THE ROLE OF FACE GAINING ON MILLENNIALS’ OUTBOUND TRAVEL INTENTION IN MAINLAND CHINA

IF 0.5 Q4 HOSPITALITY, LEISURE, SPORT & TOURISM

TOURISM CULTURE & COMMUNICATION Pub Date : 2021-01-01 DOI:10.3727/109830421x16262461231800

引用次数: 2

Abstract

As a typical cultural concept being deeply rooted in Chinese society, “face” regulates many social behaviors in China. However, research on the social aspect of “face” is limited in tourism studies. This study applies an extended TPB model incorporating face gaining for examining millennials’ outbound travel intention from mainland China. By analyzing data from 350 Chinese millennial tourists, we find that face gaining has an indirect impact on outbound travel intention through attitude (ATT), subjective norm (SN) and perceived behavioral control (PBC). Based on the findings, the research provides some insights regarding “face gaining” in travel behavior, and destination marketing on Chinese millennials.

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在中国大陆，面子在千禧一代出境游意向中的作用越来越大

“面子”是中国社会根深蒂固的一个典型文化观念，它规范着中国的许多社会行为。然而，在旅游研究中，对“面子”的社会层面的研究还比较有限。本研究采用扩展的TPB模型，结合人脸获取来考察中国大陆千禧一代的出境游意向。通过对350名中国千禧一代游客的数据分析，我们发现面子获得通过态度(ATT)、主观规范(SN)和感知行为控制(PBC)间接影响出境旅游意愿。基于这些发现，该研究为中国千禧一代的旅游行为和目的地营销提供了一些关于“赢得面子”的见解。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

TOURISM CULTURE & COMMUNICATION HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

1.20

自引率

16.70%

发文量

期刊介绍： Tourism, Culture & Communication is the longest established international refereed journal that is dedicated to the cultural dimensions of tourism. The editors adopt a purposefully broad scope that welcomes readers and contributors from diverse disciplines and who are receptive in a wide variety of research methods. While potential cultural issues and identities are unlimited, there is a requirement that their consideration should relate to the tourism and hospitality domain. Tourism, Culture & Communication provides readers with multidisciplinary perspectives that consider topics and fields extending beyond national and indigenous cultures as they are traditionally understood and recognized. Coverage may extend to issues such as cultural dimensions of the United Nations’ Sustainable Development Goals (SDGs), gender and tourism, managing tourists with disabilities, sport tourism, or age-specific tourism. Contributions that draw upon the communications literature to explain the tourism phenomenon are also particularly welcome. Beyond the focus on culture and communications, the editors recognize the important interrelationships with economies, society, politics, and the environment. The journal publishes high-quality research and applies a double-blind refereeing process. Tourism, Culture & Communication consists of main articles, major thematic reviews, position papers on theory and practice, and substantive case studies. A reports section covers specific initiatives and projects, “hot topics,” work-in-progress, and critical reviews.