1. Being Chinese, being an outbound Chinese tourist
an identity perspective
My research is highly focused on identity.
Identity is always a relative term.
My identity does not only include who I am but also other’s view about me. Today I will not only focus on how self-concept influence tourist beheviour but also how other’s view about Chinese tourist influence their behaviour
15 nina
Dr. Carol Xiaoyue ZHANG
Senior Lecturer in Marketing
Portsmouth Business School, UK

2. Changes in being a Chinese tourist
1990- early 2000s
2010- now
Context
Underdeveloped economic status
Numerous barrier to go abroad
Developed economic status
Less barriers
Increase national pride & Chinese dream
Travel
Expensive & inaccessible
Affordable & accessible
Social status
The ability to travel (famous attractions)
The ability to visit destination where few Chinese visited (Niche)
Gaze
Appreciation of advancement
Admire & look up to
Appreciation of differences
Expected advancement vs Self-advancement
I was reflecting back my past 15 years outbound travel experience for over 40 countries I find thatthere are some noticeable changes
I have explained what travel mean to Chinese tourists and how this influenced by their self-identity
600 pound for visa household salary. 荷兰
免签 |xin ma tai
Pround of self being Chinese
Motivation not escape but gain social status
Post on wechat
Motivation – prestiage within community
Status as keywords
Package tour
Frequent travelers – adventurous being like a western tourist – create status
Majorca – niche
Outbound xi 2013
The compoent of admiring has been significantly descrease from the early 2000
Horitazil gaze
Urry’s (2002) call to attend to the existence of different forms of gazes and their implications on the tourist self and setting in tourism
to in
vestigate how post-Mao gazes in Chinese budget tourism are shaped by shifting discourses in contemporary Chinese society.
China and does not consider the ways in which individual tourists make sense of and negotiate their tourism subjectification.
Critiques of the concept of the gaze in tourism or the ‘tourist gaze’ have focused tourism academia’s attention on the Eurocentrism of the concept’s historical roots and its uncritical application to Asian tourists and tourismand the dualism—gazed and gazer—it evokes

3. Identity is not only about how we view ourselves :
“us” & “others”
Identity is not only about how we view ourselves but also include how others view ourself. Combination between us and others meakes identity intereating
Being gazed by others

4. Identity of Chinese tourists
Chinese Tourists & their perceived identities
Identity of Chinese tourists
When you type Chinese tourists those are the things you find
What is the global image of Chinese toruists

5. How this perceived group identity influence Chinese tourists?
Face is social anchoring of self in the gaze of others
Chinese as interdependent person
All people from our country are brothers
Xiang xiang
To understand how this perceived group identity influence Chinese tourists,
I introduce the concept of face Face is …….
the concept of face is crucial as majority of Chinese report use the term diu lian (losing face) to express the reflections in relation to the perceived negative image of Chinese tourists.
Why is losing face because face is not only reputation of a person but also basic dignity i
If you behave inappripately in abrord , it causes the damage of a country’s reputation. so you should feel ashamed .
Because the understanding of self for most Chinese are interdependent rather than independent in western sense, although majority of Chinese did not behave inappropriately this idea of lost face abroad will influence outbound Chinese tourist behaviour
Care about the face of being Chinese
Losing face & feel ashamed

6. Reflections on perceived group identity
Being a Chinese outbound tourist = ideally being a civilised one
Real examples: behaviour to protect the face of China
Thermo bottle
Please make sure the room is in right shape when you check out
Being Chinese should make sure your behaviour did not lose face of your country
Have you tidied up the hotel room before you check out please raise your hand?
Have you feel embrassed to ask water in hotel?
For those people who care about face their self image view by other – they often justified their behaviour accodingly
贪小便宜不出钱买
Who has cleaned the hotel floor before check out? Please raise your hands
Who has feel embarrassed when asking hot water in hotel? In morrco desert , they do not know why you would feel embrassed you are our guest
Who has felt nervous in restaurant when your order delivered wrong?

7. Final thoughts
Face contribute substantially to Chinese tourists’ motivation & behaviour
China is not the West and will never become the West
Chinese tourists will never become western tourists. The key idea to understand this emerging market is to understand what does it mean to be a Chinese