of Geology, Geography and Geoecology

. Over the recent decades, China has built an economic foundation enabling its citizens to travel. During this time, the numbers of tourists from the People’s Republic of China increased by several times, and therefore the Chinese tourists have a great role on the global stage. China’s progressive, superlarge outbound market is becoming appealing to other countries. The Chinese tourist is different from the standard «Western» tourist, and thus their thinking and preferences should be understood better. A literary analysis of scientific researches of the Chinese tourism demonstrated the interest to this topic growing since the 2010s. The majority of researchers, practitioners in tourism, and representatives of state administrations and specialists of professional tourism institutions agree that the Chinese tourism market has a hyper-potential and is developing hyper-dynamically. However, if the scientific reviews of the last decade focused only on the research dealing with geography where the Chinese travel and dynamics of the Chinese outbound tourism, modern works contain a deep understanding of the behavior and experience of the Chinese tourists and highlight the negative aspects of Chinese mass tourism. The objective of this study was analyzing the Chinese outbound market, its features and opportunities to increase the flow of Chinese tourists. For those purposes, it is necessary to carry out a quantitative and qualitative analysis of the Chinese outbound tourist market; to form a portrait of the average Chinese tourist; identify negative and positive features of the Chinese mass tourism. That is why the paper analyzed the position of the Chinese outbound tourism on the global market based on such indicators as the number of outbound tourists and tourists’ expenditures. The paper presents the geography of tourist visits by the Chinese and the share of Chinese tourists in the structure of tourists of the world’s most visited destination cities. The portrait of the average Chinese tourist has been specified in terms of age, gender, education, income level, average spend receipt, length of stay during the trip, motives and reasons for the visit. We analyzed the influence of the Chinese mass tourism. The results of the research can be used in practice by tourism enterprises when designing marketing projects aimed at the Chinese consumer, as well as when forming new products for tourists from the PRC.


Introduction
Having rapidly becoming a superpower and expanding its global presence in the economic, technological and military spheres, the PCR had professed its ambitions for global leadership. Such tendencies can be seen in the tourism sphere as well. Over the recent decade, Chinese travelers have become important players in the global tourism. In 2019 (prior to the Covid-19 pandemics), the Chinese tourists became the major driving force of the global tourism, both from the perspective of international arrivals of tourists and indicatorss of revenues from tourism. That year, Chinese travelers made up 10% in the global structure of outbound tourists, having spent over 245 B USD on outbound trips, or 16 % of all the global spend on trips (Global Trends…, 2022;International tourism…, 2021). At the same time, the dynamics of contribution of a Chinese tourist around the globe has been continuously increasing: in 2019, Chinese travelers made around 6.2 B trips, 8% more than in 2018 (International tourism…, 2021; Guidelines for the Success…, 2019). The prospects of development of the Chinese tourist market are big and are very optimistic. Every tenth potential tourist is Chinese, and every 6 th dollar in the overall treasury of the tourism industry is coming from a Chinese traveler. Therefore, we think that it is relevant to attempt conducting substantial studies of effects the Chinese conjuncture has on the global tourist industry.
Various aspects of tourism development in China, its travel opportunities and its positioning on the international tourism market were described in the studies by domestic and foreign researchers.
Studies of the Chinese outbound tourism began in the mid 1990s and peaked around 2010, when the scope of research broadened to concrete understanding of this market as such that has a hyper-potential and is developing rapidly. Currently, tourism researchers, tourism practitioners, governments and professional tourism and inter-professional institutions around the world agree that the future of tourism is in the «Asian world». This is because the actor who had entered the global market is the most influential (both quantitatively and financially) for the entire period of statistical researches of the tourism industrythe outbound Chinese tourist.
