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Developing And Validating A Chinese Cultural Value Scale In Tourism, Songshan (Sam) Huang, Jun Wen
Developing And Validating A Chinese Cultural Value Scale In Tourism, Songshan (Sam) Huang, Jun Wen
Research outputs 2014 to 2021
Chinese cultural values are important in understanding Chinese tourists’ behaviour. However, the literature is void of a relevant scale measuring Chinese cultural values in tourism. This research aims to develop and validate a Chinese cultural values scale in tourism (abbreviated as CCV-T). Following a rigorous scale development procedure and applying multi-stage studies, the research identified a 5-factor measurement scale of CCV-T, composed of 17 items with sufficient reliability and validity. The five Chinese cultural value factors are Leisure and Life Enjoyment (LLE), Filial Piety and Relationship (FPR), Self-fulfilment, Righteousness, and Humanity. The CCV-T scale provides a …