La adaptación de los espacios museísticos al mercado turístico chino. Análisis de la ciudad de Barcelona

Chinese outbound tourism has significantly altered the tourism model in Europe, with clear evidence in countries such as Spain, which has emerged as one of the most popular destinations among Chinese travellers over the past two decades. This study posits that Spanish museums and major cities, focal points for Chinese tourists, are crucial to an understanding of Spain‘s cultural image, and to its rich heritage and artistic wealth. Therefore, the aim of this article is to analyse how museums in the city of Barcelona have adapted to accommodate Chinese tourists, a high‐spending segment. A sample of museums was selected for analysis using variables established through an extensive literature review, interviews and consultations with technical staff and public managers, and content analysis from one Chinese travel platform, Ctrip. The results reveal that almost all the museums studied exhibit a trajectory with limited attention to the profile of Chinese visitors. However, a discrepancy is detected between the evaluations made by the management/technical teams and the Chinese visitors on the platform analysed.