Table Of Content“Layer after layer, this edited book unfolds outbound Chinese tourism ex-
periences in various countries. By doing so, it provides informed insights on
how to attract, accommodate, and serve this burgeoning market.”
—Jafar Jafari, University of Wisconsin-Stout, USA
“This book maps the evolution of Chinese outbound travel. It is an excellent
resource–for individuals interested in tourism and hospitality, including
domain experts, researchers, and students. Industry stakeholders and gen-
eral readers alike will appreciate this easy-to-digest overview of a globally
promising tourist segment.”
—Dingbin Long, Consul General of The People’s
Republic of China in Perth, Australia
“Given the dynamic and ever-expanding nature of the Chinese market, there
is heightened interest in further understanding the structure and changing
characteristics of such an important global force. This is a timely and com-
prehensively crafted book to touch not only on the inner layers of outbound
travel behavior, but also shed light on the emerging trends of Chinese tour-
ists. It is a must have book for researchers and practitioners.”
—Muzaffer Uysal, University of Massachusetts–
Amherst, USA
“This book is a must read for anyone with an interest in the outbound tour-
ist market from China. Much of what is reported about this market is purely
numerical; so, this text provides the much-needed greater depth about Chi-
nese tourist behavior abroad. Scholars and practitioners will find the con-
tents on market segmentation to be particularly enlightening and useful.”
—Alastair M. Morrison, University of Greenwich, UK
“This book provides a holistic picture of the Chinese outbound tourism in
the past, present, and future. It is a highly desirable resource for tourism
and hospitality scholars, students, and industry practitioners worldwide to
better understand Chinese outbound tourism and tourists’ behavior and
experiences.”
—Fang Meng, University of South Carolina, USA
“This book provides a superb overview of the emerging Chinese outbound
tourism industry. The editors’ intimate understanding of the market is
showcased through their exposition of the history of the Chinese tourism
market, followed by clear and well thought out insights into emerging trends
and factors which influence consumer behavior within the tourism market.
On all accounts, I highly recommend this book.”
—Ian Phau, Curtin University, Australia
“By introducing cutting edge research, this book offers a meticulous over-
view of the Chinese outbound tourism market development and tourist be-
haviors. The editors provide a pragmatic and analytical look at this large
tourism source country in the world, which is a useful reference book for
practitioners and researchers.”
—Danni Zheng, Fudan University, China
Chinese Outbound Tourist Behaviour
Assuming an international perspective, Chinese Tourist Outbound Behav-
iour presents an insightful exploration of the evolution of China’s tourism
market, explores Chinese tourists’ behaviour, and considers how the coun-
try’s tourism landscape will expand in the future.
Featuring 17 chapters compiled and written by industry experts repre-
senting 11 countries, this collection offers a vivid profile of Chinese tourists
and the characteristics distinguishing them from other market segments.
This book coincides with the growing interest in Chinese tourism and tour-
ist behaviour as the top market in the world in terms of tourism spending
and arrival numbers, presenting an overview of Chinese tourist segments
and travel-related concerns to paint a clear picture of the market’s status.
Chapters address the future of Chinese tourism, providing industry stake-
holders an up-to-date view on this valuable market along with suggestions
to best harness the market’s power.
Providing an up-to-date exploration of numerous contemporary issues,
this book will be valuable to a wide audience, including advanced students
in tourism, hospitality and leisure and recreation studies and stakeholders,
authorities, establishments and employees within the tourism industry. This
book offers readers greater knowledge about the past, present and future of
the Chinese outbound tourism market.
Jun Wen is a lecturer in Tourism and Service Marketing at the School of
Business and Law, Edith Cowan University (ECU), Australia. Jun is an
award-winning early career researcher. He was named among the Top 40 of
Australia’s early achievers (Rising Stars) in 2020 and 2021.
Metin Kozak holds Ph.D. degree from Sheffield Hallam University, UK. He
is elected as the Fellow of the International Academy for the Study of Tour-
ism, and Tourist Research Centre. His research interests entail marketing
and consumer behavior. His current affiliation is with Kadir Has Univer-
sity, Turkey and he is the co-editor of the journal Anatolia.
