关于中西文化的差异及跨文化旅游者行为研究

The Differences between Chinese and Western Culture and Cross-cultural Tourism Behavior ResearchApplicant: Jiang JuanSupervisor: Tan LiFaculty: English DepartmentZhangjiajie CollegeMay 16, 2013 Jishou UniversityContents摘 要 .iAbstract.ii1.The Basic Cause of Chinese and Western Cultural Differences.11.1 Natural Environment.11.2 Social Environment.21.2.1 The Relationship between Human and Nature .31.2.2 Relationship among People.31.2.3 Life-style.32.The Manifestation of Differences between Chinese and Western Culture and the Influence of Intercultural Tourism Behavior .42.1 Differences between Chinese and Western Culture.42.1.1 On the Way of Thinking .42.1.2 On the Values.42.1.3 On the Social Customs.52.1.4 On the Religious Belief.62.2 The Impact of Cross-cultural Tourism Behaviors .62.2.1 Influence ones Concept of Tourism.62.2.2 Impact on Tourism Destinations.73. Research about Influence of Cross-culture Tourism Behavior.73.1 Effect on the Tourists Themselves.73.1.1 Positive Effects .83.1.2 Negative Effects.93.2 Impact on Social and Culture of Tourism Destinations.113.2.1 The Influence of the Residents of Tourism Destination .113.2.2 The Influence of the Environment of Tourism Destination.123.2.3 The Influence of the Social Structure of Tourism Destination.123.2.4 Influence on Tourism Destination of Moral Culture .133.2.5 The Influence of Language of Tourism Destination.134. Recommendations about Marketing Strategy of Tourism Destination.144.1 Understand, Respect Differences of Culture and Tourism Behavior .144.2 Search for Cultural Identity .145. Conclusion .15Bibliography .16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AbstractThe differences between Chinese and western culture and cross-cultural tourism behavior research is an important subject of tourism research. Culture Background and cultural differences can have a significant impact on travel motivation, tourist value. In order to ensure the healthy development of Chinas outbound tourism, to promote cultural exchanges as well as tourist outbound tourism, improve quality; it is necessary to conduct in-depth study of cross-cultural tourism behavior.This paper first introduces the concrete reasons causing the differences in western culture, and then analyzes the differences between Chinese and Western culture from thinking, values, social customs and religious beliefs, and the influence of the differences in cross-cultural tourism behavior of tourists. It mainly analyzes in terms of cross-cultural tourism behavior of tourism destination marketing, finally gives my advice.Key words: cross-cultural, tourism, tourists behavior1.The Basic Cause of Chinese and Western Cultural DifferencesCulture is the achievements of civilization that human create through continuous exploration and production; different human groups rely on different natural conditions and many other factors. Every cultures growth may be influenced by the atmosphere from outside world culture or from inside culture, because different nationalities have different natural environment. There are distinguishing differences between Chinese and western culture, mainly in the following two aspects:1.1 Natural EnvironmentThe natural environment is a timeless, necessary material premise of existence and development of human society and nation. A nation, which is living and working within a certain area at the same time, must make a corresponding culture, and the nation as well as the corresponding culture linked to the natural geographic condition are what we call the natural environment. Generally speaking, cultural differences are initially come from the differences in understanding of natural world and natural geography conditions, which determine the cultural development of Ethnic Areas.One side of China is sea and other three sides are plateau, this relatively isolated regional characteristic makes the ancient Chinese culture largely cut off from outside, but it provides many advantageous conditions for the development of agricultural civilization, and on this basis, formed small peasant economy characteristics of the economy. At the same time, the river which is caused by the continental environment and self-sufficient natural economy make Chinese people approve of all objects of sexual, physical, and the stability of agricultural society. Families and friends, which make the Chinese want to choose a life which is more quiet and stable. And the living water source of western culture belongs to ancient Greek culture, which originated in the Mediterranean. The western people would like to choose a life which is more adventure, because its marine environment. In their view, the power of the human appears very small; however, human can rely on their own with the spirit of brave and resolute to conquer the sea. The human spirit is greater than the ocean; it also shapes open and brave character of western nations.Therefore, from the ancient social and cultural phenomenon, China is an enclosed, self meet agricultural society; they are yearning for a quiet life, while westerns are based on individual as the starting point, and pursuit ego constantly, but also self innovation.1.2 Social EnvironmentSocial environment mainly refers to total consists of systems, policies, laws regulations and social ideology. In the development of several thousand years of feudal society in China，there were endless wars, but agricultural production mode and social organization are still stable. Patriarchal ethics always maintain the tradition of the Chinese nation and survival. Centralized political system, as the basis of the patriarchal clan system, makes the old people prefer a quiet and boring life. Filial piety, as the core of ethics, limits Chinese to go out. Confucius said that, “If you parents are alive, youre not supposed to travel, if you want, tell them your destination.” While western nation, due to large mountain area and plain area, they exchange for daily necessities for their own food only through maritime trade, which has become an important economic activity, even promotes the national character of enterprise activities. And the ancient Greek democratic political system makes democracy conceptualize. The consciousness of rule and law has become the consensus of all members of society; they think that everyone is equal in ability, equality and freedom, among people, it reflect a kind of independent personality. In that political background, national spirit is greatly mobilized, and formed an open, positive and enterprising spirit. Generally speaking, the differences between Chinese and western nation in culture are mainly display in the following aspects: 1.2.1 The Relationship between Human and NatureOn the understanding of the relationship between human and