Understanding Chinese Overseas Recreational Vehicle Tourists: A Netnographic and Comparative Approach

Abstract

A new group of participants, young, independent, technology empowered Chinese tourists, are entering the international recreational vehicle (RV) drive market. This study addressed three research questions: Who are they? Why do they travel in this style? Where do they go? Netnography was undertaken as the research approach. The findings were contextualized by comparison with existing knowledge about mature RV users (e.g., Grey Nomads, Snowbirds, and retirees). It was found that the Chinese RV tourists share some commonalities with the mature RV market. The differences, however, were also substantial. Implications for other markets and destinations in developing the international driving market are offered. Furthermore, the use of netnography to offer insights to understand new markets and/or new activities is highlighted.