From romance to reality: a thematic analysis of Chinese honeymooners’ travel narratives

This study explores the experiences of Chinese honeymooners by analysing 90 travel notes from Ctrip, China’s largest online travel agency, from October 2019 to August 2024. The aim is to identify the key factors that influence honeymoon tourism. Qualitative analysis revealed seven key themes: cultural events and entertainment, accommodations and facilities, romantic atmosphere, tourist destinations, emotional experiences, shopping experiences, and social and safety environments. These themes highlight the elements that significantly shape honeymooners’ travel decisions and satisfaction. The findings suggest that managers should focus on offering personalised services, enhancing romantic aesthetics, and improving accessibility. Additionally, tourism destinations should strengthen their online presence and integrate cultural storytelling to better attract honeymooners. This research contributes to understanding honeymoon tourism post-pandemic by leveraging user-generated content and offering practical recommendations for tourism managers to better appeal to this demographic.