Understanding the past, anticipating the future–a critical assessment of China outbound tourism research

Matias Thuen Jørgensen, Chun Hung Roberts Law, Brian Edward Melville King

Research output: Journal article publicationJournal articleAcademic researchpeer-review

28 Citations (Scopus)


This paper presents a critical assessment of the current state of China outbound tourism research. It draws upon an extensive review of peer-reviewed literature on China outbound tourism published between 2003 and 2015. In seeking an in-depth understanding of the current literature and its implications, the researchers propose five potential directions for future investigation. These include a call for researchers to embrace alternative research techniques that will contribute to theory building, as well as for an alignment of research activity that provides insights into both the evolution and the transformation of China outbound tourism.
Original languageEnglish
Pages (from-to)880-891
Number of pages12
JournalJournal of Travel and Tourism Marketing
Issue number7
Publication statusPublished - 2 Sep 2017


  • China
  • Chinese
  • critical
  • outbound
  • review
  • tourism

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing

Cite this