How Does Face Culture Influence Chinese Gen Y's Outbound Travel Intention? Examining The Moderating Role of Face Gaining

Face is an indigenous cultural concept deeply rooted in Chinese society. It is believed that face plays a profound role in influencing Chinese people's social behaviors, but little research has been conducted to investigate its impacts in relation to outbound travel behaviors among Chinese Gen Y tourists. This study collected 350 usable responses via online self-administered surveys, and examined the moderating effect of face gaining in the theory of reasoned action (TRA) model. Contrary to the extant literature, the present research indicates a negative moderating effect of face gaining on the positive relationship between attitude and outbound travel intention in a Chinese context. Through analysis and discussion, some theoretical and managerial implications are presented, which facilitates our understanding of face culture and Chinese Gen Y tourists. Additionally, limitations and future research directions are provided.