Chinese Consumers in a New Era Their Travel Behaviors and Psychology

As a newcomer to tourism, China has amazed the world with its rapid growth of inbound, outbound, and domestic tourism. Tourists from the Greater China area (Mainland, Hong Kong, Macao, and Taiwan) are well positioned to change the world’s tourism landscape. Influence of China in the global tourism arena will be even more significant with the realization of WTO’s vision of Mainland China as a top world tourism destination and tourists-generating country by 2020. The preeminent role of Chinese travellers in the social space of tourism has stimulated much interest in understanding their behaviors and psychology in various tourism settings. The chapters in this collection investigate different aspects of Chinese consumer behaviors and psychology in tourism settings. This book was originally published as a special issue of the Journal of China Tourism Research.

Introduction Kam Hong and Xiang (Robert) Li 1. Exploring Chinese Outbound Tourism Motivation Using Means–End Chains: A Conceptual Model Shan Jiang, Noel Scott, Peiyi Ding and Tony Tongqian Zou 2. Comparing Mainland Chinese Tourists’ Satisfaction With Hong Kong and the UK Using Tourist Satisfaction Index Gang Li, Haiyan Song, Jason Li Chen and Doris Chenguang Wu 3. Annoying Tourist Behaviors: Perspectives of Hosts and Tourists in Macao Kim Ieng Loi and Philip L. Pearce 4. An Empirical Study of Anticipated and Perceived Discrimination of Mainland Chinese Tourists in Hong Kong: The Role of Intercultural Competence Ben Haobin Ye, Hanqin Qiu Zhang and Peter P. Yuen 5. From Destination Image to Destination Loyalty: Evidence From Recreation Farms in Taiwan Chyong-Ru Liu, Wei-Rong Lin and Yao-Chin Wang 6. Selection of Outbound Package Tours: The Case of Senior Citizens in Hong Kong Louisa See-Sum Lee, Henry Tsai, Nelson K.F. Tsang and Ada S.Y. Lo

Kam Hung is an assistant professor at the School of Hotel and Tourism Management of The Hong Kong Polytechnic University, Hong Kong. She received her Master’s and Ph.D degrees from Texas A&M University, USA. Her research interests include tourism marketing, tourist behaviour and psychology, senior travel, and cruise tourism. Xiang (Robert)Li is an associate professor at the School of Hotel, Restaurant, and Tourism Management, University of South Carolina, USA. His research mainly focuses on destination marketing and tourist behavior, with special emphasis on international destination branding, customer loyalty, and tourism in Asia.