In the early 2010s, most academic studies on the topic dealt with general characteristics of the Chinese outbound and other types of tourism. In particular, Ryan, C., Huimin, G., & Wei, Z. (2009) analyzed the main features of the Chinese tourism from the perspective of the East-paradigm worldview (Ryan et al., 2009). Guangrui, Z. (1989), many articles of whom focused on the Chinese tourism, analyzed tourism only in the Chinese context and from the Chinese standpoint. In particular, this study analyzed general features of the tourism development in China in 1978China in -1988, when the Chinese government shifted its efforts from politics to economics, trying to compensate long and catastrophic «cultural revolution». International tourist arrivals and the expenditures of China in the 1980s correlated to growth of the global tourism, and between 1978 to 1986 China rose from the 41 st to 20 th position by level of incomes from international tourism (Guangrui, 1989). Keating, B., & Kriz, A. (2008) focused exclusively on the geography of tourist trips of Chinese travelers (Keating et al., 2015;Keating and Kriz, 2008). Cai, L., Li, M., & Knutson, B. (2008) focused on dynamics of the Chinese outbound tourism, its ebbs and flows, and accurately studied the factors (internal and external) influencing the Chinese travelers' choices of one or the other destination, importance of a place's image when opting for a location in a tour (Cai et al., 2008).
A series of articles by Tse T. (2015) presents three spheres of research: 1) such associated with a destination -the author was interested in profiling visitors depending on a destination, identification of differences in demographic portraits of the Chinese tourist depending on various travel destinations and identifying how satisfied were the tourists; 2) related to travel motives; and 3) associated with source and the market -studying macrofactors forming touristic flows to various directions. Thus, we state that those articles contain a deep understanding of behavior and experience of the Chinese tourists and provide a comprehensive assessment of the role Chinese state institutions and tourism policy play in support of the sphere (Tse, 2015;Tse and Arlt, 2011). Law, R., Sun, S., Fong, D. K. C., Fong, L. H. N., & Fu, H. (2016) performed a bibliography analysis of scientific reports, focusing on the Chinese conjuncture on the global tourism market. They determined that the main studies dealt with the travel motivations, behavior during those trips, obstacles for travelling, the image and advantages of destinations, and segmentation of the market. At the same time, the authors for the first time reported the negative aspects of the Chinese mass tourism (Law et al., 2016).
Some findings of the analysis of Chinese market and position of PRC market in the global tourism sphere are present in the reports of Ukrainian researchers.
Stafiichuk V., Moskalenko A. (2015) carried out an analysis of outbound PRC tourism, providing a characteristics of specifics of the average Chinese tourist (Stafiichuk and Moskalenko, 2015). Outbound PRC market as a priority target audience for Ukrainian subjects of touristic activity was in-detail analyzed by Romanova A. (Romanova, 2017). In other article, the authors destinguished and studied the main characteristics of the outbound Chinese tourism market: hypep-volume; a considerable purchasing power; cluster (combined) trips; shortness of trips; preferring the Chinese national cuisine; being organized and travelling in groups; peculiarities of behavior during trips; predominance of female tourists; prevalence of certain types of tourism; prioritizing Asian destinations; but at the same time emergence of interest to EU countries and Russia, prioritizing online booking of tours; seasonality; steady tempos of increase, etc. It was noted that those specifics of the Chinese outbound tourism market should necessarily be accounted for when designing a tour product for the Chinese and creating a strategy of increasing touristic flows from China to any destination and touristic object (Romanova, 2018). Bezpala O., Solohub Y. (2013) analyzed the geographic specifics of tourist flows from China, identifying the main tendencies of the following development of the country's tourist market (Bezpala and Solohub, 2013). The research by Parfinenko A. & Furs M. (2012) unpacked the main priorities of the Ukraine-China collaboration in the sphere of tourism, specifically creation products for tourists from the Peoples' Republic of China, which fully take into account demands of those travelers, improvement of transport, banking, hotel and social infrastructure, means of electronic communication, and facilitation of visa policy. According to the researchers, success-ful promotion to the Chinese touristic market is possible through targeted advertizement of our country and its touristic potential in the China's information space by the means of internet marketing and the SMM, collaboration with local tour operators and specialized online tourism platforms (Parfinenko and Furs, 2012).
The potential of China as a travel location on one hand, and the most numerous national market of tourists on the other, is inexhaustible. Therefore, the studies of location and role of the outbound Chinese market, and also the Chinese tourist, is relevant and necessary. Because of perspectives of the Chinese tourism market, it is practical to study its peculiarities, which would allow for a better understanding of specifics of the role China plays in the global tourism. The objective of the study was assessment of location and level of development of the Chinese outbound tourism in the international space. The goals were as follows: quantitative-qualitative analysis of indicators of the Chinese outbound tourism; characteristics of typical demographic and psychological features of the portrait of Chinese tourist; assessment of positive and negative effects of the Chinese mass tourism.

