Retail tours in China for overseas Chinese: Soft power or hard sellα

Anna Kwek, Ying Wang, David B. Weaver

Research output: Journal article publicationJournal articleAcademic researchpeer-review

41 Citations (Scopus)


We used analytical auto-ethnography to explore the package tour experience of overseas Chinese in China. Soft power and hard sell both emerge as integral aspects of this sellscape. Soft power capitalizes on participant motivations of cost, culture, curiosity and consumerism and is manifest in high quality and low cost facilities and services. Hard sell occurs in shopping venues and is characterized by aggressive sales tactics and captive settings. Dissatisfaction with hard sell, however, is 'negotiated' and does not outweigh overall satisfaction, suggesting that tours contribute positively to the geopolitical sustainability of the Chinese state. Optimal mobilization, however, is more likely through more explicit government involvement.

Original languageEnglish
Pages (from-to)36-52
Number of pages17
JournalAnnals of Tourism Research
Issue number1
Publication statusPublished - Jan 2014
Externally publishedYes


  • China
  • Geopolitical sustainability
  • Overseas Chinese
  • Package tours
  • Retail tourism
  • Soft power

ASJC Scopus subject areas

  • Development
  • Tourism, Leisure and Hospitality Management


Dive into the research topics of 'Retail tours in China for overseas Chinese: Soft power or hard sellα'. Together they form a unique fingerprint.

Cite this