ABSTRACT
The development of China, a source market of international tourism over recent years, can be perceived as a revolution. Chinese tourists are newcomers who demonstrate totally different behaviors and consumption patterns. Despite the fact that recent years have shown the rapid increase of Chinese outbound tourists, there are still gaps of knowledge of Chinese outbound tourists’ behavioral characteristics. Thus, this chapter aims to explore the main factors that motivate the Chinese tourists to travel abroad. First, the chapter will introduce a brief history about Chinese outbound tourism. Second, the comparison of Chinese outbound tourists’ motivation between elder generation and young generation will be shown. Third, a prediction of future trend of Chinese outbound tourism will be given. The results of the study will show the evolution of Chinese outbound tourists’ demands and motivations, which can help the practitioners to implement effective strategies to meet customers’ satisfaction in current travel trend.
