Face is a Chinese cultural phenomenon that is still prevailing in contemporary China. Face is believed to influence most aspects of Chinese people’s lives, including their behaviours when involved in tourism activities. This chapter presents a review of literature on the concept of face and its influence on Chinese tourists’ behaviours. The meanings and characteristics of face in the Chinese context are illustrated in detail for an in-depth understanding of this unique cultural value. How face influences tourists’ behaviour is elaborated in the most studied topical areas. Previous studies of the impact of face on shopping behaviours, reaction to service failure, travel experience sharing, motivation to travel/participate in leisure activities and group interactions when travelling are reviewed and discussed. These studies further revealed that face in the Chinese tourism context demonstrates other-oriented, situational, relational and collective characteristics.
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