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Reconfiguring Chinese cultural values and their tourism implications

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  • Hsu, Cathy H.C.
  • Huang, Songshan (Sam)

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.

Suggested Citation

  • Hsu, Cathy H.C. & Huang, Songshan (Sam), 2016. "Reconfiguring Chinese cultural values and their tourism implications," Tourism Management, Elsevier, vol. 54(C), pages 230-242.
    • Handle: RePEc:eee:touman:v:54:y:2016:i:c:p:230-242
    DOI: 10.1016/j.tourman.2015.11.011
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    9. Guo, Sijia & Ning, Xuan & Qin, Tianli, 2020. "The Interaction effect of traditional Chinese culture and ego identity exploration on the flourishing of rural Chinese children," Children and Youth Services Review, Elsevier, vol. 118(C).
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    13. Dickson Adom & Abdolreza Rahmani Fazli & Jilla Sajjadi & Saber Sedigh, 2020. "Factors Influencing Tourism Space Commodification in the Mahmoudabad County, Northern Iran," Journal of Tourismology, Istanbul University, Faculty of Economics, vol. 6(2), pages 155-183, June.
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    17. Miao, Shuchao & Chi, Jing & Liao, Jing & Qian, Long, 2021. "How does religious belief promote farmer entrepreneurship in rural China?," Economic Modelling, Elsevier, vol. 97(C), pages 95-104.

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