Trends in outbound group package tours in China and Taiwan: A marketing mix perspective

Janet Chang, Kuo Ching Wang*, Ying Zhi Guo, Che Jen Su, Shih Jung Yen

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

20 Citations (Scopus)


In many Asian economies such as Taiwan, Japan, Hong Kong, Korea, and China, the group package tour (GPT) is one of the main modes of outbound travel. In order to explore the emerging trends, two major outbound travel markets-Taiwan and China-were selected for investigation. In total, 30 in-depth interviews with either General Managers or Presidents of well-known travel agencies were conducted in Taipei and Beijing. The GPTs have a similar pattern for both Taiwanese and Chinese but, interestingly, are at a different stage of development. This information should serve as a valuable reference to Taiwan and China, to destination countries that depend heavily on the Chinese market, and to management teams in relevant travel industries.

Original languageEnglish
Pages (from-to)257-270
Number of pages14
JournalTourism Analysis
Issue number4
Publication statusPublished - 2007
Externally publishedYes


  • China
  • Emergent trends
  • Group package tour (GPT)
  • Marketing mix
  • Taiwan

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management


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