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Evolución E Internacionalización Del Turismo Chino: Situación Actual Y Posibilidades Españolas

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Evolución E Internacionalización Del Turismo Chino: Situación Actual Y Posibilidades Españolas Evolución e internacionalización del turismo chino: situación actual y posibilidades españolas. Xing Peng INSTITUTO UNIVERSITARIO DE INVESTIGACIONES TURÍSTICAS EVOLUCIÓ N E INTERNACIONALIZACIÓ N DEL TURISMO CHINO: SITUACIÓ N ACTUAL Y POSIBILIDADES ESPAÑ OLAS Doctoranda: XING PENG DOCTORADO EN DIRECCIÓ N Y PLANIFICACIÓ N DEL TURISMO Tesis presentada para aspirar al grado de DOCTOR/DOCTORA POR LA UNIVERSIDAD DE ALICANTE Dirigida por: DIEGO QUER RAMÓ N Profesor Titular de Universidad Departamento de Organización de Empresas Universidad de Alicante AGRADECIMIENTOS: En primer lugar, deseo expresar mi sincero agradecimiento al Profesor Dr. Diego Quer Ramón, mi tutor, su constante orientación e indicación, valiosos comentarios y sugerencias, animación y confianza durante todas las etapas de esta Tesis Doctoral. 天道酬勤，Dios recompensa a los diligentes. Esta frase hecha es su favorita, siempre me decía y me escribía en chino. Sabe mejor que nadie lo que he recorrido durante estos cuatro años para llegar hasta aquí y que todo ello no habría sido posible sin él. Cada vez cuando converso con él, confío más en mí misma y me acuerdo claramente de mi sueño cuando me matriculé en el Programa de Doctorado. Quisiera agradecer a Dña. Begoña Murcia Alcaraz y a la Profesora Dra. Rosario Andreu Guerrero, que me apoyaron desde el principio cuando intenté hacer la preinscripción. Si no fuera por ellas, no hubiera sido admitida ni matriculada en el Programa de Doctorado. La Universidad de Alicante debe estar orgullosa de tener personas como ellas que actúan lo mejor posible para los alumnos y las alumnas actuales y potenciales, y por supuesto para la Universidad. Con mi sincero agradecimiento a la Universidad de Alicante y al Instituto Universitario de Investigaciones Turísticas, que organiza este excelente Doctorado en Dirección y Planificación del Turismo. A la Profesora Dra. Cristina López Duarte y al Profesor Dr. Luis Valdés Peláez, su atención, dedicación y conocimientos recibidos durante mi Máster Universitario en la Universidad de Oviedo y las reuniones posteriores que han dejado profunda huella en mis estudios y amistades. Al Catedrático Dr. Zhou Ling Qiang, que me indicó las tendencias del desarrollo turístico de China, me invitó a un congreso de turismo de wellness y me presentó a sus contactos durante los meses que fui visitante en la Business School de la Universidad de Zhejiang. 2 / 300 Agradezco especialmente a mis padres que me están apoyando económicamente y psicológicamente desde China a lo largo de estos años, desde el aprendizaje del idioma, el Máster Universitario hasta el Doctorado. Mi madre Xing Yingru y mi padre Peng Jianghong siempre han estado presentes (aunque están en otra parte del mundo) en los momentos difíciles y desde aquí les reitero mi gratitud. Durante toda la vida, lo único que no podemos elegir son los padres. Tengo suerte, la verdadera suerte de tener a mis padres. Sin ellos, no habría podido realizar todo lo que he hecho y, lo más importante, no hubiera sido posible ser quien soy. Agradeciendo a mis abuelos maternos que me educaron desde pequeña, enseñándome que la perseverancia y el esfuerzo son el camino para lograr objetivos y vivir feliz sin arrepentirse. Durante estos años de estudios en España, pasé muy poco tiempo con ellos, lo siento muchísimo, especialmente el fallecimiento de mi abuela, es el dolor de toda mi vida. El sacrificio de mi familia y de mí misma merece la pena. Al final, gracias, muchísimas gracias a mí misma por tomar la decisión de venir a estudiar a España, profundizar en mis conocimientos profesionales y personales, dejar de vivir una vida cómoda en China con mis seres queridos. Ha habido momentos muy difíciles, los superé y aprendí muchísimo. A todos, muchas gracias. “Gan Xie Da Jia” en chino. XING PENG En Madrid, a 22 de diciembre de 2016 3 / 300 ÍNDICE SINTÉTICO ÍNDICE SINTÉTICO…………………………………………………………………….…………4 ÍNDICE ANALÍTICO...…………………………………………………………………….……....5 ÍNDICE DE FIGURAS……………………………………………………………………..……..10 ÍNDICE DE TABLAS………………………………………………………………….……...…..11 INTRODUCCIÓN DE LA TESIS DOCTORAL………….………………………………………13 CAPÍTULO 1: Evolución del sector turístico de la Antigua China…………………….…………17 1.1 Introducción…………………………………………………………………………………18 1.2 El Turismo en la Antigua China…………………………….………………………………20 1.3 El Turismo durante la Época Moderna de China…………….……………………………..67 1.4 Conclusiones………………………………………………………………………………...78 CAPÍTULO 2: Evolución e internacionalización del sector turístico contemporáneo de China….79 2.1 Introducción…………………………………………………………………………………80 2.2 La etapa de la preparación del sector turístico de China…………………………………....81 2.3 El comienzo y desarrollo del sector turístico de China……………………………………..88 2.4 La etapa de exploración y desarrollo del turismo de China.