Materials and methods
The main indicators of what state a touristic market in a country is in are as follows: -International tourist arrivals -number of registered tourists, non-resident visitors of a country, who have arrived (or moved out) during a certain time period. At the same time, they cannot stay in the destination country for over a year and be occupied with work that is paid for from local sources. Because a tourist can attend several countries during a year and even be in different countries during one trip, the actual number of tourists is lower than the number of arrivals; -Income from tourists are money income (US$) a destination country benefited from the stay of tourists in this country. It includes international visitors that go out, including their payments to national transporters for international transfer. They can also include any previous payments for goods/services received in a destination country. Furthermore, it contains spend on internal tourist services: accommodation, food, entertainment, excursions, etc in a destination country. Practically, they also include income from one-day visitors; -International outbound tourists -the number of departures people are making from a country of their permanent residence to any other country with any purpose, except an activity in visited country that is paid for. The data on outbound tourists is the number of departures, not the number of people travelling. Therefore, a person making several trips from a country over a certain period is each time counted as a new departure; -Touristic spend -is a general sum of consumer expenditures of a visitor or an authorized person when preparing for a travel and while travelling, and also during stay in a destination. The statistical assessment of incomes and expanses in the international tourism is valuable for evaluating the influence tourism has on the national economics and various sectors of tourism industry, as well as for planning commercial activity.
The statistical data on parameters of international outbound tourists and tourist spend were obtained from the websites: Nationmaster (Global Trends, Statistics and Insights for Tourism), the Global Bank (International tourism, number of departures -China), Global Touristic Organization (Guidelines for the Success in the Chinese Outbound Tourism Market). On those platforms, one can familiarize with the general number of Chinese tourists, their expenditures, their structure and dynamics, number of external and internal trips taken by the Chinese, geography of their tourist visits.
We consider that an important indicator for a complex characteristic of outbound tourism market of a state is the Mastercard's Global Destination Cities Index, since the main destinations for most tourists are cities. The ranking allows for an identification of outbound number of Chinese tourists in the most visited cities of the world.
Analysis of the outbound market would be incomplete without a portrait of the typical Chinese tourist, which could help in better understanding their consumer needs and therefore preparing services for this category of tourists or even a particular person. The obtained data maximize the economic benefits, since are a kind of a manual for tour operators. The analyzed data were gathered and published in the UNW-TO Guidelines for Success in the Chinese Outbound Tourism Market. This report allows concluding about sex, age, education level and welfare, travel motivation, purposes of visits, duration of stay during trips, average receipt, expectations and criteria by which the Chinese travelers choose a tourist destination.
To study the Chinese outbound touristic market, we chose a system of philosophical, general and specific scientific methods. The philosophical principles include the principle of historiologism that analyzes an object as such that undergoes a number of stages during its development. Utilization of this principle resulted in retrospective analysis of studies of the outbound Chinese market in publications by foreign and domestic researchers. Notably, we study the outbound market as a phenomenon the stage of development of which should be considered taking into account pre-vious stages and predictions of next stages, i.e. we studied the problematics from the perspective of its genesis and tendencies of development in the future. When analyzing the dynamics of parameters of the development of Chinese outbound market (number of outbound tourists from China for the period of 1995-2020 and touristic expenditures of Chinese tourists for 2008-2020), we used the philosophical study principle of movement and development. The same principle that implies analysis of an object as a dynamic phenomenon in space and time allows finding contemporary tendencies of development. Principles of interrelation and causality allows studying interrelations and mutual influences of the Chinese outbound tourism on types of social activity in host countries -economic, demographic, ekistical, social, religious, cultural, etc. The general scientific methods, in particular synthesis and analysis, were used to study components (analysis) and spatial levels (synthesis) of the studied outbound market. The comparison method allowed determining age, social, educational, financial, and other features of population groups that can afford outbound trips. We performed an analysis of the literature sources that substantiate the legal, normative, statistical and other parameters and properties of the outbound Chinese tourism market. The cartographic method as a method of reflection and interpretation of objects of the study allowed us to chart a schematic map illustrating the geospatial organization (degree of intensity and destinations) of the outbound tourist flows from China.

