Chinese Outbound Tourism 2.0  book cover
1st Edition

Chinese Outbound Tourism 2.0

Edited By

Xiang (Robert) Li

ISBN 9781771881807
Published December 15, 2015 by Apple Academic Press
428 Pages 38 B/W Illustrations

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Book Description

Booming Mainland Chinese outbound travel is one of the most exciting phenomena in the world tourism industry’s recent history. From 2000 to 2010, Chinese outbound travel increased at a compounded annual rate of 18.5 percent, and it is forecasted that by 2020 China will generate approximately 100 million outbound trips a year, making China the fourth largest source of outbound travel in the world. The new Chinese tourists are more confident, technologically savvy, value conscious, and ready to explore unfamiliar territory. For tourism marketers and researchers who are getting ready to or just celebrated their initial "west-meets-east" moments, the new Chinese tourists are showing up at their doors and presenting new challenges for marketing and service. In this book, leading authors from around the world share their most cutting-edge findings and thoughts on the Chinese outbound travel market. The book reflects on the paths of the Chinese outbound travel development, reports new trends and issues, and provides new insights and recommendations.

For practitioners around the world (e.g., destination policymakers and marketers, travel and tourism service providers, owners, and managers), this book provides hands-on guidance on understanding tourists from Mainland China. For tourism scholars, educators, and students, this book provides basic yet essential knowledge on the Chinese outbound travel market and tourist behavior and points out important future directions. Most tourism programs today have an international component in their curriculum, usually including a global tourism class. This book serves as an excellent supplemental reading for students in these classes.

Table of Contents



China’s Outbound Tourism: History, Current Development and Outlook; Wolfgang Georg Arlt

Evolution of China’s Policy of Outbound Tourism; Guangrui Zhang

Review of Chinese Outbound Tourism Research: Status Quo and Future Directions; Ying Wang and Xin Jin


Mainland Chinese Outbound Tourism to Hong Kong: Recent Progress; Tony S. M. Tse

Mainland Chinese Outbound Tourism to Macao: Recent Progress; Xiangping Li

Mainland Chinese Outbound Tourism to Taiwan: Recent Progress; Li Shen, Chia-Kuen Cheng, Yann-Jou Lin, and Hsi-Lin Liu

Mainland Chinese Outbound Tourism to Asia: Recent Progress; Hanqin Qiu and Lei Fang

Mainland Chinese Outbound Tourism to Australia: Recent Progress; Iris Mao and Songshan (Sam) Huang

Mainland Chinese Outbound Tourism to Europe: Recent Progress; Berenice Pendzialek

Mainland Chinese Outbound Tourism to the United States: Recent Progress; Hongbo Liu, Xiang (Robert) Li, and Scott Johnson


Service Expectations of Chinese Outbound Tourists; Kevin Kam Fung So, Wei Liu, Ying Wang, and Beverley Sparks

Chinese Tourists’ On-Site Experience in Florence: Applying the Orchestrate Model; Philip L. Pearce and Mao-Ying Wu

Chinese Gambling Preferences and the Emergence of Casino Tourism; Ipkin Anthony Wong

Chinese Outbound Tourists’ Shopping Behavior; Fang Meng and Pei Zhang

Chinese Outbound Tourists’ Luxury Consumption; Wan Yang

Application of Social Media Among Chinese Outbound Tourists: Platforms and Behaviors; Han Shen and Xing Liu

Your Stories Online, the Heuristics of My Next Journey; Xin Yang, Dan Wang, and Brian King

The Road Less Travelled: Regional Dispersal of Chinese Tourists in Australia; Byron W. Keating and Marg Deery

An Empirical Study on Travel Intention to Japan: A Case Study of Mainland Chinese Citizens after the Diaoyu Island Political Crisis; Yingzhi Guo and Yun Chen

Chinese Outbound Student-Tourists: Developing a Taste for Independent Travel; Brian King and Sarah Gardiner


New Perspective for Research Methodology in the Era of China Outbound Tourism 2.0: A Practitioner’s Observation; Stanley Chan

Chinese Outbound Tourism: A Critical Inquiry; Rich Harrill, Xiang (Robert) Li, and Honggen Xiao

Market Trends and Forecast of Chinese Outbound Tourism; Li Jason Chen, Gang Li, Lingyun Zhang, and Ruijuan Hu


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Dr. Xiang (Robert) Li is a professor and Washburn Senior Research Fellow at the School of Tourism and Hospitality Management at Temple University, Philadelphia, Pennsylvania, USA. He was formerly a professor at the School of Hotel, Restaurant, and Tourism Management at the University of South Carolina, and Associate Director of USC’s Alfred P. Sloan Foundation Travel & Tourism Industry Center and International Tourism Research Institute. Dr. Li’s research mainly focuses on destination marketing and tourist behavior, with special emphasis on international destination branding, customer loyalty, and tourism in Asia. He has authored nearly 100 scientific publications and is serving on the boards of 11 journals and book series. He is currently guest-editing a special series on "Emerging-Market Tourist Behavior" for the Journal of Travel Research. He also guest co-edited a special issue for the Journal of Business Research and one for the Journal of China Tourism Research. Dr. Li’s academic work has been recognized by a number of awards, including the 2013 "Emerging Scholars of Distinction" Award by the International Academy for the Study of Tourism and the first-ever "Best Emerging Scholar in Tourism (B.E.S.T.)" Award by the International Tourism Studies Association.

Dr. Li has conducted extensive tourism research in various areas and has been awarded over $1.14 million in research funding. His clients include the United State Department of Commerce/Office of Travel and Tourism Industries (OTTI), China National Tourism Administration (CNTA), the United States Travel Association (UST, formerly TIA), and National Tour Association (NTA), as well as numerous destination marketing organizations and companies. His research on China and Japan outbound tourism and destination marketing has been cited by a number of American and international media, such as USA Today, Time, Las Vegas Sun Times, The Globe and Mail (Canada), and China Daily. During 2012–13, Dr. Li served on the Global Insights Advisory Council for Brand USA. He holds/held adjunct or visiting faculty appointments in universities in Australia, Hong Kong, and Mainland China. He is also a frequent speaker at numerous international and industry conferences.


"Offer[s] a panoramic view of the second wave of China’s outbound tourism. . . . An excellent selection of articles written by brilliant researchers and practitioners. The advent of ‘Chinese outbound tourism 2.0’ as the core argument is scrutinized on a global scale. Also, articles from both micro- and macro-levels offer various perspectives to view the changing patterns in tourism."

—Tourism Analysis, review by Jia Xie, University of Glasgow