ABSTRACT
After looking at the economic, political and quantitative background of China’s outbound travel, the focus has to be shifted to the subjects of the activities: the Chinese travellers themselves. Obviously, for a country which has a fifth of mankind living within its borders, the warning of Pizam and Sussman (1995) is especially valid:
Nationality is only one variable that should be considered in predicting variation in tourist behaviour and should never be used as a sole explanatory variable. Certainly, not all tourists of the same nationality, regardless of demographic category, motivation, and life-style, behave the same.
