Ruizhe Fang: 'I would like to contribute so that more researchers and tourism professionals from other cultures can better understand Chinese tourism'

29/09/2021

方睿哲是UAB首位旅游学博士研究生，也是巴塞罗那省内第一个获得旅游学博士学位的学生。他的研究目标精准定位在：中国游客对巴塞罗那的印象，以及到访这座城市的动机所在。方博士已于9月16日在研究生院完成了论文答辩，并获得了最高成绩。目前，他已经整装待发，准备回到中国继续他的学术研究。

• After finishing a Master’s Degree in Tourism Economics and Management, why did you decide stay in the research field and to enroll a Doctorate Programme?

Actually, I had this idea before graduating from the master's degree. I guess that I am particularly attracted by the question "how do tourism activities work". During the master's study, I found it cool that there is a group of people trying to provide their answers from different perspectives in a scientific way. So I thought "yes, let me join them". And enrolling a doctorate programme is the first step to join them in the academic world.

• 在取得旅游经济与管理学硕士学位后，您为何又决定继续留在研究领域并攻读博士学位？

其实在研究生毕业前，我就已经有这个想法了。“如何动作旅游活动”这个问题一直围绕在我的脑海中。在读研究生期间，我发现有很多人正在用科学的方式，从不同的角度出发，尝试着为这个问题提出答案。所以我想“好的，那让我加入他们吧！”而申请一个博士项目便是加入这个学术领域的第一步。

• How did you find the UAB’s Doctorate in Tourism, a brand-new programme in the whole Barcelona’s province?

The UAB has done a great job in communication and promotion. I can still remember that the news was on the home screen of the UAB website noticing that there is a new PhD programme in Tourism. For me who do not speak Spanish, I could find all necessary information in English immediately.

• 您是如何找到UAB的旅游学博士项目的？这是巴塞罗那省内一个全新的博士专业。

UAB在传播与推广方面做得非常出色。我还记得在学校官网的首页上刊登着这条新闻——UAB新开设了旅游学博士学位。对于不会说西班牙语的我，也能够马上找到我需要的全部信息。

• Why Barcelona and the UAB? Was the city or the university in your list of destinations?

I already liked Barcelona a lot before coming to study here. In 2014, I came to visit as a tourist, and Barcelona has left a very good impression on me. Known as one of the top tourism destinations in Europe, the tourism industry here is at a high level of development.
The UAB is very attractive for me as one of the top-ranked universities in Spain known as a very good research university. It is located in Bellaterra which offers a quiet, comfortable atmosphere, for me, it is a perfect place for studying. The campus is also well connected with the Barcelona city center. It does satisfy my imagination of what a university should be like.

• 您为何选择巴塞罗那以及UAB？这座城市和这所大学当初是在您的目的地清单上吗？

我在到巴塞罗那学习前就已经非常喜欢这座城市了。2014年时我曾作为游客来过一次，当时这里就给我留下了美好的印象。巴塞罗那作为欧洲热门旅游目的地之一，其旅游产业的发展水平是非常发达的。
另外，UAB作为研究型大学，并在西班牙大学排名前列也非常吸引我。位于Bellaterra的校区安静舒适，对于我来说，是一个完美的学习场所。校园与巴塞罗那市内的交通也很便利。这里符合我印象中大学该有的样子。

• Why did you decide to study the motivations of a Chinese tourist to visit Barcelona and his image of the city?

People visit Barcelona for different attractive things for different reasons. Some are attracted by Gaudi's architecture, while others may enjoy the nightlife here. For visitors to the Sagrada Família, some would like to pursue aesthetic pleasure, while others visit it simply because everyone says that it is a must-go in Barcelona.

With the study, I try to discover what is attractive, and why are they attractive for Chinese tourists. And I, as a Chinese, grow up under the influence of Chinese culture, can well resonate, comprehend and interpret the answers from them. The results from the study can help to reveal the underlying reasons for tourist behaviors. I would like to let more researchers from different cultural backgrounds, and tourism practitioners not only in Barcelona, better understand Chinese outbound tourists.

• 您为何决定研究中国游客对巴塞罗那的印象，以及他们前来巴塞罗那的动机这个课题？

人们抱着不同的目的，不同的喜好前来巴塞罗那。有些游客被高迪的建筑所吸引，有些人享受着这里的夜生活。再比如圣家堂，有些人去参观是为了欣赏它的艺术造诣，而有些人则单纯因为它是巴塞罗那必去的景点。
在研究中，我试着寻找哪些方面对中国游客有吸引力，以及产生吸引力的原因。并且，作为土生土长的中国人，我能够与中国旅客产生共鸣，理解并为他们找出其中的答案。研究的成果可以揭开游客行为背后的原因。我希望让更多来自其他文化背景的研究者，以及来自巴塞罗那以外的旅游从业人士更好得理解中国游客。

• Based on your research, why a Chinese tourist visits Barcelona? Which are their perceptions of the city and the main attractions that they would like to know and see?

