Abstract
ABSTRACT This study systematically reviews 74 publications spanning the years 2000 to 2022, investigating the impact of Chinese cultural values on the behavior of Chinese tourists. Employing bibliometric and content analyses, the study reveals a fragmented research landscape concerning the connection between Chinese cultural values and tourist behaviors. The current body of research primarily focuses on Chinese tourists’ motivation, loyalty, and satisfaction, but does not extensively address their engagement in social media. Traditional Chinese cultural values, especially Confucian values, are identified as playing a crucial role in shaping these behaviors, while modern Chinese cultural values are still underestimated. Subsequently, this review rethinks the exploration of the relationship between Chinese cultural values and the behaviors of Chinese tourists, the paradigm of Chinese cultural values, the adequacy of measurement scales, and the research direction of Chinese tourists. By doing so, the study aims to enhance our understanding of the intricate relationship between Chinese cultural values and the behaviors of Chinese tourists.
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