The China outbound tourist market has become increasingly important to the global tourism industry (Zhang, 2006). In 2013, nearly 100 million Chinese traveled abroad, spending US$102 billion, making China the world’s largest source market by both arrivals and expenditure (Xinhuanet, 2014). An increasing disposable income, together with the strong performance of Chinese Renminbi (RMB), more relaxed passport and visa application procedures, and enhanced foreign political and economic collaboration (China Tourism Academy, 2013) contribute to the further expansion of the China outbound market.