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This chapter assesses the portrayal in the online English media of mainland China tourist behavior. Social representation theory is used to classify and interpret the major themes being portrayed in recent online reports. The analysis suggested two emancipated representations, one which incorporated both “ugly” behavior and positive issues, while the second view highlighted the undesirable behaviors due to cultural clashes. Two minority representations also existed. The first offered a warm welcome toward the more sophisticated and well-educated market and the other stressed the potential damage to China’s national reputation of their unfavorable behavior. Implications and directions for future research and viewing outbound tourists are offered.

Significant heritage buildings in Europe, and most especially cathedrals and churches in Western Europe, are sites of considerable international tourism appeal. A developing analytical approach termed the orchestra model of experience was used to structure the collection of empirical data about Chinese tourists’ reactions to major cathedral sites in Florence and Milan. These results are used to identify the challenges of meeting not just the needs of Asian tourists but also simultaneously deriving commercial benefits and maintaining the Christian values of the settings. Emphases are placed on the roles of interpretation and the management of protected spaces to meet these goals.

This introductory chapter defines and notes the development of tourism out of Asia as a new force in global human communication. The complexities and some efficiencies in defining Asia are reviewed. The chapter considers dispersal patterns from a number of Asian countries and notes the chief destinations as provided by current statistical counts. Key issues arising from attempts to interpret these data are noted. The importance of out of Asia tourists is confirmed through the material presented. The visibility of Asian tourists is considered and the subtleties of recognizing intra-Asian differences are noted. Some select theoretical approaches focussing on societies in contact are introduced. These theories offer pathways to bring academic and managerial insights to this evolving phenomenon.

The final chapter of this volume seeks to interpret and explain key dimensions of Asian outbound tourism. Initially the challenge of employing culturally sensitive theoretical lenses is tackled. Cautious and at times sceptical assessments of the mobilities paradigm, critical pragamatism and specific micro approaches are offered. A selection of key lenses for future study is made. Major forces affecting Asian outbound tourism such as the digital world and low-cost air carriers are reviewed. The strategic issues facing destination managers and communities are highlighted. Managing the adjustments for mutual well-being between tourists and the communities they visit are stressed and extracted from the chapters in this book.

Building on key ideas about the value of savoring in understanding the importance of vacation memories, a sample of Iranians were asked to write a long paragraph (one page) which described a particularly important, happy, and enjoyable vacation occasion. The answers were coded using five categories developed from savoring studies. By benchmarking the scores with data from well-matched samples from other countries (specifically a European sample from Austria, and Chinese and Japanese respondents), the Iranian tourists were shown to be especially appreciative of vacations being grateful, marveling, luxuriating, and having a strong sense of the status value of their time. For Iranians, vacations provide powerful, evocative highlights for their lives.