An exploratory study on Chinese outbound tourists' affective experiences

This study employs a qualitative approach to explore Chinese outbound tourists' affective experiences toward Australia as a tourist destination. Four sessions of focus group interviews were conducted in Nanjing, China to collect data. Both positive and negative affect features were identified. Specifically, various issues and concerns were identified associated with Chinese outbound tourists' affective experiences of travel environment, tourist attractions, entertainment and activities, and accommodation and dining. The results indicated that Chinese outbound tourists, influenced by Chinese culture and value system, have particular affective experiences in terms of tour guide service and hotel facilities/services. Based on the findings, marketing implications were discussed.