Puzzles in Understanding Chinese Tourist Behaviour: Towards a Triple-C Gaze

Considerable efforts are underway to understand the behaviours of the growing number of outbound Chinese tourists. Existing research has shown that this market is complex, and an awareness of regional differences, change within China, and sensitivity to other world views are needed to guide studies in this area. For western researchers, several puzzles require conceptual clarification. These items of interest include what motivates Chinese tourists and are their motives different from those of western tourists? Among the other questions to be asked are, how do Chinese tourists interact with each other and their hosts, and how do they view unfamiliar natural environments? These are big questions and require a holistic and comprehensive approach to seeking initial answers. The paper approaches the puzzles posed by Chinese tourist behaviour by considering tourists' experiences as an orchestrated pattern of five blended forces. In particular, attention was directed towards the social behaviours, the role of sensory modalities, and the cognitive, affective and activity facets of experience. Further, this review explains how three major streams of influence (Confucianism, Communism and Capitalism) operate on and through the Chinese outbound tourists' experiences. The paper identifies these multiple influences as producing an oscillating triple-C gaze. The application of this concept can arguably help better delineate the perspectives of the twenty first century outbound Chinese travellers. As the quest to solve the puzzles of Chinese tourist behaviour gathers momentum, the opportunities for more longitudinal research and comparative studies viewed within this triple-C gaze are identified as useful complements to existing work.