The Guimi Holidays of Young Chinese Women: Evidence from Cyber Communities

• Published in: Journal of China tourism research Vol. 17; no. 2; pp. 230 - 248
• Main Authors: Chen, Xiaolian, Mak, Barry, Calder, Ian
• Format: Journal Article
• Language: English
• Published: Philadelphia Routledge 03-04-2021; Taylor & Francis Ltd
• Subjects: friendship travel; grounded theory; Guimi holiday; Holidays & special occasions; travel blogs; young Chinese women; 年轻中国女性; 扎根理论; 携友出游; 旅游博客; 闺蜜游; China
• ISSN: 1938-8160; 1938-8179
• DOI: 10.1080/19388160.2020.1761500

The phrase 'guimi holiday' usually refers to shared travel among female best friends. This study provides insight into guimi holiday (闺蜜游) experiences among young Chinese women. These women were mainly born in China between the 1980s and 2000s, reared under the one-child policy. Aided partly by the diffusion of the internet and guimi-related TV shows and movies, the guimi holiday has flourished in China. For this study, a qualitative methodology was employed to analyze travel blogs of guimi holidays from popular Chinese online travel communities, which revealed several elements of this holiday experience: the guimi style of bonding, pursuing 'me and my' authentic time, and social support. This paper concludes with some implications and recommendations for the marketing of the guimi holiday experience in the tourism industry.