Understanding Chinese Travellers' Motivations to Visit Europe

Despite the relevant economic contribution that Chinese outbound travel generates, very little research examining motivations of Chinese travellers' behaviour has been conducted so far. This is evident when the specific segment of students from Gen Y travelling to Europe is considered. Therefore, this chapter deepens the academic debate about this under-investigated research area. A qualitative approach was adopted conducting five focus groups with Chinese postgraduate students in UK; each focus group included up to six participants, recruited by employing a snowball sampling technique. Findings reveal that Gen Y Chinese students travelling to Europe are driven by both push and pull motivations. Push factors are related to the travellers' desire to find novelty, to relax, to express social status and prestige, and to satisfy what is defined as a "life-long dream". Moreover, pull factors correspond to the respondents motivated by the possibility of experiencing different cultures and landscapes, learning about local history and typical food, as well as attending events. Contributions to the body of knowledge and managerial implications are also discussed, and suggestions for future research are provided.