Emotional Encounters of Chinese Tourists to Japan

ABSTRACT: While Sino-Japanese relation(s) have been placed on hold since 2013, Japan has become the most desired overseas destination for mainland Chinese tourists. This study aims to understand the unexpected tourist flows of Chinese tourists to Japan seen through the lens of tourist emotions. Using a qualitative approach and netnography data, the study reveals that during their trip, Chinese tourists experience mixed feelings of resistance, admiration, welcome, embarrassment, and attachment to Japan and its people. The trip has challenged Chinese tourists’ stereotypes about Japan and has stimulated their reflections on China’s modernization.