Document Type
Journal Article
Publication Title
Heliyon
Volume
9
Issue
11
Publisher
Elsevier
School
School of Business and Law
RAS ID
62384
Funders
SBL Centre for Tourism Research at Edith Cowan University / Zhangle Technology Co. Ltd. In China
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.
DOI
10.1016/j.heliyon.2023.e22474
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.
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