Reconfiguring Chinese cultural values and their tourism implications

This study explores the Chinese cultural values that prevail in the contemporary Chinese society and their tourism implications. Focus group discussions with residents in Beijing and Guangzhou identified 40 Chinese value items, which are classified as instrumental, terminal, and interpersonal. These value items are largely different from traditional Chinese values in the literature and provide a timely update on the current values system in China. Modern terminal values identified that demonstrate relationships with travel behaviors include convenience, indulgence, leisure, liberation, self-interest, and ostentation. Traditional values found to be associated with travel behaviors include the instrumental values of courtesy and morality, honesty, respect for history, and thrift; the terminal values of horizon broadening/novelty, knowledge and education, and stability and security; and the interpersonal values of conformity and family orientation/kinship. These Chinese value items serve as an invaluable measurement pool for future tourism research.