Chinese outbound tourism: An alternative modernity perspective
本文从另类现代性视角回顾中国出境旅游发展，结合制度变迁与游客观念变化，指出该领域体现了现代制度与观念现代性的演进过程。
Chinese outbound tourism has become of great interest to tourism scholars. This paper provides a brief review of the current theoretical discussion about modernity and alternative modernity and their connection to Chinese outbound tourism developments. The paper traces the progress of Chinese outbound tourism via the binary structure-agent approach. Its study integrates the institutional development of the Chinese tourism governing body over four decades as social structure, and as agents, analyzes the changing perceptions of Chinese outbound tourists. The study advocates that the Chinese outbound tourism sector has developed within the scope of alternative modernity. The paper indicates that the development of Chinese outbound tourism reflects a process of developing modern institutions and conceptual modernity over time.