关于中西文化的差异及跨文化旅游者行为研究-毕业论文

THEDIFFERENCESBETWEENCHINESEANDWESTERNCULTUREANDCROSSCULTURALTOURISMBEHAVIORRESEARCHAPPLICANTJIANGJUANSUPERVISORTANLIFACULTYENGLISHDEPARTMENTZHANGJIAJIECOLLEGEMAY16,2013JISHOUUNIVERSITYCONTENTS摘要IABSTRACTII1THEBASICCAUSEOFCHINESEANDWESTERNCULTURALDIFFERENCES111NATURALENVIRONMENT112SOCIALENVIRONMENT2121THERELATIONSHIPBETWEENHUMANANDNATURE3122RELATIONSHIPAMONGPEOPLE3123LIFESTYLE32THEMANIFESTATIONOFDIFFERENCESBETWEENCHINESEANDWESTERNCULTUREANDTHEINFLUENCEOFINTERCULTURALTOURISMBEHAVIOR421DIFFERENCESBETWEENCHINESEANDWESTERNCULTURE4211ONTHEWAYOFTHINKING4212ONTHEVALUES4213ONTHESOCIALCUSTOMS5214ONTHERELIGIOUSBELIEF622THEIMPACTOFCROSSCULTURALTOURISMBEHAVIORS6221INFLUENCEONESCONCEPTOFTOURISM6222IMPACTONTOURISMDESTINATIONS73RESEARCHABOUTINFLUENCEOFCROSSCULTURETOURISMBEHAVIOR731EFFECTONTHETOURISTSTHEMSELVES7311POSITIVEEFFECTS8312NEGATIVEEFFECTS932IMPACTONSOCIALANDCULTUREOFTOURISMDESTINATIONS11321THEINFLUENCEOFTHERESIDENTSOFTOURISMDESTINATION11322THEINFLUENCEOFTHEENVIRONMENTOFTOURISMDESTINATION12323THEINFLUENCEOFTHESOCIALSTRUCTUREOFTOURISMDESTINATION12324INFLUENCEONTOURISMDESTINATIONOFMORALCULTURE13325THEINFLUENCEOFLANGUAGEOFTOURISMDESTINATION134RECOMMENDATIONSABOUTMARKETINGSTRATEGYOFTOURISMDESTINATION1441UNDERSTAND,RESPECTDIFFERENCESOFCULTUREANDTOURISMBEHAVIOR1442SEARCHFORCULTURALIDENTITY145CONCLUSION15BIBLIOGRAPHY16摘要中西方文化差异及跨文化旅游研究是旅游研究中一个重要的课题。文化背景和文化差异会对旅游者的旅游动机、旅游价值观等产生重大影响。为确保我国出境旅游的健康发展，促进不同文化间融洽的交流，提升旅游者的出境旅游素质，有必要对跨文化旅游行为进行深入研究。本文首先介绍了造成中西方文化差异的具体原因，然后从思维、价值观、社会习俗以及宗教信仰上分析了中西文化差异的具体表现，及这种差异对旅游者跨文化旅游行为的影响。在跨文化旅游行为影响方面做了重点分析，最后对旅游目的地营销给出了自己的建议。关键词跨文化旅游旅游者行为ABSTRACTTHEDIFFERENCESBETWEENCHINESEANDWESTERNCULTUREANDCROSSCULTURALTOURISMBEHAVIORRESEARCHISANIMPORTANTSUBJECTOFTOURISMRESEARCHCULTUREBACKGROUNDANDCULTURALDIFFERENCESCANHAVEASIGNIFICANTIMPACTONTRAVELMOTIVATION,TOURISTVALUEINORDERTOENSURETHEHEALTHYDEVELOPMENTOFCHINASOUTBOUNDTOURISM,TOPROMOTECULTURALEXCHANGESASWELLASTOURISTOUTBOUNDTOURISM,IMPROVEQUALITYITISNECESSARYTOCONDUCTINDEPTHSTUDYOFCROSSCULTURALTOURISMBEHAVIORTHISPAPERFIRSTINTRODUCESTHECONCRETEREASONSCAUSINGTHEDIFFERENCESINWESTERNCULTURE,ANDTHENANALYZESTHEDIFFERENCESBETWEENCHINESEANDWESTERNCULTUREFROMTHINKING,VALUES,SOCIALCUSTOMSANDRELIGIOUSBELIEFS,ANDTHEINFLUENCEOFTHEDIFFERENCESINCROSSCULTURALTOURISMBEHAVIOROFTOURISTSITMAINLYANALYZESINTERMSOFCROSSCULTURALTOURISMBEHAVIOROFTOURISMDESTINATIONMARKETING,FINALLYGIVESMYADVICEKEYWORDSCROSSCULTURAL,TOURISM,TOURISTSBEHAVIOR1THEBASICCAUSEOFCHINESEANDWESTERNCULTURALDIFFERENCESCULTUREISTHEACHIEVEMENTSOFCIVILIZATIONTHATHUMANCREATETHROUGHCONTINUOUSEXPLORATIONANDPRODUCTIONDIFFERENTHUMANGROUPSRELYONDIFFERENTNATURALCONDITIONSANDMANYOTHERFACTORSEVERYCULTURESGROWTHMAYBEINFLUENCEDBYTHEATMOSPHEREFROMOUTSIDEWORLDCULTUREORFROMINSIDECULTURE,BECAUSEDIFFERENTNATIONALITIESHAVEDIFFERENTNATURALENVIRONMENTTHEREAREDISTINGUISHINGDIFFERENCESBETWEENCHINESEANDWESTERNCULTURE,MAINLYINTHEFOLLOWINGTWOASPECTS11NATURALENVIRONMENTTHENATURALENVIRONMENTISATIMELESS,NECESSARYMATERIALPREMISEOFEXISTENCEANDDEVELOPMENTOFHUMANSOCIETYANDNATIONANATION,WHICHISLIVINGANDWORKINGWITHINACERTAINAREAATTHESAMETIME,MUSTMAKEACORRESPONDINGCULTURE,ANDTHENATIONASWELLASTHECORRESPONDINGCULTURELINKEDTOTHENATURALGEOGRAPHICCONDITIONAREWHATWECALLTHENATURALENVIRONMENTGENERALLYSPEAKING,CULTURALDIFFERENCESAREINITIALLYCOMEFROMTHEDIFFERENCESINUNDERSTANDINGOFNATURALWORLDANDNATURALGEOGRAPHYCONDITIONS,WHICHDETERMINETHECULTURALDEVELOPMENTOFETHNICAREASONESIDEOFCHINAISSEAANDOTHERTHREESIDESAREPLATEAU,THISRELATIVELYISOLATEDREGIONALCHARACTERISTICMAKESTHEANCIENTCHINESECULTURELARGELYCUTOFFFROMOUTSIDE,BUTITPROVIDESMANYADVANTAGEOUSCONDITIONSFORTHEDEVELOPMENTOFAGRICULTURALCIVILIZATION,ANDONTHISBASIS,FORMEDSMALLPEASANTECONOMYCHARACTERISTICSOFTHEECONOMYATTHESAMETIME,THERIVERWHICHISCAUSEDBYTHECONTINENTALENVIRONMENTANDSELFSUFFICIENTNATURALECONOMYMAKECHINESEPEOPLEAPPROVEOFALLOBJECTSOFSEXUAL,PHYSICAL,ANDTHESTABILITYOFAGRICULTURALSOCIETYFAMILIESANDFRIENDS,WHICHMAKETHECHINESEWANTTOCHOOSEALIFEWHICHISMOREQUIETANDSTABLEANDTHELIVINGWATERSOURCEOFWESTERNCULTUREBELONGSTOANCIENTGREEKCULTURE,WHICHORIGINATEDINTHEMEDITERRANEANTHEWESTERNPEOPLEWOULDLIKETOCHOOSEALIFEWHICHISMOREADVENTURE,BECAUSEITSMARINEENVIRONMENTINTHEIRVIEW,THEPOWEROFTHEHUMANAPPEARSVERYSMALLHOWEVER,HUMANCANRELYONTHEIROWNWITHTHESPIRITOFBRAVEANDRESOLUTETOCONQUERTHESEATHEHUMANSPIRITISGREATERTHANTHEOCEANITALSOSHAPESOPENANDBRAVECHARACTEROFWESTERNNATIONSTHEREFORE,FROMTHEANCIENTSOCIALANDCULTURALPHENOMENON,CHINAISANENCLOSED,SELFMEETAGRICULTURALSOCIETYTHEYAREYEARNINGFORAQUIETLIFE,WHILEWESTERNSAREBASEDONINDIVIDUALASTHESTARTINGPOINT,ANDPURSUITEGOCONSTANTLY,BUTALSOSELFINNOVATION12SOCIALENVIRONMENTSOCIALENVIRONMENTMAINLYREFERSTOTOTALCONSISTSOFSYSTEMS,POLICIES,LAWSREGULATIONSANDSOCIALIDEOLOGYINTHEDEVELOPMENTOFSEVERALTHOUSANDYEARSOFFEUDALSOCIETYINCHINA，THEREWEREENDLESSWARS,BUTAGRICULTURALPRODUCTIONMODEANDSOCIALORGANIZATIONARESTILLSTABLEPATRIARCHALETHICSALWAYSMAINTAINTHETRADITIONOFTHECHINESENATIONANDSURVIVALCENTRALIZEDPOLITICALSYSTEM,ASTHEBASISOFTHEPATRIARCHALCLANSYSTEM,MAKESTHEOLDPEOPLEPREFERAQUIETANDBORINGLIFEFILIALPIETY,ASTHECOREOFETHICS,LIMITSCHINESETOGOOUTCONFUCIUSSAIDTHAT,“IFYOUPARENTSAREALIVE,YOURENOTSUPPOSEDTOTRAVEL,IFYOUWANT,TELLTHEMYOURDESTINATION”WHILEWESTERNNATION,DUETOLARGEMOUNTAINAREAANDPLAINAREA,THEYEXCHANGEFORDAILYNECESSITIESFORTHEIROWNFOODONLYTHROUGHMARITIMETRADE,WHICHHASBECOMEANIMPORTANTECONOMICACTIVITY,EVENPROMOTESTHENATIONALCHARACTEROFENTERPRISEACTIVITIESANDTHEANCIENTGREEKDEMOCRATICPOLITICALSYSTEMMAKESDEMOCRACYCONCEPTUALIZETHECONSCIOUSNESSOFRULEANDLAWHASBECOMETHECONSENSUSOFALLMEMBERSOFSOCIETYTHEYTHINKTHATEVERYONEISEQUALINABILITY,EQUALITYANDFREEDOM,AMONGPEOPLE,ITREFLECTAKINDOFINDEPENDENTPERSONALITYINTHATPOLITICALBACKGROUND,NATIONALSPIRITISGREATLYMOBILIZED,ANDFORMEDANOPEN,POSITIVEANDENTERPRISINGSPIRITGENERALLYSPEAKING,THEDIFFERENCESBETWEENCHINESEANDWESTERNNATIONINCULTUREAREMAINLYDISPLAYINTHEFOLLOWINGASPECTS121THERELATIONSHIPBETWEENHUMANANDNATUREONTHEUNDERSTANDINGOFTHERELATIONSHIPBETWEENHUMANANDNATURE,CHINESEANDWESTERNERSHAVEDISTINGUISHINGDIFFERENCESINTRADITIONALCHINESECULTURE,THEYPAYATTENTIONTOTHE