Beyond the stereotypes: Opportunities in China inbound tourism for second-tier European destinations

Matias Thuen Jørgensen, Rob Law, Brian Edward King

Research output: Journal article publicationJournal articleAcademic researchpeer-review

13 Citations (Scopus)


The existing literature has often represented Chinese tourists in broad and stereotypical ways, as a new generation of bumbling camera-waving tourists showing minimal regard for the local environments that they encounter. However, as Chinese have become more experienced travellers, they have diversified and changed their behaviours. Among these various changes, an increasing number of Chinese tourists have begun exploring second-tier destinations. By focussing on Chinese travellers to less visited second-tier destinations, this paper goes beyond the stereotypical representations of this fast-maturing market. It illustrates the heterogeneity of Chinese tourism, and its advantages for second-tier European destinations.

Original languageEnglish
Pages (from-to)488-497
Number of pages10
JournalInternational Journal of Tourism Research
Issue number4
Publication statusPublished - 1 Jul 2018


  • China
  • opportunities
  • second-tier destinations
  • stereotypes

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Transportation
  • Tourism, Leisure and Hospitality Management
  • Nature and Landscape Conservation

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