Universities emerging as tourism sites in China: A case study of Tsinghua university Beijing

University is not only considered as an academic institution but it also plays a key role in the promotion of local tourism. The purpose of this study is to promote campus-based tourism and bring certain socio-economic benefits along with academic atmosphere. This paper has examined the campus tourism characteristics, desirability level of public (off-campus) and academic personals’ (on-campus) satisfaction. Tsinghua University, Beijing, China is selected to study the existing trend and socio-economic benefits of campus-based tourism. The data are collected from both local public or tourist (off-campus) and academic personals (on-campus) by questionnaire survey individually. The obtained data are analyzed in SPSS software. Finding the respondents perceptions’ significant impact to support the campus-based tourism, an ANOVA (analysis of variances) test is conducted. ANOVA test results indicated that there is mainly statistically significant impact between the groups of public (off-campus) and academia (on-campus). The ArcGIS software is also used and generated map to observe various famous tourism sites within campus. More specifically, the study outcomes revealed that mostly public and academic personals are mutually supporting to the development of campus-based tourism