Results and discussion
Over the recent decade, Chinese travelers have played an increasing role in the global tourism. In 2019, Chinese tourists became a major driving force of the global tourism from the perspectives of both tourist visits and incomes from tourism. The same year, in the general structure of outbound tourists, Chinese travelers accounted for 10%, having spent over 245 B USD on outbound trips, which was 16% of the global expenses for trips. In 2019, Chinese travelers made around 6.2 B trips, 8% more than in 2018.
Continuous increase in the number of trips is due to growth of incomes of an average Chinese tourist, more available variants of trips and a rapid expansion of online travel agencies. Most trips were internalsix B trips, while only 0.2 B were outbound (How the Chinese traveler…, 2020).
The Chinese outbound tourism derives mostly from rich districts in the east and southeast of China, namely five urban agglomerations: Bejing-Tianjin-Hebei; Delta of the Yangtze River with center in Shanghai; Delta of the Pearl River with center in Guangzhou and Shenzhen; and agglomeration of Chengdu-Chongqing and local accumulations along the midstream of the Pearl River. They are the main sources of the outbound trips.
The nearest countries of Northeast and Southeast Asia, and also Hong Kong (China), Macau (China) and Taiwan Province of China are the main destinations Chinese tourists visit. However, new destinations also attract more travelers.
We consider the main characteristics of the Chinese outbound tourism market as follows: a) influence of social stratification to outbound trips; b) facilitation of trips (visas) and high quality of trips are a factor; c) actors from other sectors also seek for opportunities in tourism; d) online platforms have become a great tool of booking trips (Guidelines for the Success…, 2019).
A representative survey (sampling -2,000 people) collected the data on the top 8 countries visited by tourists in 2018 and 2019 (Table 1).    The structure of those expenses (Fig. 4) shows that the most important component of trip of the Chinese tourist is purchases, comprising 39% of the general expenditures. The next constituent is food and drinks (18%), cultural events and entertainment are third, making up 11%, and accommodation only accounts for 10% (Guidelines for the Success…, 2019). Besides the statistical parameters, we consider it practical to take into account the ranking of the most visited cities -Mastercard's Global Destination Cities Index, since the main destinations for most tourists are cities (Table 2). As we see in Table 2, among all cities, there is only one Chinese -Hong Kong, on the 20 th position. However, number of tourists is continuously growing. We should take into account the number the Chinese outbound traveling to those cities, as depicted in the table provided by the Mastercard's Global Destination Cities Index 2019 (Table 3.). Therefore, of the 20 most visited cities, the Chinese tourists play the main role in the structure of visitors in 10 of them. Table 3 presents data on percentages of tourists from countries of origin to the destination cities in 2009 and 2018, and thus we may see the intensive growth of percentage of the Chinese tourists in the structure of visitors.
Analysis of percentages in the structure of visitors in those ten cities revealed that in all the cities but New York, the Chinese travelers hold the first position among all visitors. Other than Chinese tourists playing leading roles, we may see an upward tendency in percentage of Chinese tourists in the general structure of cities. In particular, in the most visited city -Bangkok (22.78 M people) -the percentage of tourists from China is 37.3%, and the second place is held by the Japanese tourists, accounting for 7.9%. Those data obviously indicate the dominance of the Chinese outbound tourism in certain destination cities, which in turn makes such destinations dependant on Chinese tourists.
Therefore, the Chinese outbound tourism accounts for a large part of the international tourism. Before the pandemics, the number of Chinese travelers tended to increase and over the recent years the expenditures of Chinese citizens on tourism were in the top positions. Most of Chinese tourists travel to neighboring countries and popular international destinations (USA, France, and Great Britain). The pandemics had caused some changes, though China may recover the parameters and even improve them, so the top destinations of the global international tourism should be ready for it.

