Taoist and Confucian Values Evident in the Travel Motivations of Contemporary Chinese Tourists: The Importance of Self-cultivation

Abstract

This research aims to explore the underlying structure of Chinese tourist motivation as influenced by traditional Chinese cultural value systems that are based on Taoism and Confucianism. Both quantitative and qualitative data were collected through 256 respondents who are Chinese citizens in mainland China. The results show that self-cultivation, as a core Taoist and Confucian principle, plays an important role in shaping Chinese tourist motivations. In addition, this research highlights the predominance of nature in Chinese tourist preferences. The findings have significant implications for tourism marketers in understanding Chinese tourists and their needs and wants from a cultural perspective.