Author Identifier (ORCID)

Songshan (Sam) Huang

https://orcid.org/0000-0003-4990-2788

Jun Wen

https://orcid.org/0000-0002-1110-824X

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

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 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

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Link to publisher version (DOI)

10.1016/j.tourman.2021.104327

Link to publisher version (DOI)

10.1016/j.tourman.2021.104327