Chapter 12 Chinese Tourists and the Sun : Implications for Designing Experiences

Consistent exposure to sunshine with high ultraviolet values has significant negative effects on human skin. Key risks include melanoma and the rapid onset of signs of ageing. For Chinese, these are viewed as undesirable, because their genetic legacy predisposes them to greater numbers of skin blemishes and because darker shades are culturally and socially viewed as less attractive. Properties in sunshine locations may need to modify aspects of their infrastructure and service delivery to meet the needs of the globally influential Chinese market. Shaded spaces, new activities, scheduling of experiences in the early morning, evening and at night, are all a part of the required innovations in experience design.