Introduction

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. China’s influence in the global tourism arena will be even more significant with the realization of the World Tourism Organization’s vision of Mainland China as a top world tourism destination and tourist-generating country by 2020. The preeminent role of Chinese travelers in the social space of tourism has stimulated much interest in understanding their behaviors and psychology in various tourism settings.