Refining Chinese tourists' image(2)

Culture clash

Although it has become quite a cliché, cultural differences are still an important factor when considering the behavior of Chinese tourists. 

"The audience around us asked my mom to shut off her iPad when we watched Phantom of the Opera, as the screen light was disturbing them, but she was just reading about the plot to understand the show, which is OK at home," Kate Huang, a student studying in Boston, told the Global Times.

Zhang Mei, founder and CEO of WildChina, a Beijing-based high-end travel company, told the Global Times that Chinese tourists face a learning curve when adopting manners and picking up hints during their travels.

"Over the past few decades our society has lacked education when it comes to manners. For example, it's common for many Chinese to speak loudly, but they learn to be quiet in public places once they feel unwelcome overseas," she said.

Netizens are divided on the issue, but most agree that there is a problem. "It's really embarrassing to see criticism of Chinese tourists. Sadly, they behave the same way at home and this makes it hard to defend them," said one Sina Weibo user with the username Vivian, in comments echoed by many others.

The Tourism Law, which will take effect on October 1, explicitly states that tourists should behave and respect local customs, but ultimately it can only apply to domestic tourism.

In the views of Han Yuling, a professor of tourism management with Beijing International Studies University, tourists need to be just as aware of their obligations as their rights.

"It would be helpful to have legal grounds when communicating with clients about their behavior in the future, giving us some power to restrain them," said a consultant surnamed Zhao with China Comfort Travel.

But improved awareness about tourism etiquette through social education would have a penetrating power and long-term effect in behavioral change, said Zhang.

Changing customers

Chinese tourists tend to purchase group tours. While these tours are still very popular, a new generation of Chinese tourists are beginning to make their voices heard - figuratively speaking. They are well-educated people, mostly aged under 45, and like to blend in and interact politely with locals and explore out-of-the-way attractions, as described by the Germany-based China Outbound Tourism Research Institute.

"I recall a survey last year saying that American tourists have the poorest image, followed by Chinese, and the descriptions were basically the same. Many first-time Chinese overseas travelers have behavioral problems, but they are also bringing back lessons they learn. It takes time but the changes are obvious," Lee said.

"The market is maturing rapidly and the problems will be solved. Both Chinese tourists and the overseas service industries have to step up and learn. Most importantly, oversensitivity is not the right mindset for travelers, and I hope more people will learn to enjoy the ultimate travel luxury - slowing down to really experience the destination," said Zhang.