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| ANALYZE ON TRADITIONAL SOCIAL CONCEPT CHANGE THROUGH FEMALE TOURIST'S BEHAVIOR: A CASE STUDY OF FEMALE TOURIST IN GUILIN |
| YANG Jun-hui, LI Tong-sheng |
| College of Urban and Environment, Northwest University, Xi'an 710127, China |
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Abstract The traditional social concept have been shaped in the process of Chinese civilization through five thousand years. But now, the basic environment of traditional social concept have been changed in the era of global cultural integration. Taking female tourist in Guilin as a case, and using questionnaire survey method, statistical analysis, induction method, comparative method, etc, this study is only concern on the change of traditional concept through the behavior characteristics of female tourist. Through analyzing the characteristics of female tourist's behavior, and comparing with the Chinese traditional social concept, we find the female tourist have changed a lot in traditional society concept, but some traditional concept are still inherited by the women tourist. Firstly, the concept of Husband Authority in family ethics has been abandoned by the most female tourist, but there are still large differences on the idea of Gender Equality between female tourist's awareness and behavior; Secondly, the idea of Group Standard in traditional social concept is still identitied by the female tourist, but the group of family in Group Standard has been changed and replaced by the new group of friends and colleagues slowly; Lastly, although the tourism is an expensive active, but the female tourist is still thrift in the process of tourism, and the idea of Frugal & Intensive is identitied and practiced by the female tourist. Owing to the changes of behavior feature and traditional social values in the female tourist, the tourism destination also need to be adjusted in the process of development, operation and marketing.
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Received: 11 January 2014
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2015, Vol. 30 
