Paper Title
Emerging Needs of Chinese Millenial Tourists: Revisiting the Asian Model of Maslow’s Hierarchy of Needs

Abstract
Chinese tourists have been forming an increasingly major portion of tourist population worldwide. Yet, little has been done to investigate their needs and motivations to travel. Most previous studies drew on the Maslow’s hierarchy of needs to conceptualize tourists’ motivations in the western context, shedding little light on the specific needs of Chinese travelers. To fill this gap, this study revisits the Asian model of Maslow’s hierarchy of needs to examine the emerging needs and travel motivations of young tourists. A gradual migration of needs from the Asian model towards the original hierarchy of needs was proposed. Managerial implications were suggested to discuss how business opportunities from the Chinese Millennials could be better deployed. Future research directions were identified to develop an agenda for revamping the Asian model of Maslow’s Hierarchy of Needs. Keywords - Tourism, Chinese Tourists, Maslow’s Hierarchy of Needs, Motivations