Abstract
This study aims to validate the Chinese Cultural Value Scale in Tourism (CCV-T) across cultures, using a sample of 405 Australian tourists. Through the application of Confirmatory Composite Analysis (CCA) within Partial Least Squares Structural Equation Modelling (PLS-SEM), the study demonstrates that the CCV-T scale exhibits excellent measurement qualities, including indicator reliability, construct reliability, convergent validity, discriminant validity, and nomological validity. The CCV-T scale comprises five dimensions: Life and Leisure Enjoyment (LLE), Filial Piety and Relationship (FPR), Self-fulfilment, Righteousness, and Humanity, consisting of 17 measurement items. The findings indicate that this scale is suitable for use with Australian tourists, representing a Western cultural context. Moreover, the CCV-T scale demonstrates its potential as a universal tool for measuring cultural values in tourism, applicable across various cultural and national contexts. This makes it a valuable instrument for future cross-cultural studies focusing on cultural values within the realm of tourism. This study makes a significant contribution to the field of cultural value studies in tourism by establishing a scale that is valid across different cultures. Industry professionals and policymakers can utilize this scale and its dimensions for purposes such as tourism product development and policy creation.
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