Purpose This study aims to examine behavioral changes among Chinese outbound tourists through the lens of reflexivity, with particular attention to consumer performativity and host–guest interactions. It explores how reflexive processes shape tourists’ decision-making, cultural adaptability and collective identity in response to sociocultural and media influences. Design/methodology/approach A qualitative research design was adopted, combining participatory observation and in-depth interviews with Chinese tourists and local stakeholders at Chiang Mai University, Thailand. Data collection focused on reflexive behaviors, cultural adaptation and stakeholder strategies for managing evolving tourism dynamics. Findings The results reveal that younger, independent Chinese tourists are increasingly self-reflective, critically reassessing their behaviors in light of media scrutiny, local cultural norms and collective identity. This reflexivity fosters enhanced cultural sensitivity, adaptability and responsible consumption, contributing to improved host–guest interactions and more favorable perceptions of Chinese tourists. Local stakeholders also display reflexivity by adopting adaptive strategies to address tourism challenges and strengthen service quality. Research limitations/implications The study is limited to qualitative insights drawn from a specific cultural and geographical context, which may restrict broader generalizability. Future research could expand the scope across different destinations and used mixed methods to validate the findings. Practical implications The findings provide practical guidance for destination managers and tourism stakeholders by highlighting the role of reflexivity in shaping sustainable tourist behaviors and adaptive service strategies. This knowledge can support culturally sensitive destination management and ethical tourism development. Originality/value This study positions reflexivity as a transformative force in tourism, offering a novel perspective on Chinese outbound tourists’ behavioral evolution. It advances theoretical understanding of consumer performativity and provides actionable insights into fostering sustainable, cross-cultural engagement in tourism destinations.
Siriphon et al. (Thu,) studied this question.