Chinese model for mass adventure tourism |
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| Institution: | 1. International Chair in Ecotourism Research, Griffith University, Gold Coast, Qld 4222, Australia;2. Ecotourism Research Institute, Southwest Forestry University, Kunming 650224, China;1. Manchester Metropolitan University, Department of Marketing, Retail & Tourism, Faculty of Business and Law, Cavendish Building, Cavendish Street, Manchester, M15 6BG, UK;2. Manchester Metropolitan University, Manchester Metropolitan University Business School, Department of Accounting, Finance and Banking, Faculty of Business and Law, All Saints, All Saints, Campus, Manchester, M15 6BH, UK;3. Rosen College of Hospitality Management and National Center for Integrated Coastal Research University of Central Florida, 9907, Universal Blvd, Orlando, FL, 32819, USA;1. Institute for Teacher Education and Outdoor Studies, Norwegian School of Sport Sciences, Oslo, Norway;2. Department of Tourism, University of Otago, Dunedin, New Zealand;3. GOOD Travel, Wellington, New Zealand |
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| Abstract: | China has evolved a new domestic model for river-based adventure tourism, a form of passive mass tourism characterised by short trips, in small unguided rafts without paddles, on heavily modified watercourses with exclusive control of access, receiving up to 10,000 clients per site per day. This is very different to international models, which expect much greater individual involvement and responsibility for safety. Client satisfaction is moderate and repeat business low, but the Chinese domestic model nonetheless generates a billion-dollar annual turnover nationwide, with participation to date by around one quarter of China's 18–35 year-olds. This domestic model shapes the expectations of Chinese tourists travelling overseas, with implications for practical safety and satisfaction, and theoretical tests of culture-linked expectation disconfirmation. |
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| Keywords: | Sustainability Rafting Economics Expectations Outbound Culture |
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