Journal
JOURNAL OF TRAVEL & TOURISM MARKETING
Volume 32, Issue 3, Pages 180-198Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/10548408.2014.896233
Keywords
Motivations; grounded theory; Confucianism; Chinese; East Asia
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Studies to date of Chinese tourists as new consumers in the travel marketplace have been largely framed in the context of Western theories. This study initiates a qualitative inquiry to develop a conceptual framework for understanding Chinese tourists' motivations. The study is informed by Confucian doctrines and extant motivation theories, and substantiated by empirical findings from 79 in-depth interviews. Seen from the perspective of Confucianism, the framework illustrates that the motivations of Chinese tourists arise as a result of the gaps between the Way (the ideal end-state) and ways (the actual state). Tourism is a functional means to bridging multiple gaps perceived in inner as well as outer cultivation. Four conceptual themes are examined as propositions from the framework.
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