Portrait of the average Chinese tourist
Analysis of the average Chinese tourist would give a better understanding of their consumer needs and therefore get prepared for servicing such a person. The obtained data would maximize economic benefit, since they can be a kind of a manual. The data that shall be analyzed were collected and published in UNWTO Guidelines for Success in the Chinese Outbound Tourism Market.
When considering a trip, Chinese tourist thinks «What for?» and «Who with?» When studying those issues, the UNWTO listed the following purposes the Chinese tourist is traveling for (Fig. 5). As we see, the main purposes of trips are sightseeing, comprising 47% in this structure. This means that every second Chinese tourist travels to another country in order to familiarize with and expand the knowledge about a country.
By implying the question «Who with?» one should understand that the Chinese are a nation that highly values family and household, and therefore the following data were received (Fig. 6). Family ties are the main peculiarity of Chinese outbound trip: 51% travel with families and only 13% travel alone, which is closely associated with the collectivist culture in China. This is also related to problems of safety when outbound travelling, because trips with families or friends can contribute to the psychological sense of safety.
Having analyzed those questions, which tourists ask themselves, we can move forward to a person proper: sex, age, education level, income, etc. This would expand the understanding of specifics of the Chinese tourist, since there is a portrait of tourist from every country and China is no exception.
Analysis of the gender component of the Chinese outbound market shows the following data (Fig. 7). From the perspective of sex, women traveling abroad prevail over men, the proportion being 53:47. Travel companies should take into account this important fact, because it directly affects the marketing and promotion, and also design of products.
The age structure is the next component forming the portrait of the average tourist, because with every life stage, needs and interests change. This structure is depicted in Fig. 8.  Millennials (aged 15 to 34) dominate, accounting for 55% on the market, followed by people aged 34 to 44 years (33%). At the same time, senior people (older than 60) and children (up to 15 years old) make up 6% each. Needs, wishes and requirements of each of the age group in regards to trips should be completely understood, since they have different sets of requirements that have a great effect on the market. Those analyzes show that the level of education plays an important role, since wishes and principles of tourists can derive from it, or be decisive in certain moments (Fig. 9). Chinese tourists have a good level of education, many (25%) having master's and bachelor's degrees.
Their knowledge and education allow them to better understand and conclude about destinations.
One third of Chinese outbound travelers have an annual pretax income of 700 to 1,100 USD, belonging to the middle-class category (Fig. 10).  Taking into account that according to the income level, the highest percentage in the structure of people belongs to the tourists with income between 700 and 1,100$, we can state that the total percentage of people earning 1,100$ is one third of all tourists, and therefore we can state that two thirds are citizens with average and high incomes.
The rapid economic development of China increased the number of average-class citizens, who are the ones travelling the most. More and more often, namely 56% of Chinese tourists consider a trip abroad not a critical decision regarding consumption requiring a long discussion and planning with family members. Travelling becomes a regular thing rather than luxury affordable only to wealthy people.
Drawing from the graph of national holidays, most Chinese tourists (52%) spend four days to one week on planning a trip, and in most cases this would be a short trip to a neighboring country, like Japan, Thailand or other destinations in Asia (Fig. 11). Far outbound trips take at least one week and could even be extended to a month. A notable share of tourists comprises those travelling for one to two weeks (19). However, some tourists (14%), mostly business tourists to Hong Kong (China) and Macao (China), travel for two-three days or even less than a day. When opting for a trip and choosing a destination, the key factors for the Chinese tourists are as follows (Fig. 12). The most influential decision-making factor for Chinese tourists when wanting to visit a destination is tourist attractions (38 %). Many tourists (16%) are also sensitive to prices. Delicious food (11%) and entertainment (15%) may also help in attracting Chinese tourists. Transport and accommodation are important elements of trips, but they have lower effect on the decision making.
At the stage of planning a trip, when choosing a destination, a potential tourist concentrates on the search for information about a location (Fig. 13).
