Deriving from a special issue on China Watching (Journal of China Tourism Research), this book presents the readers with a collection of seven independent research reports that adopt cross-cultural communication and cultural studies approaches to China tourism. Topics covered include the authenticity in cultural diffusion, the articulation of China through tourism, cross-cultural comparison of vacation consumption interpretation, the Chinese gaze of Europe, influence of globalization and localization on the development of tourism, behavioral implications of Chinese outbound tourism, and...