ABSTRACT
Overtourism in the Netherlands has been a persistent problem, especially in Amsterdam and nearby areas with hordes of tourists being particularly disruptive at the tulip fields. Several media outlets have reported transgressive behavior by Chinese tourists at the tulip fields and gardens. The study explores the motivations, perceptions, and behavior of Chinese tourists at the tulip fields in the Netherlands, along with local perspectives on tourism and tourist behavior. A multi-method approach has been used to provide an insight into the marketing of tulip fields, the psychology behind Chinese tourist transgressions, and strategies for managing tulip-related activities for the tourists. The results reveal that Chinese tourists’ motivations and perceptions are shaped by the expectation of experiencing an authentic Dutch identity and transgressive behavior among Chinese tourists at the tulip fields could be explained by the mechanism of moral disengagement, which is influenced by both individual moral standards and collective behavior.
