China’s social credit system and Chinese outbound tourism (Research letter)

The purpose of this Letter is to identify and specify what type of research is required to explore the role of the Chinese Social Credit System for Chinese outbound tourism decision-making. The Social Credit System will likely cause visible and invisible effects on tourist behaviour of the Chinese people. Visible effects include social media sharing of high trust scores by tourists. Invisible effects may include how the SCS affects decision-making of Chinese outbound tourists. I conclude that we need a more emic-etic understanding of Chinese outbound tourists by using a Delphi method in combination with the Analytical Hierarchy Process method.