Fei Long, Norzalita Abd Aziz, Abdul Hafaz Ngah
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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