Outbound Tourism From China: Literature Review and Research Agenda

The rapid growth of China's outbound tourism market has attracted a great deal of attention in recent years. However, the academic literature is still sparse in this area. Using a theoretical framework that synthesises the key processes related to destination choice, the authors undertake a systematic review of the academic literature on outbound tourism from China. Stemming from this review, the article provides some direction for future empirical research on this important topic. The authors also suggest that a new model for travel planning could be developed, suggesting that traditional destination choice models may inadequately capture the nuances of destination choice in the Chinese context.