The Perception of Chinese Traditional Values and Their Influence on The Elderly’s Rural Vacation Behaviour

Abstract

This paper built a scale of Chinese traditional cultural value (CTCVS) that based on the previous research and interview results provided by the elderly interviewers. Then a questionnaire was conducted to question the elderly citizens living in China about their perception of CTCVS and scales of their rural vacation destination decision-making, which contained two parts: rural vacation destination choice scale (RVDCS) and perceptions of barriers to rural vacations scale (PBRVS). With principal components analysis and analysis of variance (ANOVA), results showed that Chinese traditional cultural values have an impact on both the choice of destinations of the elderly rural vacation, and the perception of barriers to the elderly rural vacations. In this study, some recommendations for improving marketing techniques targeting the elderly who might have a vacation in rural areas were put forward for rural resorts and related enterprises.