When seeing the photos of some places of interest in Barcelona, most Chinese tourists would choose Platja de la Barceloneta, Basílica de la Sagrada Família, Parc de la Ciutadella, Catedral de Barcelona, etc.

Some main reasons are to gain knowledge and experience, to understand better the world, to have interesting experiences and memory. It is not hard to understand that when visiting a place so far and different from home, tourists are like newborns trying to see more, to feel more, to know more. Several research participants have repeatedly mentioned a Chinese saying: “读万卷书，行万里路”. It means "read ten thousand books, travel ten thousand miles”, which says that we can not only learn a lot by reading books but also gain knowledge when traveling.

• 基于您的研究，中国游客为何前来巴塞罗那？他们对这座城市有哪些看法，有哪些主要方面吸引着他们想要看到了解？

在看巴塞罗那热门景点的照片时，不难发现大部分中国旅客都会选择前往la Barceloneta海滩、圣家堂、城堡公园以及巴塞罗那大教堂等。
去这些地方的主要原因是积累知识和经验，更好得理解这个世界，拥有美好的回忆。当旅客前往一个远离自己国度的地方，不难理解他们就像好奇的婴儿，渴望看到更多，感觉到更多。一些研究者反复提到一句中国的名言‘读万卷书，行万里路’，字面的意思是阅读一万本书，走一万里的路，但也旨在提醒大家，从书本中获得知识固然重要，但在旅途中也同样能获得重要的知识。

• According to your study, in 2018 the Chinese tourists were just a 0’78% of the international tourists spending nights in Barcelona. Why do you think there was such a low number of visitors?

It is actually a quite big question. A reason is that Barcelona is such a successful destination in Europe, or even worldwide, that a huge amount of tourists from many countries are visiting Barcelona. From the travel motivation perspective, it is mentioned that Chinese tourists would like to see more, to feel more, to know more, when visiting such a far and different place. Therefore, having paid the flight to travel to the other side of the world, they tend to visit not only Barcelona but also many other cities in Spain, even other countries in Europe. Therefore, Barcelona may only be a stop for a short period. In addition, lodging in Barcelona is relatively expensive; they may visit Barcelona during the day, and arrange overnight stays in other cities.

• 根据您的研究，在2018年的国际游客中，只有0.78%的中国游客选择在巴塞罗那过夜。您对如此之低的游客数量有何看法？

这其实是个很大的问题。巴塞罗那在欧洲，甚至国际上都是热门旅游目的地之一，吸引着大量来自全球各地的旅客前来。而在中国游客旅游动机中曾提到，中国人来到一个遥远的地方时，希望看到更多，感受到更多，了解更多。因此，当中国旅客支付了昂贵的机票飞到了世界的另一头，他们想参观的不仅只有巴塞罗那，当然还希望参观西班牙的其他城市，甚至欧洲其他国家。所以游客们只会在巴塞罗那停留短暂的时间。另外，这里的住宿费用相对不便宜，人们可能白天在市内游玩，而选择在其他城市过夜。

• However, they were the first ones among the tourists who spent most in Catalonia. Are we losing an excellent opportunity?

The locals in a tourism destination may prefer a lower number of tourists with higher tourism income so that there will be less influence on the local community. If so, I hope that the study results can help those tourism practitioners who are interested in attracting Chinese tourists, whose average tourism expenditure seems to be relatively high.

• 然而，中国游客在加泰区的消费能力数一数二，我们是否错失了一个良机？

对旅游城市的当地民众来说，他们更倾向于人少而又能带来旅游收入的游客，这样也不会对当地环境产生太多影响。如果是这样，我希望这份研究成果可以帮助到那些对中国游客感兴趣的旅游从业者们，毕竟中国游客的消费能力是相当高的。

• How can your findings contribute to product/service development?

The study results provide not only what is attractive for Chinese tourists, but also why they are interested in those attractions. Knowing the complete motivational cognitive structure, product/service can be developed to over better experience.

