Document Type

Journal Article

Publication Title

International Journal of Culture


Emerald Publishing


School of Business and Law




This is an Author's Accepted Manuscript of: Huang, S., & Wei, X. (2019). Offline versus online travel experience sharing: The national profile of China. International Journal of Culture, Tourism and Hospitality Research, 13(2), 183-189. Original publication available here


Purpose: This study aims to examine the demographic differences of Chinese nationals’ travel experience sharing through different offline and online platforms.

Design/methodology/approach: Cross-tabulation analysis was applied on a national sample of 6081 respondents in China.

Findings: The study found that Chinese women tend to share travel experience more often than Chinese men; old people in China tend to use the face-to-face approach more than online or social media to share their travel experience. About 66.5 per cent of the survey sample used WeChat Moments to share their travel experience, highlighting WeChat as the dominating social media platform in China for travel sharing. In general, people who share via online platforms (WeChat, Weibo, QQ Space) tend to be young, single or unmarried, well-educated and earning a high monthly income.

Originality/value: The study offers an in-depth understanding of travel experience sharing idiosyncrasies in China.



Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

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