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A major new market in international tourism is the rapidly expanding Chinese tour group segment. To better serve this market more analysis of its particular cultural traits and preferences will be needed. This study examines the travel activity preferences of Chinese outbound tourists for overseas destinations, using Australia as an example. The results showed while this sample's travel activity preferences generally support industry and expert opinions, some differences in travel activity preferences were found, and it was noted that the Chinese market should not be treated as a single homogeneous entity.
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Chow et al. (2008) studied this question.
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