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The rise of middle class in China and holiday preference

The rise of middle class in China and holiday preference
Author: Wai On Leung
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Have you seem any Chinese around your university or living area for either tourism or students? China is one of the countries which experience the rising number of middle class, because of the economic growth rapidly since the open door policy was introduced by Xiao-ping Deng. Due to the policy had successfully implemented and attracted foreigner investors to invest into the countries, it gained job opportunities and improved the quality of life for the communities. The influence of the western culture as the rising number of study abroad and media also changed their perception and preference of holiday alongside with their risen income and level of education.

The concept of tourism in China did not exist until the 90s, and there were only few of heritage attractions within the nation were open for the purpose of tourism, and it would be proud and dream for them if they had a choice to visit and able to take a photo Great Wall of China and would never consider about travel abroad to different countries in that period. However, alongside with the economic growth and development of tourism, Chinese people had more disposal income and times, they stared to visit different countries near China, started from Hong Kong and Macau, then moved to countries such as Japan, Thailand and Korean etc within Asia region, and destinations in Asia region is more preferable compare to western regions. Although it is significant that domestic tourism is stronger than outbound tourism, however, UNWTO (2011) had indicated China had experience a growth for outbound tourists and became ranked third in international tourism expenditure in 2010, which reached US$55 billion, which was four time compare to 2000, with only US$ 10.9 billion in 1999. Similar research also revealed by China Statistical Yearbook (2010), increased number of outbound tourists from 31 million in 2005 to 48 million in 2009.

Furthermore, the perception of tourism is also shifted from sightseeing only to different activities, for instance, relaxation, business and shopping holiday. Due to the improved life quality and increased income, activities for tourism became more diversification and individuation, while Chinese take their holiday to relief themselves from stressful life, which is not limited to curiosity and open eye anymore. Moreover, their behaviours during their holiday had also changed due to higher level of education, they had learnt about how to become cosmopolite, for example, wearing nightwear in hotels' lobby and make a racket had became less compare to 10 years ago. These problems might still exist sometimes, but you should notice the age difference in between. Their way of consumption is also changed from saving money for offspring to spend money to enjoy their life and seeking for personal well-being.

As mentioned earlier before, the boost of student study abroad alongside with the increased income, which changed Chinese people's holiday preference due to the western culture influence. Since the government lift the limitation of self support study overseas and provide support for those seeking for study abroad, the number of students study abroad had risen over 1.5 million, and had became the top source of international students. Although western cultures had influence their holiday preferences which lead to the increased number of people choosing relaxation holiday to rural area within China to relief their stressful life. Nevertheless, the purpose of Chinese travel to long haul destination were mainly for the business purpose to seek business opportunities but leisure when they had spare time, according to Uren (2009), the purpose of Chinese tourists visited United Kingdom were business, 41%; 24% for visiting friends and family and only 22% for leisure. It is obviously that Chinese people were preferred all-inclusive holiday with busy excursion itineraries to famous attractions, and Chinese meals in Australian-style. It showed that Chinese had high context culture and expects correlation with others as part of their culture values which is different to western tourists. Shopping had also became necessary within their itineraries, as it is part of their perception of tourism, especially is to buy luxury products in foreigners countries as symbolism (you presumably seem lots of them are wearing Louis Vuitton, or bunch of Chinese walking around in GUCCI shops) and spending considerable time for buying gifts for their family and friends.

However, it is arguable that younger generation had different perception compare to elders, which is more likely influenced by western culture and desire for a differentiation and individuation to distinct themselves from others. In additional, limitation of their mobility to travel abroad could also influence their decision as well as the complication of Visa procedures and language barriers had stopped people to travel certain countries, especially is western. Nevertheless, language barriers had fewer problems for the language barriers compare to elder as the higher education and risen number of study abroad.

Reference lists:

Fan, X and Høllede, H (2003) Profile of Chinese outbound tourism. China Outbound Tourism. Madrid: World Tourism Organization p. 49-121

Li, M (2007). Current State of Research on Chinese Outbound Tourists. Modelling the Travel Motivation of Mainland Chinese Out bound tourists. US: ProQuest International and Learning Company

Zhang, G (2006) China's outbound Tourism: An overview. Tourism Research Centre, Chinese Academy of Social Sciences