The two most influential sources are website/online communities and information from relatives and friends. Those particular sources of information, as well as consultations with a tour agent are the main means of obtaining data needed prior and during a trip. Those are the resources where tourists seek for information most often (Fig. 14): The information about famous touristic attractions is the leading topic that tourists search for (53%) prior to booking. Accommodation and transport are of secondary importance, and the travel price is at the fourth position in the priority list -around 30%. Some tourists even verify the data on purchases prior to a trip. However, among Chinese young, there is an increasing tendency toward making fast decisions, and there is even a popular saying: «Let us travel right now». This means   that millennials enjoy unplanned trips that would provide them with a sense of challenge and adventures when travelling. In this case, the preference would be given to destinations with easiest visa policies.
Therefore the analysis of the Guidelines for Success in the Chinese Outbound Tourism Market may suggest that the portrait of the average Chinese tourist is as follows: 25-34 year-old woman, who had finished college and earns 700 to 1,100$ on average, she travels for sightseeing with her relatives for 4-7 days period, her choice of a destination mainly depends on existing tourist attractions concentrated there, and uses web sites/online communities in order to find information.

Positive and negative aspects of Chinese mass tourism
The phenomenon of the Chinese mass tourism is becoming increasingly significant because the recent increase in travels to some destinations was related not only to the China's thriving economy, but also to combination of increased opportunity to travel by low-cost carriers and drop in prices for cars, and also global relevance of social media and other platforms for optimizing the opinions and influence, and also new and cheap accommodation propositions on Airbnb and other online platforms. The main types of influence are economic, sociocultural and ecological (Fig. 15). For the local communities, consequences associated with economic influence of the Chinese tourists are both positive and negative. Positive influence may be associated with more job opportunities, increase in quality of life of local citizens and increase in a region's wealth. Travel destinations that attract Chinese tourists quite often yield large profits from those tourists and there are two ways they could be used: either a local government uses them with benefits, multiplying those revenues by investments, though in such a case the strategy for development of the tourist destination should be carefully thought out, or those revenues are unprofessionally. Moreover, such a negative impact would prompt the development of entrepreneurs who thus generate revenues to the local budgets and provide jobs to the local population.
Furthermore, the local economy is stimulated and diversified, goods are more produced at the local lev-el, and new markets open for local business owners. Unfortunately, those advantages are not universal and non-vulnerable. However, there could be more tourism-related jobs, often seasonal and low-paying. As known, prices fluctuate during the year. During a high tourist season, they are increased in order to receive more dollars from tourists, but have an adverse effect when prices of goods are higher than economic potential of the locals, who become driven away from a place that had been their home. Also, due to high number of Chinese tourists, foreign companies decided to enter the local market, making the competition hard for a local entrepreneur and furthermore cause money outflow (incomes leave the accepting community for another country or a multinational business), thereby depriving the local community of the development opportunities. Foreign companies are also known to hire seasonal non-residents, because they pay such people lower salaries, promoting more capital outflow. Tourism may increase prices for property near a tourist district, effectively repelling locals and encouraging business to migrate inside so as to encourage and use benefits of the tourist spend.
Besides the economic influence, the Chinese tourists obviously a sociocultural influence, which in some way can be no lower on a local community than an economic one. There could be noted the three following aspects that make up the sociocultural effectcommodification, demonstration effect and acculturation of other culture.
Commodification of a culture means use of cultural traditions and artifacts for trade, generating profits for a local economy. There are both positive and negative sociocultural effects of product making on culture. Positive is emergence of businesses and jobs for local craftsmen who can sell their goods to tourists. Agricultural tourism is considered a remedy against poverty and leads to improvement of transport and development of telecommunications in the area. For a tourist, commodification arouses interest to the traditional art and social practices.
On the other hand, a contact with the Chinese and ultimately other tourists ruins pre-tourist cultures. Furthermore, growth of tourism would stimulate economic changes, at the same time altering a local culture, leading to various social problems, such as drug abuse, criminality, environmental pollution, prostitution, social instability and increase in capitalistic values and consumer culture.
The demonstration effect suggests that locals copy behavior models of tourists. There are a number of social, economic and behavioral reasons why a demonstration effect occurs. One of the economic and social reasons is that locals copy consumption models of those of higher social status to improve social status of their own. This effect has pros and cons as well. On the one hand, local population adopts positive features of tourists, though at the same time there is risk of acculturation.
