The overseas consumption of Chinese citizen is always described as ‘purchases with Chinese characteristics’. Tourism product purchases such as local food snacks, ointment and cosmetics are considered very good presents to take back to families and friends.

Ms. Gan who was visiting ten European countries over fifteen days for her first trip aboard, estimated that her travelling expenses for flights and accommodations were 14,800 RMB, and she spent an additional 14,000 RMB on presents. Almost 80% of the purchases were for her family and friends. Coincidentally, almost all those interviewed as part of a survey of Chinese travellers claimed to have spent similar proportions of their budget…

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