What Makes a Youth Study Travel Product Popular in China? An Enquiry from the Perspective of Industry Suppliers

This study aims to explore the features of an attractive and popular youth study travel product in China by using an interpretive qualitative approach. Through purposive and snowball sampling, 17 thematic interviews were conducted with industry suppliers of different levels and locations in China. Thematic analysis indicates that an ideal youth study travel product in China should have features including engaging learning content, attractive learning mode, growth opportunities, professional study travel facilitators, trustworthy study travel providers, and sound travel arrangements, in addition to the product’s alignment with schools’ requirements. The study is one of the first to examine what constitutes popular youth study travel products from the industry practitioners’ perspective. Results provide important implications to study travel providers on designing and marketing their products in future.