Marketing

Context (archaeology)

Neuroscience

Pleasure

Social class

Tourism

China

Archaeology

Economics

Market economy

Computer science

Anthropology

Business

Economic geography

Middle class

Advertising

Psychology

Geography

Political science

Sociology

Artificial intelligence

Ethnography

Consumption (sociology)

Perspective (graphical)

Social science

Tourism Management

There is a research gap focusing on the outbound travel of middle-class Chinese—a segment widely considered the major fuel behind China's outbound tourism boom. Drawing on a social practice perspective, this study deconstructs the travel of young middle-class Chinese to Chiang Mai to identify the patterns and mechanisms of their outbound tourism consumption. Data were collected via ethnographic fieldwork, retrieval of online travelogues, and post-trip interviews. Research shows that the young middle-class Chinese seek quality travel experiences facilitated by mobile technology, yet they remain price-sensitive. Their consumption also features a strong aesthetical dimension. They pursue relaxation and personal pleasure through travel and are content with superficial cultural experiences. Nevertheless, they show a high level of cross-cultural sensitivity. The study argues that the interplay of China's socio-economic life, destination attributes in relation to China, China's socio-technological context, and socio-cultural norms of the young generations underlies the young middle-class Chinese outbound tourism consumption patterns.

Understanding the young middle-class Chinese outbound tourism consumption: A social practice perspective