Online travel agency Ctrip unveiled a series of new group tours on Tuesday that it says will help shake the sector's bad reputation among Chinese tourists.

The company has also pledged to operate tours in a more transparent way and prevent common problems, such as the bad attitude of tour guides.

Incidents of tourists being coerced to shop, with those who refuse being verbally abused by guides, frequently make headlines, particularly in provinces such as Yunnan and Hainan.

Chinese tourists are shying away from group tours because of agencies that lure people with low prices but then hit them with hidden costs, as well as provide uncomfortable or unfriendly experiences, said Wang Yong, vice-president of Ctrip.

Wang said Ctrip has developed new tours that not only offer high-quality accommodation, food and transport, but make consumption more transparent and routes more customized.

The company said it also employs better-trained tour guides to ensure clients have a more enjoyable travel experience.