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When east meets west: An exploratory study on Chinese outbound tourists’ travel expectations

Author

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  • Li, Xiang (Robert)
  • Lai, Chengting
  • Harrill, Rich
  • Kline, Sheryl
  • Wang, Liangyan

Abstract

The booming Chinese outbound tourism has attracted worldwide attention. This study attempts to examine Chinese tourists’ expectations of outbound travel products. A series of focus groups were conducted in eleven cities in China and various issues, concerns, and problems were identified related to Chinese outbound tourists’ expectations of accommodations, food and restaurants, tour guides and itineraries, entertainment and activities, and transportation. The focus group results showed that, while Chinese outbound tourists share many of the same fundamental needs and desires of all tourists, this group has particular expectations in terms of amenities and service standards. Understanding these expectations may help Western service providers better serve this market.

Suggested Citation

  • Li, Xiang (Robert) & Lai, Chengting & Harrill, Rich & Kline, Sheryl & Wang, Liangyan, 2011. "When east meets west: An exploratory study on Chinese outbound tourists’ travel expectations," Tourism Management, Elsevier, vol. 32(4), pages 741-749.
    • Handle: RePEc:eee:touman:v:32:y:2011:i:4:p:741-749
    DOI: 10.1016/j.tourman.2010.06.009
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    References listed on IDEAS

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    1. Lim, Christine & Wang, Ying, 2008. "China's post-1978 experience in outbound tourism," Mathematics and Computers in Simulation (MATCOM), Elsevier, vol. 78(2), pages 450-458.
    2. (Robert) Li, Xiang & Harrill, Rich & Uysal, Muzaffer & Burnett, Traverse & Zhan, Xiaofeng, 2010. "Estimating the size of the Chinese outbound travel market: A demand-side approach," Tourism Management, Elsevier, vol. 31(2), pages 250-259.
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