A Study Of Travelling Motive Differences Between Chinese Women And American Women In The Cross-Cultural Context

With the rapid development of economy and transportation,people’s awareness of tourism and leisure is gradually strengthened;as a result,tourism industry grows rapidly.Women showed a strong willingness to travel.Many domestic and foreign scholars began to make a study about the differences of tourist motives under different cultural background,but there is little research on the differences of female tourism motivation between China and America from the culture perspective.Thus,it is necessary to conduct a deep study on cultural differences in motivation between Chinese women and American women.The purpose of this paper is to discuss the cultural differences between Chinese and American women in their tourism motives.Then it focuses on analyzing the underlying reasons for the specific cultural differences in motivation differences between Chinese women and American women in detail from the perspective of face-negotiation theory which is proposed by Brown and Levinson and Hofstede’s three cultural dimensions such as individualism and collectivism,high power distance and low power distance,high uncertainty avoidance and low uncertainty avoidance.Subsequently,four hypotheses about the differences in tourist motivation between Chinese and American women tourists are proposed.For instance,American women tourists tend to express a low power distance motivation,low-uncertainty-avoidance motivation and a high individualism motivation.Chinese women tourists tend to express a high collectivism motivation,a high power distance motivation and highuncertainty avoidance motivation.Meanwhile,American women pay little attention to face-saving motivation,while Chinese women pay much attention to face-saving motivation.In this paper,the questionnaire survey of Chinese and American respondents is conducted to test whether the relevant assumptions could be accepted,and SPSS software is employed at the same time to analyze the results of the study.The findings confirm the four hypotheses presented in this paper,namely,there are many differences in tourist motivations between women tourists in China and the United States,and there are some similarities at the same time.Finally,the paper puts forward suggestions on cultural differences between Chinese and American tourists in order to promote further development of Chinese tourism.