Abstract
This study examines the propensity for long-haul independent travel amongst young Chinese travelers and evaluates the corresponding management implications. The paper reports findings of a survey of 403 potential travelers to Western Europe. Three clusters of visitors were identified and profiled on the basis of their socio-demographics, motives and service expectations for Western Europe. Unlike previous studies emphasizing the homogeneous behavior of the Chinese outbound market (e.g. packaged tours and group travel), our findings suggest a nascent Chinese independent youth travel segment that does not conform to Western conceptualizations of the ‘typical’ attitudes and behaviors of such visitors. This may portend the end of backpackers as a discrete group as the outbound Chinese market diversifies and engages Western Europe’s backpacker infrastructure in multiple ways. Recommendations are offered for managing expectations, marketing independent travel amenities and facilities, and service provision to these visitors.