[Photo by Liu Yunmin/Liu Debin/Xu Lin/China Daily]

"I engage locals and experience their lifestyles."

Williams also points out negative accounts are more prominent than positive ones, although they're fewer.

He suggests business operators don't make broad generalizations and understand segmentations. They should be proactive and initiate early engagement with Chinese travelers when they're still in China.

Liu Simin, vice-president of tourism under the Chinese Society for Future Studies, says: "Public opinion will label Chinese travelers as unruly when media report negative stories. But you can't confuse a part for the whole."

Chinese made 120 million outbound trips last year, the country's tourism administration reports.

In this context, Liu believes the recent report reflects their realities beyond stereotypes.