LAUSR

Abstract To make contemporary Anglo-Western sustainable tourism discourse more responsive to non-Western contexts, we augment the generic content of the enlightened mass tourism model with crucial endogenous injections, using China as exemplar. Han Chinese cultural values as input are summarized as harmony in all things toward creative transformation through parameters of collectivism, face, guanxi, self-cultivation, and embrace of opposites. Endogenous output considers the policy and power structure for achieving sustainability-related outcomes, in this instance for the better life of people, poverty alleviation and ecological civilization as embodied in the authoritative Report to the 19th National Congress of the Communist Party of China. The outcome is “endogenized” enlightened mass tourism as a framework more widely conducive to sustainability engagement in non-Western destinations.