Abstract
This study aims to validate the Chinese Cultural Value Scale in Tourism (CCV-T) across cultures, using a sample of 405 Australian tourists. Through the application of Confirmatory Composite Analysis (CCA) within Partial Least Squares Structural Equation Modelling (PLS-SEM), the study demonstrates that the CCV-T scale exhibits excellent measurement qualities, including indicator reliability, construct reliability, convergent validity, discriminant validity, and nomological validity. The CCV-T scale comprises five dimensions: Life and Leisure Enjoyment (LLE), Filial Piety and Relationship (FPR), Self-fulfilment, Righteousness, and Humanity, consisting of 17 measurement items. The findings indicate that this scale is suitable for use with Australian tourists, representing a Western cultural context. Moreover, the CCV-T scale demonstrates its potential as a universal tool for measuring cultural values in tourism, applicable across various cultural and national contexts. This makes it a valuable instrument for future cross-cultural studies focusing on cultural values within the realm of tourism. This study makes a significant contribution to the field of cultural value studies in tourism by establishing a scale that is valid across different cultures. Industry professionals and policymakers can utilize this scale and its dimensions for purposes such as tourism product development and policy creation.
RAS ID
62384
Document Type
Journal Article
Volume
9
Issue
11
Funding Information
SBL Centre for Tourism Research at Edith Cowan University / Zhangle Technology Co. Ltd. In China
School
School of Business and Law
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.
Publisher
Elsevier
Comments
Huang, S., Xu, J., & Wang, J. (2023). Cross-cultural validation of the Chinese cultural value scale in tourism. Heliyon, 9(11), article e22474. https://doi.org/10.1016/j.heliyon.2023.e22474