Emotional Encounters of Chinese Tourists to Japan

ABSTRACT

While Sino-Japanese relation(s) have been placed on hold since 2013, Japan has become the most desired overseas destination for mainland Chinese tourists. This study aims to understand the unexpected tourist flows of Chinese tourists to Japan seen through the lens of tourist emotions. Using a qualitative approach and netnography data, the study reveals that during their trip, Chinese tourists experience mixed feelings of resistance, admiration, welcome, embarrassment, and attachment to Japan and its people. The trip has challenged Chinese tourists’ stereotypes about Japan and has stimulated their reflections on China’s modernization.

KEYWORDS:

• Sino-Japanese political conflict
• emotion
• netnography

Additional information

Notes on contributors

Mingjie Ji

Mingjie Ji, School of Hotel and Tourism Management, The Hong Kong Polytechnic University, 17 Science Museum Road, TST East, Kowloon, Hong Kong SAR (E-mail: [email protected]).

Mimi Li

Mimi Li is Associate Professor, School of Hotel and Tourism Management, The Hong Kong Polytechnic University, 17 Science Museum Road, TST East, Kowloon, Hong Kong SAR (E-mail: [email protected]).

Cathy H. C. Hsu

Cathy H. C. Hsu is Professor, School of Hotel and Tourism Management, The Hong Kong Polytechnic University, 17 Science Museum Road, TST East, Kowloon, Hong Kong SAR (E-mail: [email protected]).