Scale (ratio)

Philosophy

Tourism geography

Statistics

Social psychology

Cartography

Tourism

China

Archaeology

Developmental psychology

Chinese culture

Psychometrics

Validity

Psychology

Mathematics

Geography

Political science

Value (mathematics)

Sociology

Theology

Cultural tourism

Cultural values

Righteousness

Social science

Tourism Management

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 simplified and holistic structure measuring tourism-related Chinese cultural values. This research provides a solid base to further understand the relationships between Chinese cultural values and tourist behaviour.

Developing and validating a Chinese cultural value scale in tourism