Abstract
Chinese cultural values are important in understanding Chinese tourists’ behaviour. However, the literature is void of a relevant scale measuring Chinese cultural values in tourism. This research aims to develop and validate a Chinese cultural values scale in tourism (abbreviated as CCV-T). Following a rigorous scale development procedure and applying multi-stage studies, the research identified a 5-factor measurement scale of CCV-T, composed of 17 items with sufficient reliability and validity. The five Chinese cultural value factors are Leisure and Life Enjoyment (LLE), Filial Piety and Relationship (FPR), Self-fulfilment, Righteousness, and Humanity. The CCV-T scale provides a simplified and holistic structure measuring tourism-related Chinese cultural values. This research provides a solid base to further understand the relationships between Chinese cultural values and tourist behaviour.
Document Type
Journal Article
Date of Publication
2021
Publication Title
Tourism Management
Publisher
Elsevier
School
School of Business and Law
RAS ID
35614
Funders
Edith Cowan University - Open Access Support Scheme 2021
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.
Comments
Huang, S., & Wen, J. (2021). Developing and validating a Chinese cultural value scale in tourism. Tourism Management, 86, Article 104327.
https://doi.org/10.1016/j.tourman.2021.104327