Motivations of Chinese Outbound travelers; FIT, Group and Customised travelers

Due to China’s rapid economic growth in recent times, many worldwide destinations have begun to pay attention to the highly valued tourism source market for future exploration. However, there is a lack of research on Chinese tourists’ preferences and the factors affecting their choices of travel which should be reviewed. As a result, a quantitative survey was conducted, reviewing 177 Chinese participants’ travel preferences and factor agreements. The findings of this study reflect variables related to psychological needs that affect Chinese tourists’ travel decisions. Based on the results, several recommendations are provided for worldwide destinations that can be used to attract more Chinese tourists in the future, such as holiday packages and social media posts. Keywords: Outbound travel; China; Travel motivations; Group travel; FIT.