Routledge Advances in Tourism
Edited by Stephen Page, Hertfordshire Business School,
University of Hertfordshire, UK
Hosting the Olympic Games
Uncertainty, Debates, and Controversy
Edited by Marie Delaplace and Pierre-Olaf Schut
Encountering Nazi Tourism Sites
Derek Dalton
Evaluating the Local Impacts of the Rio Olympics
Edited by Marcelo Neri
Mountain Resort Marketing and Management
Armelle Solelhac
Ageing and the Visitor Economy
Global Challenges and Opportunities
Stephen J. Page and Joanne Connell
Asian Mobilities Consumption in a Changing Arctic
Edited by Young-Sook Lee
Tourism and Foreign Direct Investment
Issues, Challenges and Prospects
Edited by H. Cristina Jönsson
Chinese Outbound Tourist Behaviour
An International Perspective
Edited by Jun Wen and Metin Kozak
For more information about this series, please visit: www.routledge.com/
advances-in-tourism/book-series/SE0538
Chinese Outbound Tourist
Behaviour
An International Perspective
Edited by
Jun Wen and Metin Kozak
First published 2022
by Routledge
2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN
and by Routledge
605 Third Avenue, New York, NY 10158
Routledge is an imprint of the Taylor & Francis Group, an informa business
© 2022 selection and editorial matter, Jun Wen and Metin Kozak;
individual chapters, the contributors
The right of Jun Wen and Metin Kozak to be identified as the
authors of the editorial material, and of the authors for their
individual chapters, has been asserted in accordance with sections
77 and 78 of the Copyright, Designs and Patents Act 1988.
All rights reserved. No part of this book may be reprinted or
reproduced or utilised in any form or by any electronic, mechanical,
or other means, now known or hereafter invented, including
photocopying and recording, or in any information storage or
retrieval system, without permission in writing from the publishers.
Trademark notice: Product or corporate names may be trademarks
or registered trademarks, and are used only for identification and
explanation without intent to infringe.
British Library Cataloguing-in-Publication Data
A catalogue record for this book is available from the British Library
Library of Congress Cataloging-in-Publication Data
A catalog record has been requested for this book
ISBN: 978-0-367-63918-1 (hbk)
ISBN: 978-0-367-63920-4 (pbk)
ISBN: 978-1-003-12132-9 (ebk)
DOI: 10.4324/9781003121329
Typeset in Times New Roman
by codeMantra
Contents
List of figures xi
List of tables xiii
List of contributors xv
Foreword
TIANYU YING xix
1 Chinese outbound tourist behaviour: an introduction 1
JUN WEN AND METIN KOZAK
PART I
Historical development of Chinese outbound tourism 19
2 History, development and politics of China’s outbound tourism 21
MATIAS THUEN JØRGENSEN AND ANDERS
ELLEMANN KRISTENSEN
3 From then to now: a brief history of China’s outbound
tourism market 33
VORAKARN CHALERMCHAIKIT AND YIXUAN CHENG
4 Development of China’s outbound tourism
market: a brief history from then to now 46
SHUAIBU CHIROMA HASSAN AND IBRAHIM SANI
5 Development of China’s outbound tourism: new trends and
travel patterns 61
DIEGO QUER AND JIANRONG PENG
viii Contents
PART II
Travel experiences of Chinese outbound tourists 75
6 China’s long-haul travel experiences: the development of
Chinese tourism in Italy 77
LALA HU, MIRKO OLIVIERI AND JUN WEN
7 Experience economy in wellness tourism to attract
Chinese outbound tourists 92
YEDAN FAN, SALMI MOHD ISA AND SHAOHUA YANG
8 The challenges of targeting the Chinese outbound
market: a case study of Fiji 105
SERA VADA AND NOEL SCOTT
9 Identifying the key factors influencing service quality
among Chinese GTPs in New Zealand 123
SHAOHUA YANG, SALMI MOHD ISA AND YEDAN FAN
10 Chinese tourists’ behavior on package tours in Turkey 134
VEDAT ACAR
11 Destination food image: a systematic literature review to
assess future perspectives 146
FANGLI HU AND HAN SHEN
12 Local perceptions and behavior of Chinese tourists at
the tulip fields in the Netherlands 165
XIAODAN ZHAO AND NITASHA SHARMA
13 The future of Chinese outbound tourism: an
Australian perspective 180
CLARE LADE AND ELSPETH FREW
Contents ix
PART III
Chinese outbound tourists’ shopping and health 193
14 The shopping behaviour of Chinese outbound tourists 195
LINA ZHONG, LIYU YANG AND ALASTAIR M. MORRISON
15 Who are Chinese luxury travelers? 209
ELAINE YULAN ZHANG AND TONY S. M. TSE
16 Effects of COVID-19 knowledge on Chinese tourists’
intentions for medical purposes 224
FOAD IRANI, SINA VAHEDI AND SIMA RAHIMIZHIAN
PART IV
Revisiting Chinese outbound tourism 237
17 Chinese outbound tourism in the post-SARS-CoV-2 era 239
WOLFGANG GEORG ARLT
Index 255
