, however, the focus always falls on young people, the educational demands of other tourists are largely neglected. The paper, firstly does a comprehensive analysis of situation and problems of Chinese inbound, outbound and domestic education tourism markets, and then, based on an investigation made in Dalian with common residents as subjects, attempts to identify basic characteristics of education tourists demands. In light of information obtained from both supply and demand sides, some useful conclusions are reached, from which derive some marketing policies to cultivate Chinese education tourism markets.