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

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.