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A New Journey to the West: Chinese Tourists Burgeoning in Europe

Journal of China Tourism Research Special Issue Call for Papers

Deadline: 31 May 2020

Chinese outbound tourism has hit the headlines over the past decade, with sheer visitor numbers and expenditure staggering the world. Not only have mainstream media, such as The Economist, zeroed in on Chinese outbound market as early as 2014 with featured articles and special reports on tourist behavior and spending, but local news outlets, such as Le Temps in Switzerland where one of the guest editors is based, have also portrayed Chinese tourists in relation to their happiness. Particularly in Europe, Chinese tourism boom was fueled by a couple of high-level government initiatives, such as the Switzerland-China Tourism Year in 2017 and the EU-China Tourism Year in 2018, to name a few, aiming at promoting bilateral tourism trade between the EU and China. Beyond the realm of tourism, the Belt and Road Initiative, above everything else, would unleash the demand of the Chinese outbound market for Eastern Europe through financing infrastructure and investing in tourism and hospitality supply.

Enterprises across major European cities have been touting for Chinese businesses through customizing products and services for the incoming tourists. Not only are retailing shops being staffed with Chinese-speaking salespersons, but a wide range of tourism firms are also practicing China-peculiar hospitality, ranging from hot drinking water provision at hotels, to satiating the Chinese stomach. This has also extended to accepting UnionPay and Alipay for transactions. Meanwhile, Chinese tourism firms have started to expand to Europe through mergers and acquisitions, aiming at reaping profits from this lucrative market as well as establishing worldwide reputation as fast as they can. As a matter of fact, since both the demand from Chinese and the supply in Europe are complex and geographically separated, firms are still baffled with regard to better understanding the Chinese market and their travel behavior to better serve them.

Given the recent political and trade impediments to Chinese outbound tourism in the United States, we are optimistic that a burgeoning Chinese tourism market across Europe would come sooner than expected, so would the agenda for research on China-Europe tourism. We therefore propose this special issue to focus on a variety of topics in pertinence to Chinese outbound tourism in Europe. We welcome submissions on topics that include but are not limited to the following, in the context of China-Europe tourism:

  • Museum and cultural tourism
  • Natural and cultural heritage
  • Sports, festivals and events
  • Wine tourism
  • Skiing and resort management
  • Spa tourism
  • Beach tourism
  • Shopping tourism
  • Educational tourism
  • Industrial tourism
  • Overtourism and tourism-phobia
  • Language and tourism
  • Multi-destination tourism
  • Service delivery and European cultures
  • Social media and communication
  • Visiting friends and relatives (VFR), migration and tourism
  • Destination marketing and branding
  • Mergers and acquisitions
  • Trade and tourism
  • Tourism in Eastern Europe

Tourism is a multi- and inter-disciplinary field of research. We welcome all social-science perspectives on the above topics, particularly the inter-disciplinary approach. Quantitative methods, qualitative methods, mixed methods and experimental research are all welcome.  

Journal of China Tourism Research

Language: en-UK

Publisher: Routledge

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Submission guidelines

Submission guidelines and timelines

All submissions should follow the journal’s guidelines in APA format. An abstract of 500−1000 words presenting an overview of the research should be submitted as email attachments to the guest editors for review. Selected abstracts will be invited for full paper development (in about 9,000 words) and online submission onto the journal manuscript center. Deadlines for submission, peer review and planned publication of this special collection are as follows:

Abstracts Submission:               31 October 2019

Abstract Decision:                      30 November 2019

Full Paper Submission:             31 May 2020

Revisions and Decision:            31 August 2020


Editorial Information

Guest Editors

Yong Chen, Ph.D.

Ecole hôtelière de Lausanne

HES-SO // University of Applied Sciences and Arts Western Switzerland



Gang Li, Ph.D.

University of Surrey, UK


Published on 22nd July.  Last updated on 22nd July.