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Estimating the size of the Chinese outbound travel market: A demand-side approach

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  • (Robert) Li, Xiang
  • Harrill, Rich
  • Uysal, Muzaffer
  • Burnett, Traverse
  • Zhan, Xiaofeng

Abstract

The Chinese outbound travel market has been one of the fastest-growing international markets over the past decade. However, estimating the size and identifying key tourist-generating areas for the Chinese travel market remain a significant challenge for international marketers. This empirical study employs an incidental target-market approach and presents updated research findings concerning this burgeoning market. Primary and secondary tourist-generating cities of Mainland China were identified based on population size and level of socioeconomic development, and their market potential for outbound travel was assessed through a large-scale telephone survey. This study estimated that the current Chinese outbound travel market comprises approximately 22 million city residents, among whom 11.5 million have traveled or plan to travel to destinations outside Asia. In addition to estimating market size and making recommendations on target cities, the study also introduces an effective research design for identifying target markets and customers.

Suggested Citation

  • (Robert) Li, Xiang & Harrill, Rich & Uysal, Muzaffer & Burnett, Traverse & Zhan, Xiaofeng, 2010. "Estimating the size of the Chinese outbound travel market: A demand-side approach," Tourism Management, Elsevier, vol. 31(2), pages 250-259.
    • Handle: RePEc:eee:touman:v:31:y:2010:i:2:p:250-259
    DOI: 10.1016/j.tourman.2009.03.001
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    References listed on IDEAS

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    1. Urem, Branka & Alcorta, Ludovico & An, Tongliang, 2008. "The Innovativeness of Foreign Firms in China," MERIT Working Papers 2008-019, United Nations University - Maastricht Economic and Social Research Institute on Innovation and Technology (MERIT).
    2. Burdekin,Richard C. K., 2012. "China's Monetary Challenges," Cambridge Books, Cambridge University Press, number 9781107407725.
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    Cited by:

    1. Li, Xiang (Robert) & Lai, Chengting & Harrill, Rich & Kline, Sheryl & Wang, Liangyan, 2011. "When east meets west: An exploratory study on Chinese outbound tourists’ travel expectations," Tourism Management, Elsevier, vol. 32(4), pages 741-749.
    2. Peng, Norman & Chen, Annie & Kwon, Kyung-Joon, 2016. "Chinese football fans’ intentions to visit Europe," Annals of Tourism Research, Elsevier, vol. 61(C), pages 234-238.
    3. Lu, Jiaying & Hung, Kam & Wang, Lili & Schuett, Michael A. & Hu, Liang, 2016. "Do perceptions of time affect outbound-travel motivations and intention? An investigation among Chinese seniors," Tourism Management, Elsevier, vol. 53(C), pages 1-12.
    4. Folinas, Sotiris & Metaxas, Theodore, 2020. "‘Tourism: The Great Patient of Coronavirus COVID-2019’," MPRA Paper 99666, University Library of Munich, Germany.
    5. Wu, Mao-Ying & Pearce, Philip L., 2014. "Chinese recreational vehicle users in Australia: A netnographic study of tourist motivation," Tourism Management, Elsevier, vol. 43(C), pages 22-35.
    6. Xu, Yueying & McGehee, Nancy Gard, 2012. "Shopping behavior of Chinese tourists visiting the United States: Letting the shoppers do the talking," Tourism Management, Elsevier, vol. 33(2), pages 427-430.
    7. Lee, Sangjae & Jeon, Sungil & Kim, Doyoung, 2011. "The impact of tour quality and tourist satisfaction on tourist loyalty: The case of Chinese tourists in Korea," Tourism Management, Elsevier, vol. 32(5), pages 1115-1124.
    8. Yang, Yang & Liu, Hongbo & Li, Xiang (Robert) & Harrill, Rich, 2018. "A shrinking world for tourists? Examining the changing role of distance factors in understanding destination choices," Journal of Business Research, Elsevier, vol. 92(C), pages 350-359.
    9. Pierpaolo D'Urso & Girish Prayag & Marta Disegna & Riccardo Massari, 2013. "Market Segmentation using Bagged Fuzzy C–Means (BFCM): Destination Image of Western Europe among Chinese Travellers," BEMPS - Bozen Economics & Management Paper Series BEMPS13, Faculty of Economics and Management at the Free University of Bozen.
    10. Prayag, Girish & Hosany, Sameer, 2014. "When Middle East meets West: Understanding the motives and perceptions of young tourists from United Arab Emirates," Tourism Management, Elsevier, vol. 40(C), pages 35-45.
    11. Li, Xiang (Robert) & Meng, Fang & Uysal, Muzaffer & Mihalik, Brian, 2013. "Understanding China's long-haul outbound travel market: An overlapped segmentation approach," Journal of Business Research, Elsevier, vol. 66(6), pages 786-793.
    12. Chun-Ming Chien & Cheng-Yih Hong & Jian-Fa Li, 2014. "Spillover Effects Of Tourism Policychanges On Hospitality Industries," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 8(2), pages 111-124.
    13. Lai, Chengting & Li, Xiang (Robert) & Harrill, Rich, 2013. "Chinese outbound tourists' perceived constraints to visiting the United States," Tourism Management, Elsevier, vol. 37(C), pages 136-146.
    14. Silvia Gravili & Pierfelice Rosato, 2017. "Italy¡¯s Image as a Tourism Destination in the Chinese Leisure Traveler Market," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 9(5), pages 28-55, October.
    15. Tanya Arenas & Miguel Ángel Martínez & Xu Honggang & Oswaldo Morales & Mauricio Chávez, 2019. "Integrating VSM and Network Analysis for Tourism Strategies – Case: Mexico and the Chinese Outbound Market," Systemic Practice and Action Research, Springer, vol. 32(3), pages 315-333, June.

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