An Exploratory Study of the Travel Motivation of Chinese Female Outbound Tourists

Mimi Li, Wen Tong, Leung Ariel

Research output: Journal article publicationJournal articleAcademic researchpeer-review

55 Citations (Scopus)


Females have received increasing attention in the travel industry as a unique market segment. Yet there have only been limited empirical inquiries into their travel behaviors, particularly those of Chinese female tourists. This study aims to fill that gap by investigating the travel motivation and behavioral patterns of Chinese female travelers in the context of outbound travel to Hong Kong. Four push and five pull motivational factors are identified. They are knowledge and prestige, enhancement of social relationships, rest and relaxation, adventure and excitement, modern image, natural environment and attractions, safety and cleanliness, ease of tour arrangement, and shopping, respectively. The motivational factors are examined in relation to situational factors, with respondents' marital status found to be the most influential. The findings are examined in the context of Chinese society as well as the rising significance and uniqueness of Chinese tourism; practical and theoretical implications are discussed.
Original languageEnglish
Pages (from-to)411-424
Number of pages14
JournalJournal of China Tourism Research
Issue number4
Publication statusPublished - 1 Jan 2011


  • China outbound tourism
  • female travelers
  • Hong Kong
  • Motivation

ASJC Scopus subject areas

  • Cultural Studies
  • Language and Linguistics
  • Linguistics and Language
  • Tourism, Leisure and Hospitality Management

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