Acculturation is the process of modification of an existing culture by adoption of elements from dominating cultures. As a rule, an acculturating community is a destination community that shall further undergo dramatic changes in its social structure and worldview. A society adapts to acculturation in one of the two ways. Spread of innovations is when a community accepts practices developed by another group; whereas a cultural adaptation is more of a process of changes rather than accepting a new culture when an existing culture is changing. Acculturation is often considered a method of modernizing a community, and there are many contradicting views on the modernization concept. One of the arguments against modernization is the fact that it promotes «homogenization of cultural differences and downfall of traditional communities». This means that communities shall promote its relevance to attract tourists, at the same time neglecting their customs and values. On the other hand, others state that acculturation and modernization will help traditional communities to adapt in the modern world. The idea is that teaching people to adapt will save communities from future dying.
Chinese tourists often create those three aspects of sociocultural influence, as we see, each of those aspects has both positive and negative effects, but besides those two types of influence, Chinese tourists also cause an ecological effect.
With regards to the ecological effect, we may with a great degree of certainty state a negative impact of Chinese tourists.
It mostly manifests in excessive use of natural resources -first of all water. In many popular touristic locations, Chinese tourists excessively use water in hotels, for impressive swimming pools and luxurious health centers. During holidays, most tourists usually use much more water for individual needs than at home, leading to greater amount of wastewater and causing a water deficit, which impact the locals.
High tourist season usually in contrast with the natural water circulation in the area and does not take into account years with insufficient amount of precipitations -a problem that is exacerbating due to the climate change. The driest months of the year are months when demand in water peaks on resorts and in districts that are popular among tourists. Those places are overcrowded with people who count on unlimited access to pure water from local sources.
This creates many problems for people who do not have a sufficient amount of water for their main daily needs, because large hotels often redirect groundwater to their facilities, leading to drying of wells of small settlements and increase in salinity of the rest groundwater because of dissolution of minerals. Moreover, many small farmers face absence of water for growing agricultural crops, especially in dry years when there is no rain in months.
Many popular tourist objects are in zones of sensitive ecosystems. Such ecosystems like tropical forests, wetlands, mangrove thickets, coral reefs, seagrass and Alpine regions are often threatened, since they are attractive places for construction and tourists that are seeking for a close contact with nature wonders.
Construction and development of infrastructure can include a broad compaction, sand extraction, drying of wetlands, seaside construction and forest cutting. Unstable practice of land use can leads to erosion of sand dunes and soil and landscape deterioration.
There is a threat not only to physical environment, but also living organisms and their natural cycles. Disturbance of an ecosystem can cause ruination in a long-term perspective. Also, in the most visited places, tourists trample vegetation around footpaths, slowly creating more vegetation-free spaces. Footpaths that are popular become compacted, which reduces soil permeability and thus increases surface runoff. Combination of those factors lead to gradual washout of footpaths and territories around them, because people try to avoid slippery or muddy surfaces of the main footpath.
The same scenario happens in cases of bike rides off roads, horse riding, quadracycle rides or parking cars off roads.
The main type of ecological impact is pollution, manifesting in various forms: increase in emissions from transport and greater need in energy, solid wastes, and wastewater.
According to UNWTO report, tourist transport is responsible for 75% of carbon dioxide emissions. Air, car and railway transport are the main means by which tourists travel. The most polluting form of trips from the perspective of emissions is flying -planes made up 40% of the total CO 2 emissions in the tourist sector in 2005, especially because of low prices for flights, which have made this way of travelling available to us. The most prominent polluter was cars, measuring 32%.
Energy consumption for provision of services the tourists expect is the next large CO 2 contributor after transport. Most accommodation is still to a large degree reliant on energy from fuel for the work of air conditioners, water, heating, and other main and additional services (spa, water pools) that consume a lot of energy. Unfortunately, burning fuel has a global impact promoting the climate changes.
According to the UNEP, one visitor can leave 1 to 12 kg of solid wastes per day by visiting a place. Numbers vary depending on many factors -location, type of accommodation, individual preferences and type of stay. Drawing from those predictions, we see that solid municipal wastes will increase by 251% until 2050, if countries will not implement persistent practices to solve problems related to the cycle of production and waste elimination.