For example, a big segment of Chinese tourists is interested in going to religious sites to gain knowledge and experience, to enhance self-development, to understand better the world, with the pursuit of a rich and fulfilling life. When communicating the products/services, the tourism attractions with the religious attribute may emphasize that, they provide the possibility for tourists to get to know more, to see the different parts of the world, to enrich their life experience. Meanwhile, an effective way to improve Chinese tourists' satisfaction can be providing easily accessible introductions, like brochures and (electronic) tour guides in the Chinese language. The content in the introduction can go beyond the attraction itself, like involving knowledge about religions (as Catholicism is not so known by the majority of Chinese). It helps to make the tourists feel that they are gaining new knowledge and having their lives enriched.

• 您的研究成果如何能促进产品或服务的发展？

研究成果不仅提出了哪些方面吸引着中国游客，也解释了为何这些方面受到中国游客的青睐。了解全面的动机认知构架，才能开发出具有更好体验感的产品或服务。
例如，很大一部分中国游客喜欢去宗教场所，积累知识和经验，进行自我提升，进一步了解这个世界，丰富自己的人生经验。在与游客就产品或服务进行沟通时，可以强调旅游景点的宗教属性，游客们可以通过这次旅行学到更多，见到不同的世界并增加他们的生活体验。同时，提高中国游客满意度的一个实用方式便是提供简单明了的介绍，如中文的宣传册或（电子）导游。宣传内容除了要吸引游客，还可以包括一些宗教知识（如大部分中国人不太了解的天主教）。这些会让游客认为他们将在这次旅途中获得新的知识，丰富人生阅历。

•    Based on your research, what do you think that the industry must do to adapt better services and products for the Chinese market? And the policy makers?

Understanding the consumers and having the willingness to meet their needs is the first step. I hope that the study results from my research can enable tourism product/service providers to better comprehend the oriental market, to know what is attractive for the Chinese visitors, and why is that attractive for them. Instead of questioning whether their way of traveling or travel motivations are "right" or not, the industry and policymakers may try to stand in Chinese tourists' shoes to understand why those tourists from so far away would think and behave in such ways.

A good example is that many shops in Barcelona understand that Chinese tourists cherish interpersonal relationships and they tend to go shopping at destinations to bring souvenirs (like luxury goods, they would think the price is very competitive with tax-free policy) for friends and relatives. There are more and more Chinese shopping guides, as they can communicate smoothly with the tourists, and they know better their needs.

• 基于您的研究，您认为针对中国市场，旅游业应如何进行调整，以提供更好的服务及产品？除了这个行业，决策者该做些什么？

首先，商家必须要理解消费者，并愿意了解他们的需求。我希望我的研究成果可以帮助旅游产品或服务的供应商们更好地了解东方市场，比如哪些方面会吸引中国旅客，以及背后的原因。不要质疑他们旅行的方式或动机是否“正确”，从业者及决策者应站在中国游客的角度，去理解这些远道而来的客人为何会有不一样的想法及行为。
一个很好的例子便是在巴塞罗那，很多商家了解到中国游客很注重人际关系，他们喜欢在旅游目的地为亲朋好友带回去一些纪念品（如奢侈品，他们认为这里的退税后价格非常有竞争力）。现在也有越来越多的购物导游，可以帮助游客在购物过程中与商家无障碍沟通，这些导游也非常了解游客们的需求。

• One of the biggest competitors of Spain is Italy, a country that you could know well during your Master’s studies. Why is Italy still in the top list of the Chinese tourists?

A big reason may be the historical connections between Italy and China. The two ends of the Silk Road are Italy and China. We have known Marco Polo since young. In the history textbook, we learn about Roman Empire whose heritage mainly goes to Italy. The film “Roman Holiday” was popular. Italian luxury brands are well promoted in China. The information from different aspects about Italy stimulates Chinese potential tourists constantly. When thinking of visiting Europe, Italy will be quickly recalled. Spanish bullfight is famous in China, but it seems that there are some debates about the activity within Spain. “La Liga” has been very popular in China in recent years. It is a good signal.

• 意大利是西班牙最大的竞争对手之一，您在读研究生期间也一定对这个国家非常了解。请问为何意大利仍在中国游客的首先目的地清单中呢？

一个很大的原因可能在于两国在历史上的关联。中国和意大利分别是古丝绸之路的起点和终点。我们从小就知道马可波罗。在历史课本中，我们了解到大部分罗马帝国的遗产都被意大利传承下来。“罗马假日”这部电影也曾倍受中国人喜爱。意大利的奢侈品牌在中国的推广也早已深入人心。因此，意大利从各个角度都时不时地刺激着中国潜在的游客。当人们提起去欧洲旅行，意大利便会马上出现在脑海中。而西班牙的斗牛比赛虽然在中国也很有名，但近年来似乎在西班牙国内也对这项传统赛事存在着争议。另外，西甲联赛这些年在中国受到越来越多的关注，这是一个好的现象。

• During your experience as a doctorate in the UAB, you could participate in different conferences and conventions of tourism, like the International Conference on Tourism and Hospitality between China and Spain – ICT2019 hosted by the School before the outbreak of Coronavirus. How has this pandemic affected your research?

