{"title":"How Does Face Culture Influence Chinese Gen Y's Outbound Travel Intention? Examining The Moderating Role of Face Gaining","authors":"Feifei Long, Norzalita Abd Aziz, A. H. Ngah","doi":"10.3727/154427221x16245632411926","DOIUrl":null,"url":null,"abstract":"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.","PeriodicalId":46032,"journal":{"name":"Tourism Review International","volume":" ","pages":""},"PeriodicalIF":1.0000,"publicationDate":"2021-11-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Tourism Review International","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.3727/154427221x16245632411926","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}
引用次数: 0
Abstract
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.
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