The Status Quo and Countermeasures of Chinese Residents' Outbound Tourism Behavior

Abstract

[eng] The scale of China's outbound travel is getting bigger and bigger, and the research on the behavior of Chinese tourists around the world is becoming more and more important. This paper sorts out the ethical behaviors, consumption behaviors, cultural behaviors and travel motives of Chinese outbound tourists at domestic and abroad. From the perspective of tourism organizers, the questionnaires and interviews are used to investigate the behavior characteristics of Chinese tourists in Balearic Islands, Spain. It was found that a large part of the Chinese tourists in the Balearic Islands came from the young middle class in Zhejiang Province, and the main purpose of them was visiting relatives and friends. They travel less frequently in Europe each year and stay in the island for a shorter period of time. Most people get travel information through the Internet or relatives and friends. The preference ways to travel are free or semi-free. Their average level of consumption is higher, and they prefer to buy luxury goods in the Balearic Islands than in other European cities. They rarely choose airbnb, they like Chinese food and local specialty restaurants. Group visitors want more free time and more professional guide services.