……………………………….110 2.5 La época de internacionalización, expansión y aceleración del sector turístico de China…………………………………………………………………...126 2.6 Conclusiones…………………………………………………………………………….…150 CAPÍTULO 3: Estudios teóricos sobre la internacionalización………………………………….153 3.1 Introducción………………………………………………………………………………...154 3.2 Estrategias de entrada……………………………………………………………………….157 3.3 Teorías sobre la Inversión Directa en el Exterior (IDE)……………………………………178 3.4 Los modelos y las estrategias de internacionalización en el sector hotelero de China……..189 3.5 Conclusiones………………………………………………………………………………..206 CAPÍTULO 4: Estudio de casos de las empresas chinas en el sector hotelero español………….209 4.1 Introducción………………………………………………………………………………...210 4.2 Metodología del estudio de casos……………………………………………………….….212 4.3 Descripción de las empresas objeto de estudio………………………………………….….223 4.4 Proceso de realización de las entrevistas……………………………………………….…..228 4.5 Cuestionario de entrevistas a las empresas seleccionadas…………………………….........234 4.6 Análisis de los resultados de cada empresa entrevistada………………………………...…235 4.7 Conclusiones………………………………………………………………………………..249 CAPÍTULO 5: Conclusiones finales……………………………………………………………..252 5.1 Discusión de los resultados………………………………………………………………....254 5.2 Contribuciones……………………………………………………………………………...259 5.3 Limitaciones……………………………………………………………………………...…260 5.4 Futuras investigaciones……………………………………………………………………..261 ANEXOS………………………………………………………………………………………....263 BIBLIOGRAFÍA…………………………………………………………………………………283 4 / 300 ÍNDICE ANALÍTICO ÍNDICE SINTÉTICO……………………………………………………….……………….……4 ÍNDICE ANALÍTICO……………………………………………………………………..……...5 ÍNDICE DE FIGURAS…………………………………………………………………………..10 ÍNDICE DE TABLAS……………………………………………………………………...……..11 INTRODUCCIÓN DE LA TESIS DOCTORAL………….……………………………………13 CAPÍTULO 1: EVOLUCIÓN DEL SECTOR TURÍSTICO DE LA ANTIGUA CHINA……………….……17 1.1 INTRODUCCIÓN…………………………………………………………………………….18 1.2 EL TURISMO EN LA ANTIGUA CHINA………………………………………...…………20 1.2.1 La Prehistoria: el turismo a través de la arqueología……….………………….……..21 1.2.2 El Período de las Primaveras y Otoños y el Periodo de los Reinos Combatientes: el turismo en los pensamientos y la literatura………….…………….…….….......24 1.2.3 La Dinastía Qin y la Dinastía Han: El turismo de vía ancha…….………………...…28 1.2.4 La Dinastía Wei, la Dinastía Jin y las Dinastías Meridionales y Septentrionales: el turismo de naturaleza……..……………………………………………………..34 1.2.5 La Dinastía Sui y la Dinastía Tang: el turismo de diversidad y los grandes logros turísticos……..………….……...…38 1.2.6 La Dinastía Song: el turismo del pueblo y ciudades prestigiosas……..…….………..52 1.2.7 La Dinastía Yuan: el turismo a nivel internacional……………………..…………….57 1.2.8 La Dinastía Ming: el desarrollo de las diferentes teorías turísticas y su clasificación……….………..60 1.2.9 La primera etapa de la Dinastía Qing: moderación del turismo chino…………….…64 1.3 EL TURISMO DURANTE LA ÉPOCA MODERNA DE CHINA…………………………...67 1.3.1 Introducción…………………….…………………..……………………..…………..67 1.3.2 El transporte turístico, la evolución del sector hotelero y la creación de la primera agencia de viajes…...…………………………....………..……………….69 1.3.3 Los diferentes motivos para hacer turismo…………………………………………...73 1.3.4 El desarrollo de los recursos turísticos……………………………………....…….….77 1.4 CONCLUSIONES…………………………………………..……………..……….……........78 5 / 300 CAPÍTULO 2: EVOLUCIÓN E INTERNACIONALIZACIÓN DEL SECTOR TURÍSTICO CONTEMPORÁNEO DE CHINA…………………………………………….…………….79 2.1 INTRODUCCIÓN……………………..……………………..…………………………….…80 2.2 LA ETAPA DE LA PREPARACIÓN DEL SECTOR TURÍSTICO DE CHINA……..………81 2.2.1 Los primeros pasos fundamentales de la evolución turística de la nueva China….…..83 2.2.2 Fortalecimiento de la dirección y gestión unificada y medidas para el desarrollo del turismo..…..…………………….…………..…………..………...…85 2.2.3 Eliminación de las interferencias y mirada hacia adelante.……………………….…..86 2.3 EL COMIENZO Y DESARROLLO DEL SECTOR TURÍSTICO DE CHINA………….…..88 2.3.1 Evolución del número de turistas internacionales……………………..……………...90 2.3.2 Evolución de turistas extranjeros según su país de residencia…………………….….92 2.3.3 Evolución de ingresos de reservas de divisas turísticas………..………………….….98 2.3.4 Evolución de los turistas internacionales según las ciudades principales de destino……………………………………..……..……………………………….…102 2.3.5 Evolución del sector hotelero………………………………..…………..………..…104 2.3.6 Evolución de la valoración de la calidad turística por los turistas internacionales.…106 2.3.7 Evolución del turismo receptor a nivel mundial……………………..………….…...108 2.4 LA ETAPA DE EXPLORACIÓN Y DESARROLLO DEL TURISMO DE CHINA………..110 2.4.1 Evolución del número de turistas internacionales……………………..………..…...112 2.4.2 Evolución de turistas extranjeros
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