The MySmark Combi-Action™ Search tailored for a Chinese audience


The MySmark Combi-Action™ Search tailored for a Chinese audience

As we can see from the literature and the articles regarding Chinese tourism, Chinese tourists are becoming more and more aware of which are their needs and desires. Nowadays, their tastes have changed; they are satisfied no more with just a blitz group tour of all the European capitals, with a Chinese tour guide and Chinese tailored services. They want to taste the real tourist location with its real food and culture. They want to explore and have new experiences. They are becoming more and more independent travellers, more and more similar to the “seasoned western travellers” we are used to (Z_punkt The Foresight Company, TUI Think Tank. 2017).

This is the reason why Chinese tourists have the same needs as tourists from somewhere else: they look for personalised and easy ways to get information about possible tourist locations, the travel has to be tailored on their needs and personality and last but not least, the process has to be as quick as possible.

The most important call-to-actions in the online travel are most probably ‘search’, ‘book now’, ‘buy’. They are stepping-stones in the user’s journey regarding any kind of research, from a flight ticket, to a hotel room reservation. The Combi-Action™ Search developed by MySmark has the purpose to convert easily an online action into a combined action, a collaborative filter to boost a user’s personalized experience. In the following mock-up, we can see how the Combi-Action™ Search works. It can be adapted to all kinds of websites and all kinds of search, fitting to the users’ needs.

The video below, instead, shows an Italian girl wanting to travel to Ireland. It presents the process of the Combi-Action™ Search in a potentially real situation. The focus is on Ireland, since B-Sm@rk, which is located in Dublin (IE), has been recently more involved with the Chinese tourism and is willing to understand fully these tourists and their interest in Ireland. In 2016, roughly 40.000 Chinese tourists visited this country. Ireland indeed offers a natural environment and a relaxed lifestyle; things that has been proven to be of a growing importance for Chinese tourists (according to Skift, 2015).

Clearly, the interests of B-Sm@rk will not stop on the Irish shores but will go beyond, including the Chinese tourists incoming to Europe in a more wide sense. The company is working on different projects to enrich its knowledge and support various stakeholders in dealing with this new shape-changing subject: the Chinese tourist.

Click here to see the Chinese version of the “What is CAB?” video

Through this brand new device, Chinese tourists can get personalised information in a quick and entertaining way. Moreover, it can satisfy the needs of tourists who have the desire to travel independently but do not have yet all the technical skills and information to do it alone, skipping the obliged passage through the travel agency.


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