“HEAVEN”,THEUNITYOFNATUREANDSPIRITEMPHASIZESTHATPEOPLESBEHAVIORCANTBETRAYTHEDEVELOPMENTOFNATURALTREND,WHICHLEADSTOTHEINDIVIDUALPERSONALITYFORANATURALBOUND,THISTYPEOFPRODUCTIONANDWAYOFLIFEMAKEPEOPLEACCUSTOMEDTOTHEOPTIMISTICNATUREITSEASYTOACHIEVEASTATEOFHARMONYBETWEENHUMANANDNATURE,THOUSANDSOFYEARSHASALWAYSBEENTHECASE,ANDTHENFORMEDTHENATIONALCHARACTEROFTHECHINESEMIDDLEPEACEHOWEVER,THEWESTERNNATIONCULTUREISBASEDON“DIVIDEDBETWEENHEAVENANDMAN”INCOGNITIONTHEYEMPHASIZETHENATURALDIVISIONANDOPPOSITION,STRESSEDTHATTHESTRUGGLEBETWEENMANANDNATURAL,ANDTHATMANMUSTRELYONKNOWLEDGETOCONQUERINGNATURECOMPREHENSIVELYTHENATURALORIENTATIONCONTRIBUTEDTOTHEWESTERNNATIONSTRONGAWARENESSOFINDEPENDENCEANDCHALLENGE,WHICHMAKESWESTERNERSBECOMEMOREEFFICIENCYINWORKING,HAVETHECOURAGETOCOMPETEANDDONTAFRAIDOFADVENTUREANDOUTGOINGBEHAVIOR122RELATIONSHIPAMONGPEOPLECHINESECULTUREEMPHASIZESTHEETHICALSYSTEMITPAYSMOREATTENTIONTOTHEINTERPERSONALRELATIONSHIPINORDERTOEASYINTERPERSONALCONFLICT,CHINAHAS“THEDOCTRINEOFTHEMEAN“,“BENEVOLENCE“,“LI“ANDOTHERETHICALPREACHING,WHICHEMPHASIZEOBEDIENCEANDORDER,ADVOCATEDCOORDINATIONANDTOLERANCEINCONTRASTTOTHETRADITIONALCHINESE,WESTERNCULTUREADVOCATESTOONESPERSONALITY,PURSUITTHEPRIORITYOFTHEINDIVIDUALWITHSTRONGINDIVIDUALISTICANDOBVIOUSPERSONALITYSPIRITINFLUENCEDBYTHECULTURECHARACTERISTICS,WESTERNERSPREFERTOPURSUITOFSELFINDEPENDENTANDSELFDEVELOPMENTINALLASPECTSOFSOCIALLIFE123LIFESTYLEWECHINESEBELIEVETHATTHETRUEMEANINGOFLIFEISTOENJOYLEISURELYANDSIMPLELIFE,ESPECIALLYTHEJOYOFFAMILYLIFEANDHARMONYOFSOCIALRELATIONSHIPS,WHICHMAKESCHINESESHOWINGACHARACTERISTICOFMILDANDINTROVERTEDWESTERNERSALSOPURSUITOFPLEASURE,BUTTHEIRUTILITYCONSCIOUSNESSISVERYSTRONG,THEYLLTRYTHEIRBESTTOTRANSFERANDCONQUERNATURE,WHICHSTIMULATESTHEENTHUSIASMFORWESTERNERSTOWORK,ACQUIREANDCREATEINSIMPLETERMS,WECANBESUMMARIZEDASQUIETANDMOVE2THEMANIFESTATIONOFDIFFERENCESBETWEENCHINESEANDWESTERNCULTUREANDTHEINFLUENCEOFINTERCULTURALTOURISMBEHAVIOR21DIFFERENCESBETWEENCHINESEANDWESTERNCULTURE211ONTHEWAYOFTHINKINGWAYOFTHINKINGISAKINDOFPROCESSOFCOGNITIONVARIOUSMENTALACTIVITIESANDCONDITIONSOFPEOPLEAREBELONGTOTHINKINGPEOPLEINDIFFERENTCULTURESHAVEDIFFERENTWAYSOFTHINKING,THEDIFFERENCESBETWEENCHINESEANDWESTERNERSISOBVIOUSINTHEWAYOFTHINKING,MAINLYINTHEPERCEPTUALINTUITIONANDTHERATIONALLOGICALTHINKING,OVERALLTHINKINGANDINDIVIDUALTHINKING,ETHICALTHINKINGANDSCIENTIFICTHINKINGTRAVELINFORMATIONBYDIFFERENTMODESOFTHINKINGALSOBECOMESTHEBARRIERINCOMMUNICATIONCHINESEAREIDEOGRAPHIC,PAYGREATATTENTIONTOTHEIMPLICIT,MOREOFTENTHANNOT,INDIRECTLYACCESSTOTHETOPICWHILEWESTERNERSEXPRESSIONISSTRAIGHT,COMETOTHEPOINTWITHSTRONGLOGICANDCOMPACTSTRUCTUREINTHEIROPINION,CHINESEEXPRESSIONSARECOMPLICATED212ONTHEVALUESTHEDIFFERENCEBETWEENEASTERNANDWESTERNVALUESISTHATTHEWESTERNERSPAYATTENTIONTOINDIVIDUALISM,WHILETHEEASTERNERSEMPHASIZECOLLECTIVISMDIFFERENTNATIONALITIESHAVEDIFFERENTWAYSOFTHINKINGONCETHEBASICVALUESOFANATIONISFORMED,ITWILLBEFIRMLYROOTEDINPEOPLESHEART,ANDBEHANDEDDOWNFROMGENERATIONTOGENERATIONITISATTHECOREPOSITIONINACULTURE,DECIDETHEPERCEPTIONSANDBEHAVIOR,ANDMANYOTHERASPECTSCHINESECULTUREEMPHASIZESTHEINTERDEPENDENCEAMONGPEOPLE,ESPECIALLYINDIVIDUALTOOTHERSCHINESERELYONINDIVIDUALGROUPSFOREXAMPLE,CHINESEPROVERBSAIDTHAT,“DEPENDONPARENTSATHOME,RELYONFRIENDSWHENYOUGOOUT“CHINESEADVOCATETHATFAMILY,SOCIETYANDNATIONAREVERYIMPORTANTINOURLIFE,WHILEPERSONALINTERESTSCANBEIGNOREDWHENITSNECESSARY,EVENCANSACRIFICECONTRASTTOCHINESECULTURE,WESTERNERS,ESPECIALLYAMERICANS,EXTREMELYWORSHIPINDIVIDUALISMTHEYREMOREPERSONALITY,INDEPENDENCEANDPRIVACYTHESEVALUEDIFFERENCESAREALSOREFLECTEDINTHETOURISMINCROSSCULTURALCOMMUNICATIONFOREXAMPLE,SOMETOURGUIDESOFTENCAREABOUTTOURISTSANDPUTFORWARDSOMEADVICESANDSUGGESTIONS,SUCHASREMINDINGTHEMTOPUTONMORECLOTHESWHENTHEWEATHERISCOLDINTHEEYESOFCHINESEPEOPLE,ITSAWORDOFCONCERN,BUTINTHEVIEWOFTHEWESTERNERS,ITMAYINTERFERETHEIRFREEDOM213ONTHESOCIALCUSTOMSCHINESEANDWESTERNERSHAVEDIFFERENTCUSTOMSANDHABITS,SOITWILLHAVEDIFFERENTUNDERSTANDINGINTHECOMMUNICATIONOFSOMEBEHAVIORSANDUTTERANCES,WHICHWILLCAUSECOM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