"Unsophisticated" - perhaps you will explain further?

Perhaps he is referring to their behaviour and etiquette or lack of. An excerpt from this telling article below:

"But what happened next took even her by surprise: a well-dressed middle-aged man followed suit to pee in public.
"I was dumbfounded," said the tour guide of seven years. "This same person who refused to pay €0.7 had on the same trip spent thousands of euros on a Vacheron Constantin watch."

http://www.scmp.com/news/china/article/1671504/rude-awakening-chinese-tourists-have-means-not-manners?page=all