How does face culture influence Chinese Gen Y's outbound travel intention? Examining the moderating role of face gaining
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[1] National University of Malaysia
National University of Malaysia
Malasia
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[2] Universiti Malaysia Terengganu
Universiti Malaysia Terengganu
Malasia
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- Localización: Tourism review international, ISSN 1544-2721, Vol. 25, Nº. 4, 2021, págs. 371-384
- Idioma: inglés
- Texto completo no disponible (Saber más ...)
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Resumen
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.
