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| THE STRUCTURE OF FACE ON CHINESE TOURISTS: AN EXPLORATORY STUDY |
| GUO Xiao-lin |
| School of Management, Xiamen University, Xiamen 361005, China |
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Abstract Face is one of the Chinese national characteristics, which somehow determines the way people behave. In recent years, there is an increasing rise of the research on face and consumption, but there is lack of rigorous analysis on the structure and the connotation of consumers' face. For the cultural consumption groups, such as tourists, attracted little attention. By means of mixed research, this study concentrates on the dimensional structure of face on Chinese tourists. In order to know the tourists' attitude toward face, we used in-depth interviews with 60 respondents from 20 to 60 in the first stage of the research. Through this, the structure of tourists' face was preliminary summarized. But this structure needs to be examined in the large sample. According to the interview of respondents' version of events as well as its frequency, the items were compiled. From December 2013 to January 2014, 1500 questionnaires were sent out and 929 valid questionnaires were collected. The effective recovery rate was 61.93%.Then the data were randomly divided into two parts (50% for each). One part is for exploratory factor analysis to discover the dimensions of tourists' face and the other part is used for confirmatory factor, respectively using SPSS16.0 and AMOS20.0 statistical analysis software. This paper has discovered the Structure of face on Chinese tourists, which has four dimensions:cultural capital-based, consumption-based, relationship-based and personality-based. Cultural capitalbased face mainly derived from rich tourism experience. Consumption-based face mainly derived from high consumption in the process of tourism. Relationship-based face is mainly from the construction of harmonious interpersonal relationships embodied in accompanying with family, shopping for friends and relatives. Personality-based face mainly derived from maverick activities. Comparing with usual state of face, tourists' face is both inheritance and has obvious difference. The particularity of tourists' face is in the cultural capitalbased and personality-based.
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Received: 23 April 2014
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2015, Vol. 30 
