Chinese Tourist In Canada:Cultural Percepyion Differences

For the curious and the pursuit of different cultures, we gained a motivation for travel in our mind. Traditional culture is considered of an essential attraction for tourists in this space-time. So a research for tourists’cultural perception has become increasingly important. This paper is based on the theoretical background of the perception and cognition study in psychology field and employed an empirical design from J.R.Brent Ritchie and Michel Zins to access Chinese tourists’cultural perception differences toward a outbound destination——Canada, who is a typical multicultural country with its unique feature of both cultural and natural landscape.This paper uses a netnographic approach to collect 82 samples written by Chinese tourists who traveled to Canada recently and worked on their travel blogs. Their stories are very rich and detailed with both Mandarin text and photos. Furthermore, ROST Content Mining is taken to extract high-frequency words from 82 samples. Then, three coders are trained to distinguish those words into 17 categories, and finally, by analyzing the data using social science statistics product, Chinese tourists’cultural perceptions and their differentiation are clear to us.Findings of this study revealed that:Firstly, the Chinese outbound tourists to Canada are strongly touched by local constructions, food and social activities; Secondly, the European and American culture is perceived as dominant culture, multicultural awareness is relatively strong, too. The Perceived strength of 4 Cultural Dimensions go like:European and American culture, immigrate culture, derived culture and Aboriginal culture; Thirdly, the choice of different travel destination relates to different cultural perceptions. People who has travel experiences in eastern Canada is significantly different in local history, religion, language and education elements from those are not; Finally, tourists who travel with friends perceived a more strong food culture awareness.As the rapid development in Sino-Canadian tourism, trade and other areas, Chinese outbound market definitely provide a stimulating canvas for tourism researches and destination marketers. Additionally, marketing ideas associated with this research results are discussed, and this paper concludes by arguing that the adoption of this approach may be helpful to any Multicultural perception study.