The influence of cultural values on the environmental attitudes and behaviours of Chinese outbound tourists

Abstract

The rapid growth of the Chinese outbound tourism market is likely to significantlyinfluence the environmental sustainability of destinations. It is therefore critical tounderstand the factors that influence the environmental behaviours of Chineseoutbound travellers. A considerable amount of research has documented the influenceof values on attitudes and behaviours in a variety of research contexts. However, veryfew studies have considered the unique cultural values of Chinese travellers and howthese influence Chinese visitors’ attitudes and behaviours.The purpose of the present research is to understand the influence of Chinese culturalvalues on outbound tourists’ environmental attitudes, environmentally sustainablebehaviours and nature-based activity participation using a value-attitude-behaviours(VAB) framework. A three-phase research design was adopted to explore the majorcultural value dimensions that influence the environmental attitudes and behaviours ofoutbound Chinese travellers. In the first phase, several Chinese cultural value scaleswere evaluated to select the most valid and reliable scale for use in sustainabletourism contexts. Following this, an onsite study was designed to explore the causalrelationships among values, attitudes and behaviours at a popular island destination inQueensland, Australia. Environmental attitudes were measured using a Chineseversionrevised NEP scale. Participation in pro-environmental behaviours such assaving water and nature-based activities such as dolphin feeding on the island weremeasured. In the third phase, an online study was conducted to further test the value-attitude-behaviour framework with a larger and more diverse sample of Chinesetravellers.The key dimensions of the value scale used in the second phase study were self-cultivation (e.g., knowledge and education), complacency (e.g., non-competitiveness),enjoyment (e.g., leisure) and self-interest (e.g., fame and fortune). Pro-environmentalbehaviours fell into two categories (convenient behaviours and inconvenientbehaviours), which were broadly related to the level of effort required by travellers.The findings revealed that the Chinese cultural value of self-cultivation had a positiveand significant influence on the environmental attitudes and behaviours of Chineseoutbound tourists. On the other hand, self-interest had a significant negative impact on environmental attitudes as well as environmentally responsible behaviours. Touristswho valued complacency were less likely to engage in convenient pro-environmentalactions, while those who valued enjoyment were more likely to engage ininconvenient pro-environmental behaviours. In addition to the significant influence ofvalues on attitudes and behaviours, the findings also revealed that positiveenvironmental attitudes were associated with environmentally responsible behaviours.The research makes several theoretical and practical contributions to existingknowledge. Theoretically, the research adds to our current understanding of Chineseoutbound tourists’ environmental attitudes and behaviours by considering theimportant role of cultural values. Methodologically, the research validates fourdistinctive Chinese cultural value scales and identifies the most useful scale fortourism contexts. Practically, the research contributes to the design of managementstrategies that can enhance travellers’ connections with the environment. Somemanagerial strategies were recommended to target following Chinese cultural values,sense of obligation, harmony, knowledge and education, fashion, ostentation, self-interest, complacency and conformity. These strategies are important in assistingmanagers to reduce the potential negative environmental impacts caused by increasingnumbers of Chinese visitors and to encourage environmentally responsible behavioursand participation in nature-based activities