However, wastes produced directly by tourists are not the only wastes coming from popular places. A large amount of solid municipal wastes derives from background services for tourists -laundries, restaurants, health improvement, entertainment and accommodation.
Despite the positive influence of the Chinese mass tourism on local population, there is also a significant negative impact that should be neutralized, and in some cases eradicated. With regards to combating the negative impact of mass tourism, there should be taken into account the fact that both sides -local government and tourist -should be interested in it. Local government should design strategies of mitigating consequences of mass tourism. However, without tourists being aware that they can help reducing the negative impact on a destination, it will be hard for a local government to do so by its own, and therefore educational work needs to be performed at the level of destination, as well as state level of countries of departure.

Conclusions
Therefore, this research has analyzed the outbound Chinese tourism, in particular: quantitative and qualitative parameters formed by the Chinese consumer and the most popular destinations. Those data allow us to understand the importance of the Chinese outbound tourism on the global market. As we see, in 2019, Chinese tourists became the key driving force of the global tourism, both from the perspective of the number of tourist visits (154 M people, І position in the world) and revenues from tourism (245 B dollars, 1 st position in the world). This year, in the general structure of outbound tourists, the Chinese made up 10%, having spent 16% of the global spend on outbound trips.
A positive situation was observed with the number of trips made by the Chinese -around 6.2 B trips in 2019, 8% more than in 2018. Increase in the number of trips is due to growing income of an average Chinese tourist, more available variants of traveling and fast expansion of online travel agencies. At the same time, we should note that most of the trips were inbound -six B trips, and only 0.2 B were outbound.
The Chinese outbound tourism mainly derives from rich districts in the east and southeast China. The main destinations of Chinese tourists are the nearest countries of Northeast and Southeast Asia, and also Hong Kong (China), Macau (China). However, new destinations also attract more travelers, especially the most visited countries -USA, France, and Spain.
The portrait of the average Chinese tourist was compiled based on the Guidelines for Success in the Chinese Outbound Tourism Market. It was found that mostly, the Chinese outbound tourist is a 25-34 years old woman with higher education and an average income (700 to 1,100$), travelling a week on average, not alone, mostly with family, for purposes of sightseeing. Those data enable marketing projects oriented at a potential attraction of the Chinese tourist, because by understanding consumers, a service provider can easily satisfy their needs. The portrait of the average Chinese tourist is as follows: Having studied the number of tourists and their consumer specifics, there was made an analysis of influence of the Chinese mass tourism on economic, sociocultural and ecological spheres of destinations, since tourism has influence on a destination, this influence oftentime being not just positive. Positive influence can be related to job opportunities, increase in quality of life of the locals and increase in prosperity of a district. Moreover, such an economic effect stimulates the development of entrepreneurs who bring money to the local budgets and provide jobs to a local population. Furthermore, a local economy is stimulated and becomes diversified, the goods are more produced at a local level, and mew markets open for local business owners. Unfortunately, those advantages are not universal and non-vulnerable. Despite the fact that there could be more jobs, tourism-related jobs are seasonal and low-paying. In addition, during a high tourist season, prices are increased so as to yield more dollars from tourist. This has an adverse effect when prices for goods are higher than an economic spectrum of the locals, actually driving them out of a place that had been their home.
The Chinese tourists have also a sociocultural effect. Positive influence is stimulation of business and therefore jobs for local craftsmen who can sell their authentic goods to tourists. On the other hand, contact with the Chinese and ultimately other tourists ruins pre-tourism cultures. A demonstration effect suggests that locals copy models of tourist behavior. Often, acculturation is observed. As with ecological effect, it is mostly negative. This mainly manifests in excessive use of natural resources. Many popular tourist objects are located in zones of sensitive ecosystems. Such ecosystems as tropic forests, wetlands, mangrove thickets, coral reefs, seagrass and Alpine regions oftentimes are threatened, because they are attractive for construction and tourists seeking for a special sense of a close contact with nature wonders. Not only is the physical environment threatened, but also living organisms and their natural cycles are. The main type of ecological impact is pollution manifesting in various forms: increase in transport-related emissions and greater need of energy, more solid wastes, and wastewater.