The motivation of the Chinese post-90s generation for travelling abroad

There is well-documented research on tourism motivation in tourism literature. But till now, there is limited research of tourist motivation on Chinese youth travel group, who is so-called the Chinese post-90s generation. They are unique compared to other generations in China and has gradually been a group that received great public attention. Their thoughts and behaviours are bearing the brand of the Chinese era and also showing the characteristics of the modern Chinese generation. Therefore, this study based on the Chinese social background investigates Chinese youth tourists’ motivation for travelling abroad, focusing on the Chinese post-90s generation. In this study, a questionnaire survey was conducted among Chinese post-90s generation who came from major cities in China and had at least one or more overseas experiences. The research finds that the important motivational factors influencing the Chinese post-90s generation’s overseas travel include: self-development and relationship; novelty; escape and relaxation. Besides, this research finds that social variables which reflect China’s social changes have significant impacts on the Chinese youth tourists’ overseas travel motivation. These findings not only complement the deficiencies of the existing research on the tourist motivation of Chinese travellers but also provide important reference about Chinese youth tourism for tourism marketers and stakeholders who will deal with this potential tourism market.