Reconfiguring Chinese cultural values and their tourism implications |
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| Affiliation: | 1. School of Hotel and Tourism Management, The Hong Kong Polytechnic University, TH838 17 Science Museum Rd, TST E., Kowloon, Hong Kong;2. School of Management, University of South Australia, Elton Mayo Building, EM3-17 City West Campus, North Terrace, Adelaide, SA 5000, Australia;1. School of Tourism Management, Sun Yat-sen University, Building 329, 135 Xingangxi Road, Guangzhou 510275, PR China;2. Center for Tourism Planning and Research, Sun Yat-sen University, Building 329, 135 Xingangxi Road, Guangzhou 510275, PR China;1. Department of Recreation, Sport and Tourism, University of Illinois at Urbana-Champaign, USA;2. Department of Linguistics, University of Illinois at Urbana-Champaign, USA;1. Akdeniz University, Faculty of Economics and Administrative Sciences, Turkey;2. University of Amsterdam, Department of Planning and Geography, The Netherlands;1. Department of Land Resources and Tourism Sciences, Nanjing University, Nanjing, Jiangsu 210023, PR China;2. School of Tourism and Hospitality Management, Temple University, Philadelphia, PA 19122, USA;1. University of Greenwich, Department of Marketing, Events and Tourism, Greenwich Campus, Old Royal Naval College, Park Row, London SE10 9LS, United Kingdom;2. University of Surrey, School of Hospitality and Tourism Management, Guildford GU2 7XH, United Kingdom |
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| Abstract: | This study explores the Chinese cultural values that prevail in the contemporary Chinese society and their tourism implications. Focus group discussions with residents in Beijing and Guangzhou identified 40 Chinese value items, which are classified as instrumental, terminal, and interpersonal. These value items are largely different from traditional Chinese values in the literature and provide a timely update on the current values system in China. Modern terminal values identified that demonstrate relationships with travel behaviors include convenience, indulgence, leisure, liberation, self-interest, and ostentation. Traditional values found to be associated with travel behaviors include the instrumental values of courtesy and morality, honesty, respect for history, and thrift; the terminal values of horizon broadening/novelty, knowledge and education, and stability and security; and the interpersonal values of conformity and family orientation/kinship. These Chinese value items serve as an invaluable measurement pool for future tourism research. |
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| Keywords: | China Chinese tourist Contemporary Cultural value Travel preferences |
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