Title

The influence of face on Chinese tourists’ gift purchase behaviour: The moderating role of the gift giver–receiver relationship

Document Type

Journal Article

Publisher

Elsevier

School

School of Business and Law

Comments

Originally published as: Gao, H., Huang, S. S., & Brown, G. (2017). The influence of face on Chinese tourists’ gift purchase behaviour: The moderating role of the gift giver–receiver relationship. Tourism Management, 62, 97-106. Original article available here

Abstract

This study investigated the influence of face as a Chinese cultural value on Chinese outbound group tourists' gift purchase behaviour. Specifically, the study examined how face's impact on gift purchase behaviour is moderated by the gift giver–receiver relationship. The results confirmed that self-face concern positively affected gift selection effort, brand orientation, and purchase cost in gift purchase. The type and status aspects of the giver–receiver relationship were found to moderate the relationship between face concern and gift purchase behaviour. Self-face concern has a stronger impact on gift purchase for non-family receivers and higher status receivers. The findings suggest that cultural values and social relations in the home society exert influence on tourist behaviours even though tourists are physically away from home. This study also provides valuable practical implications for destinations wishing to better understand the shopping needs of Chinese tourists.

DOI

10.1016/j.tourman.2017.03.013

Share

 
COinS