This study examines Chinese outbound leisure travel motivation using a two-stage means-end chain (MEC) approach. In-depth interviews (n = 60) using a soft-laddering method followed by a hard-laddering survey (n = 600) with experienced Chinese outbound leisure travellers allowed culturally specific motivations for travel to be identified, based on 48 items at attribute, consequence and value levels. Six dominant MECs were identified. These findings provide a non-Western structure to the subtleties and salient dimensions of traveller motivation.