Luckily, the data was collected before the pandemics. Moreover, the study results for the research question would be relatively stable; it is still useful for the post-pandemic era. If it was not for the pandemic, I might have considered Erasmus or other international projects. The UAB also provides many opportunities of this kind.

• 在UAB就读博士期间，您在新冠疫情爆发前也参加了由本校承办的中国-西班牙旅游与接待业国际会议（ICT 2019）。请问这场疫情是否对您的研究造成了影响？

幸运的是，所有数据在流行病之前就已经收集好了，另外，研究的成果是相对稳定的，即使在疫情后这些成果也仍是有用的。但如果不是因为疫情，我可能会考虑伊拉斯谟或其他国际项目。UAB在这个方面提供了很多机会。

• Moreover, related to the point of view of the Chinese tourists, do you think that the pandemic has changed their perception or motivations to travel to Barcelona?

According to the results from the data collected before the pandemic, healthy life was the most important personal value for Chinese tourists. I believe the pandemic would strengthen its top position. For now, the international tourism market, especially the Chinese market, is still very sluggish. I am not sure how to comment on the change of their perception or motivations to travel to Barcelona. Nevertheless, I believe that a destination that well controls and quickly recovers from the pandemic can surely leave a positive image for Chinese tourists.

• 另外，从中国游客的角度出发，您认为疫情会对中国游客前来巴塞罗那的想法或动机产生影响吗？

根据在疫情前所收集的数据，生命健康是中国游客最重视的个人因素，我相信疫情更加强化了中国人对健康的重视度。目前，国际旅游市场，特别是中国市场仍是非常萧条的。我对于中国游客是否会改变他们前来巴塞罗那的想法或动机这一点不太好做评论，但毫无疑问，我相信如果一个地方可以有效控制疫情并迅速从中恢复过来，一定会为中国游客带来积极的印象。

• About your first impression of the city, did it change after living here for 3 years? What would you recommend sightseeing to a Chinese tourist by now?

Barcelona is a vibrant, artistic, and romantic place. The impression surely changed after walking around many streets and seeing it at different times. I try to see more of Barcelona in the last few days when I am about to leave Barcelona. There are too many good places to pick one for a recommendation. I would recommend Chinese tourists to stay for a longer period to gain more in-depth experience. In addition, Barcelona deserves repeated visits.

• 您对这座城市的第一印象，在这里居住了三年后有所改变吗？目前您会向中国游客推荐哪些景点？

巴塞罗那是一个充满着活力、艺术和浪漫的城市。在走过众多街道，在不同的时间当中观察这里，我的印象必然发生了变化。在即将回国前的这几天里，我试着去巴塞罗那各多的地方。这里有太多的地方可以推荐了，我建议中国游客可以在这里多待一段时间进行深度游。另外，巴塞罗那是一座值得再次回访的城市。

• You are the first doctorate in Tourism of the Barcelona’s province and the UAB. How do you feel about it? Would you recommend to other students like you to come to complete their studies in the UAB?

I am happy about finishing my doctorate study here. I do want to express my gratitude to my director Jordi Rosell Foxà, the thesis examination committee, and the professors in the PhD in tourism programme. I received a lot of help and encouragement from them. I surely will recommend UAB to other students. It is a good place to live and study. The professors and docents are really kind and professional. The services and supports from the university are always ready and easily accessible.

• 您是巴塞罗那省以及UAB旅游专业的第一个博士生，请问您对此有什么想法？您会推荐其他与您一样的学生前来UAB攻读博士吗？

我非常高兴在这里完成了我的博士学历。在这里非常感谢我的导师Jordi Rosell Foxà、论文评审委员会以及旅游学博士项目的所有教授们。我从他们那里得到了很多的帮助和鼓励。我当然会推荐其他的同学们前来UAB就读，这里非常适合居住和学习。这里的教授和讲师们都非常专业和亲切。UAB的服务与支持也一直很到位。

• After finishing your PhD in Tourism, which are your plans for the future?

I will be going back to China very soon. I plan to start an academic career at university. It will be a cool thing for me to spread tourism-related knowledge and I would like to keep seeking answers for the question "how do tourism activities work".

• 在完成旅游学博士学业后，您对未来有什么计划？

我马上就要回中国了，我计划在大学开启学术生涯。将我的旅游学知识传播出去是一件很棒的事情。同时，我也会一直寻求“如何动作旅游活动”这个问题的答案。