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“Layer after layer, this edited book unfolds outbound Chinese tourism experiences 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 general 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 tourists. 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 tourist 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 contents 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 overview 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 country’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 tourist 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 stakeholders 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