Chinese outbound tourist behaviour

Abstract

The world tourism organization projected in 2004 that outbound Chinese tourists would total 100 million by 2020. That forecast was surpassed six years earlier than assumed—107.28 million Chinese outbound tourists travelled in 2014. According to China’s ministry of culture and tourism, Chinese citizens made 169.21 million outbound trips in 2019 alone. Quer and Peng further pointed out that Chinese outbound tourists’ shopping satisfaction positively affects their travel-related attitudes as evidenced by destination loyalty and behavioural intentions. Most Chinese also remain influenced by their homeland’s cultural traditions, which implicitly discourage travel to remote and unknown areas to limit possible risk. Ctrip reported that Chinese tourists, especially those from second-, third-, and fourth-tier cities and regions, still prefer group tours as well. Based on a review of the main stages of Chinese outbound tourism development, three prominent waves of Chinese tourists, and relevant travel motivations, the evidence suggests that these tourists’ profiles have changed substantially throughout the past four decades.