Understanding the mechanism behind the zero‐commission Chinese outbound package tours: Evidence from case studies
International Journal of Contemporary Hospitality Management
ISSN: 0959-6119
Article publication date: 21 August 2009
Abstract
Purpose
This study attempts to demystify the mechanism behind the negative event of the so‐called “zero‐commission” tours that have become synonymous with the booming Chinese outbound tourism in the past decade.
Design/methodology/approach
Utilizing the Atlas.ti computer qualitative analysis software, nine proposed key factors constituting the zero‐tour phenomenon are examined and proven through a content analysis of 30 case studies.
Findings
The validity of the proposed nine factors causing the zero‐tour and their respective degrees of relevance to the phenomenon are also investigated and empirically tested in the study.
Research limitations/implications
The study used the cases from destinations such as Hong Kong and Thailand. It will be better if cases from other destinations such as Malaysia, Japan, Singapore, and Australia can be examined in future studies since the zero‐tour phenomenon also exists in other countries.
Practical implications
This study may serve as a reference for the drafting and implementation of both policy and business countermeasures to curb the zero‐commission tours. Consequently, this would facilitate more positive contributions of the Chinese outbound tourism industry to global tourism development.
Originality/value
No empirical study on the zero‐tour phenomenon was found in the literature. Based on the game theory, the proposed and empirically tested nine factors can serve as the foundation on which future studies on the zero‐commission tour can be conducted.
Keywords
Citation
Qiu Zhang, H., Qi Yan, Y. and Li, Y. (2009), "Understanding the mechanism behind the zero‐commission Chinese outbound package tours: Evidence from case studies", International Journal of Contemporary Hospitality Management, Vol. 21 No. 6, pp. 734-751. https://doi.org/10.1108/09596110910975981
Publisher
:Emerald Group Publishing Limited
Copyright © 2009, Emerald Group Publishing Limited