Mass outbound tourism is still new in China. It was not until 1999 when the country enforced seven days of National Day holiday that the average Chinese started traveling on a large scale.

The purpose of enforcing the holiday was to boost tourism and consumption. Few people at that time expected the kind of engagement of the average Chinese has with the outside world now, noted Li Zhongguang.

China now has 150 countries and regions as its outbound tourism destinations. In 2013, nearly 100 million overseas trips were made. In 2014, 110 million Chinese are expected to travel abroad.

With the mocking publicity given to inappropriate behavior by tourists abroad, the government and legislators are all too aware of the importance of teaching the public a lesson in manners.

Last October, the first tourism law came into effect, requiring tourists to observe public order and respect local cultures. This April, China National Tourism Administration and the State Administration for Industry and Commerce jointly issued an upgraded model contract in accordance with the new tourism law. The contract stipulates for the first time that travel agencies have the right to terminate contracts if tourists are involved in illegal activities or break social ethics, no matter whether at home or abroad.

Wang Ming, manager of Jiahua Cultural International Travel Agency, welcomes the new contracts.

"Tighter legislation and contracts show resolve to improve tourists' behavior but implementation is essential," he said.

Wang believes that news reports and criticism of uncivilized behavior are necessary for tourists to reflect upon their habits.

"I think many more tourists have realized that the rest of the world is largely depending on them to get to know China, and they are changing," said he.

"I believe with more Chinese getting in touch with a foreign culture through travelling, positive change will happen, but changing people's behavior is not an easy task," said Li Zhongguang.