Research has shown that Chinese tourists are driven by a desire to see what is “normal” at the destinations they travel to. This is one reason why more Chinese tourists are organising and travelling independently as opposed to being solely reliant on a travel agent or prepackaged holidays.
Authenticity is becoming an increasingly valuable commodity in the tourism industry, as more and more tourists seek to immerse themselves in local cultures and environments. What makes for an authentic experience will differ from one person to the next – from eating at a local restaurant, to visiting war-torn conflict zones. Tourism providers may be feeling the pressure to come up with more and more original “authentic” experiences. But it’s actually an opportunity – now providers can to give people the power to co-construct their own authenticity … just like those Chinese tourists in Kidlington.