The Thesis shall get insights into the usage of the Chinese digital ecosystem from China Outbound Tourists while travelling in Switzerland.

The author continues deductively and utilises qualitative research approach — the essential information collected through personal street interviews with 52 Chinese FIT and seven in-store merchants interviews. The secondary data information of the thesis comes from reliable sources, such as scientific journals, government statistics and works of literature.

Discoveries from the research demonstrate the key components that influence Chinese FITs on visiting Switzerland are recommendations by family and friends the attractiveness of the Alpine Region well-developed and accessible public transportation, TV promotion and KOL's and celebrities impact.