Travel Motivations of Mainland Chinese Travelers to the United States

The U.S.-bound Chinese market has demonstrated great potential for growth, especially after the two countries reached the approved destination status (ADS) agreement in December 2007. The objective of this study was to investigate potential Chinese travelers' motivations to visit the United States. The study identified five factors that may motivate potential Chinese travelers to visit the United States, including ego enhancement, international exposure, communication opportunities, financial incentives, and destination stimuli. This study also examined the differences in each motivation factor among potential Chinese travelers with different sociodemographic backgrounds, suggesting significant relationships between travel motivations and sociodemographic factors. The findings contribute to tourism literature on the emerging Chinese outbound market and have practical implications for targeting this promising market.