Research On The Influence Of Face On Tourists' Misconduct

Since the reform and opening up in 1978, Chinese tourism industry has developed rapidly, and has become a strategic pillar industry in China's national economy. But at the same time, there are still many problems remain under cover, especially inappropriate behavior of Chinese tourists, such as talking loudly in public, and throwing garbage anywhere. China is a typical face society, and the notion of face is an important criterion which controls social behavior of Chinese people. Face is a typical social psychological characteristic of Chinese. While frequent tourist inappropriate behaviors provoke the reflection:has face conscious and key virtues like comity and benevolence which were playing significant roles in the thousands years of traditional Chinese culture been lost in modern times? In response to this question, the concept of face was introduced to tourist behavior research. Through theoretical construction and empirical tests, the research attempted to figure out the relationship between face and tourist inappropriate behaviors, in hope of providing theoretical reference for the tourist behavior management to some extent.As the extent of "face", individual's face need could provide explanation for their face behavior, and different face needs exert different effects on one's cognition and behavior, so this research evaluated face by face need. In order to clarify the relationship between face need and tourist inappropriate behavior, the concept of perceived face threat as a mediator variable or moderator variable was introduced to the research. The operational concept of perceived face threat is individual's perceived possibility or risk of losing face in a particular event or behavior. Another cultural variable Guanxi embodied in Chinese characteristic was also introduced to the research, and constructed the integrated model of face need and tourist inappropriate behavior. Inappropriate behaviors are quite easy to observe directly, while difficult to measure directly. Due to the sensitivity of inappropriate behaviors, respondents often hide their opinions on inappropriate behaviors out of face maintenance or raising moral behavior. Therefore, inappropriate behaviors were measured by moral behavior intention in according to the existing research approach. That is, the higher an individual's moral behavior intention is, the lower the individual's intention of committing inappropriate behavior during the travel will be.Based on literature review and in-depth interview of 20 tourists, this research has constructed the interaction model between tourists'face need and moral behavior intention. In order to achieve the purpose of the study,225 college students were selected randomly as respondents to participate in experiment. After eliminating incomplete and non-valid responses,198 questionnaires were remained for analysis in this research. After using factor analysis, sample reliability and validity testing, it has been found that the data collected from questionnaires were valid for analysis. In order to explore the relations among face need, Guanxi, perceived face threat, and tourists' moral behavior intention, this research used factor analysis and regression analysis for analysis. The results showed that (1) Tourists'face need have significant positive influence on their own moral behavior intention. (2) Tourists'face need exert significant positive influence on their perceived face threat. (3) Tourists'perceived face threat plays a full mediator role in the relation between their face need and moral behavior intention. (4) The Guanxi between tourist and the presence plays a moderator role in the relation between their face need and moral behavior intention.These research results are of theoretical and practical value. In theory, (1) Introducing face to tourist inappropriate behavior research will expand the tourist behavior research perspectives, and prompt indigenous study on tourist behavior. (2) Empirical investigation of tourist's face and inappropriate behavior will partly make up the deficiency of the tourists behavior empirical research. (3) Research on tourist's face and his behavior, clarified the logical relationship between face and tourists inappropriate behavior. At the same time, the results are significant for tourist behavior management. (1) Associating tourist's face need with inappropriate behavior, paying attention to improving tourist's perception of face, and taking advantage of their image concerns to promote ethical behavior. (2) Highlighting the threats of inappropriate behavior for tourist's own face and moderately extending threaten face connotation in the process of guiding and promoting proper tourist conduct. (3) Effectively associate tourist's face need with specific situation, so as to establish the tourists'mind scene of inappropriate behavior.