This book is a reading material of a master course Tourism Destination Marketing，and it focuses on a theoretically based solution to a practical problem： determining the travel motivations of Chinese outbound leisure market.This book is a reading material of a master course Tourism Destination Marketing，and it focuses on a theoretically based solution to a practical problem： determining the travel motivations of Chinese outbound leisure market.
This research focuses on a theoretically based solution to a practical problem：determining the travel motivations of Chinese outbound leisure travellers.The impetus for tlus research was my time spent in the USA in 2005 as a master student and research assistant on a project studying the motivations of Chinese travellers to the United States.The growth of this outbound travel market is very rapid and many countries including the US are preparing by conducting research on Chinese travellers.Through involvement in this research project， I became fascinated with travel motivation and with understanding why Chinese travel overseas.When reviewing theories of travel motivation， it is found that there is no widely accepted theory in the current literature which could adequately explain leisure travel motivation.In addition，there are methodological problems found in a number of papers that study leisure travel motivation.As a result， although this research began by seeking a solution to a practical perspective， it also has focused on theoretical problems and contributes to theory through exploring travel motivation of leisure travellers.
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