“…In 2019, 26% of tourism outbound trips originated in the Asia‐Pacific region (UNWTO, 2020). Given the rise of Asian tourism (and Chinese tourism in particular) in recent decades, researchers have paid most attention to the Chinese outbound tourism market (Arlt & Burns, 2013; Li (Robert, 2016; Lau et al, 2019; Zhu et al, 2021), and to other Asian source countries and subregions (Bui & Trupp, 2020; Chang, 2015; Singh, 2009; Winter et al, 2008). Tourism certainly ceased to be a primarily Western phenomenon (Cohen & Cohen, 2014), where existing concepts of tourist motivations have been applied and further developed to other geographical and cultural contexts (Fu et al, 2017; Kau & Lim, 2005; Park & Yoon, 2009).…”