A Research On Chinese Tourists Outbound Travel Behavior Under The Cross-cultural View

Being put into the cross-cultural background, the research on traveling behavior is an important subject of tourism research. Since the cultural background and culture discrepancy have greatly influenced the traveling motivation, traveling strategy, traveling orientation, traveling cognition as well as the interaction between tourist and local people, it is, therefore, necessary to take a further research on the cross-cultural traveling behavior for insuring the healthy development of China's outbound tourism, promoting the cross-cultural exchanges as well as advancing the tourists qualities for outbound tourism.Based on the cross-cultural view, this thesis firstly introduces the background and significance of research on the outbound tourism, giving the definition of cross-cultural tourism, critically presenting the tourists'cultural background, cultural essence and inherent affects on tourists'behaviors from the cultural, cross-cultural perspective; it also analyzes the positive and negative results upon tourists, which would be possibly caused by the cross-cultural clash, herein, constructing the theoretical basis for the research on the cross-cultural tourism, discussing the most typical cultural differences and that of tourists'behaviors between the West and the East. Combining the status in quo of China's unbound tourism with the research of the potential trend of unbound tourism development, taking the"travel to Europe"as the case, this thesis further analyzes the different tourists'behavior model affected both by their own cultural background and the hetero-cultural environment, revealing the status quo of communication between tourists and local people.