Developing a Typology of Chinese Shopping Tourists: An Application of the Schwartz Model of Universal Human Values

Mi Ju Choi, Cindy Yoonjoung Heo, Chun Hung Roberts Law

Research output: Journal article publicationJournal articleAcademic researchpeer-review

33 Citations (Scopus)


This study aims to develop a typology of Chinese shopping tourists based on the Schwartz values. As a medium for investigating rich segmented markets, values emerge as an alternative variable for personality, lifestyle, and other demographic and socioeconomic segmentation variables. Convenience sampling is adopted in this study, and 511 usable responses in China are obtained. Results of the factor analysis reveal the following five dimensions of personal values among Chinese shopping tourists: self-enhancement, universalism, assurance, self-direction, and benevolence. The cluster analysis, which used the aforementioned five dimensions, identify the following clusters: uncertainty (Cluster 1), passion (Cluster 2), balance (Cluster 3), and conservation (Cluster 4). This study provides insights into the nature of personal value of Chinese shopping tourists by applying the Schwartz values, and identifies the shopping travel characteristics of Chinese shopping tourists. The results of this study are expected to assist destination marketing organizations in creating strategies to provide better shopping environments and services for tourists, and to achieve higher levels of tourist satisfaction.
Original languageEnglish
Pages (from-to)141-161
Number of pages21
JournalJournal of Travel and Tourism Marketing
Issue number2
Publication statusPublished - 12 Feb 2016


  • Schwartz values
  • Shopping tourism
  • shopping tourist
  • tourist typology

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing


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