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Understanding cultural values is vital in tourism as these influence an individual’s travel experiences and expectations. Students represent an important segment of the international tourist population, and Chinese student tourists are an increasingly significant part of that segment. It is therefore important to understand how cultural values influence Chinese students’ experiences and aspirations. Will their past travel experiences influence future aspirations? Using data collected from a free-elicitation method, this paper reports on the travel experiences and aspirations of 284 Chinese students. It explores the notional link between past experiences and future aspirations and discusses the impact of Chinese political history and cultural values on tourist experiences and motivations. Implications for marketing are drawn out.

Travel Experiences and Aspirations: A Case Study from Chinese Youth<i> </i>