There are various types of Chinese outbound travelers and a recent McKinsey study categorizes them into eight groups according to the differences in travelers' preferences and behaviors.
1. Value-conscious traveler
Low income ( family monthly income of 11,999 yuan) group. The objective of traveling is to stay away from busy life and enjoy the quality family time.
Value for money. They prefer tourist attractions and leisure schedule; no extravagant shopping but are more willing to spend ...
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