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This study explored the motivations behind gift shopping behaviour of young Chinese independent outbound tourists. Analysis of 30 semi-structured interviews revealed six key motivations: expressing care and affection, enhancing post-trip experience, building/maintaining relationships, following cultural tradition, showing prestige, and fulfiling utilitarian purposes. Face, guanxi, and reciprocity were identified as the socio-cultural values behind these motivations. Implications for destination marketing practitioners were provided.

Exploring the gifting motivations of young Chinese independent outbound tourists