ABSTRACT
The growth in outbound tourism from China has excited the imagination of destinations around the world. Outbound tourists from China exceeded 97 million in 2013, with an annual expenditure of more than $130 billion (UNWTO, 2014). This distinguishes Chinese travelers as the world’s highest travel spenders. Industry sources also predict that the number of outbound Chinese tourists will exceed 200 million by 2020, with more than US$300 billion in overseas spending (UNWTO, 2013).