nature, Chinese and westerners have distinguishing differences. In traditional Chinese culture, they pay attention to the “heaven”, the unity of nature and spirit emphasizes that peoples behavior cant betray the development of natural trend, which leads to the individual personality for a natural bound, this type of production and way of life make people accustomed to the optimistic nature. Its easy to achieve a state of harmony between human and nature, thousands of years has always been the case, and then formed the national character of the Chinese middle peace. However, the western nation culture is based on “Divided between heaven and man” in cognition; they emphasize the natural division and opposition, stressed that the struggle between man and natural, and that man must rely on knowledge to conquering nature comprehensively. The natural orientation contributed to the western nation strong awareness of independence and challenge, which makes westerners become more efficiency in working, have the courage to compete and dont afraid of adventure and outgoing behavior. 1.2.2 Relationship among PeopleChinese culture emphasizes the ethical system; it pays more attention to the interpersonal relationship. In order to easy interpersonal conflict, china has The doctrine of the mean, Benevolence, Li and other ethical preaching, which emphasize obedience and order, advocated coordination and tolerance. In contrast to the traditional Chinese, western culture advocates to ones personality, pursuit the priority of the individual with strong individualistic and obvious personality spirit. Influenced by the culture characteristics, westerners prefer to pursuit of self independent and self development in all aspects of social life.1.2.3 Life-styleWe Chinese believe that the true meaning of life is to enjoy leisurely and simple life, especially the joy of family life and harmony of social relationships, which makes Chinese showing a characteristic of mild and introverted. Westerners also pursuit of pleasure, but their utility consciousness is very strong, theyll try their best to transfer and conquer nature, which stimulates the enthusiasm for westerners to work, acquire and create. In Simple terms, we can be summarized as quiet and move.2.The Manifestation of Differences between Chinese and Western Culture and the Influence of Intercultural Tourism Behavior2.1 Differences between Chinese and Western Culture2.1.1 On the Way of ThinkingWay of thinking is a kind of process of cognition. Various mental activities and conditions of people are belong to thinking. People in different cultures have different ways of thinking, the differences between Chinese and westerners is obvious in the way of thinking, mainly in the perceptual intuition and the rational logical thinking, overall thinking and individual thinking, ethical thinking and scientific thinking. Travel information by different modes of thinking also becomes the barrier in communication. Chinese are ideographic, pay great attention to the implicit, more often than not, indirectly access to the topic. While westerners expression is straight, come to the point with strong logic and compact structure. In their opinion, Chinese expressions are complicated.2.1.2 On the ValuesThe difference between eastern and western values is that the westerners pay attention to individualism, while the easterners emphasize collectivism. Different nationalities have different ways of thinking. Once the basic values of a nation is formed, it will be firmly rooted in peoples heart, and be handed down from generation to generation; it is at the core position in a culture, decide the perceptions and behavior, and many other aspects. Chinese culture emphasizes the interdependence among people, especially individual to others. Chinese rely on individual groups. For example, Chinese proverb said that, Depend on parents at home, rely on friends when you go out. Chinese advocate that family, society and nation are very important in our life, while personal interests can be ignored when its necessary, even can sacrifice. Contrast to Chinese culture, westerners, especially Americans, extremely worship individualism. Theyre more personality, independence and privacy. These value differences are also reflected in the tourism in cross-cultural communication. For example, some tour guides often care about tourists and put forward some advices and suggestions, such as reminding them to put on more clothes when the weather is cold. In the eyes of Chinese people, its a word of concern, but in the view of the Westerners, it may interfere their freedom. 2.1.3 On the Social CustomsChinese and westerners have different customs and habits, so it will have different understanding in the communication of some behaviors and utterances, which will cause communication barriers. Every nation has different custom and taboo, which shows deep cultural content of a nation, and its a national sensitive topic. For example, there is a dish called dragon and tiger, if we introduce this dish to the foreigners through directly translation according to the name, it will provoke resentment by foreigners. Because dragon is a symbol of good luck in China and the corresponding English word is dragon, which is a vicious demon in Western culture. And the tiger is a kind of animal they must protect; its bad to translate directly according to the name. Different nations have different customs and cultures, such as the unique architecture, production, ethnic folk dance and living appliances, especially the different customs, which makes people enjoy the colorful human culture, and its an important content of modern tourist aesthetic exploration. Cultural differences make people have different understanding in totem. In the process of translation and introduction of tourism information, we may make some mistakes; we try our best to introduce our national customs to foreigners, and finally make the customers unhappy, because we didnt realize the differences between Chinese and western culture.2.1.4 On the Religious BeliefOne of the most important differences between Chinese and Western culture is religious belief. Take Europe and the United States for example, there are many Christian, who believe that God creates everything. In China, there is a famous man named “Pang Gu”, who creates the world. In Christianity, they have Bible, church, baptism and so on.At present, there are three largest religions in the world: Christianity, Buddhism and Islam. Different religions have different cultural orientations and disciplines, which affect the way people understand things, the code of conduct and values. Religious problems always been sensitive issues, if we handle it improperly, its easy to trigger conflicts. Tourism interpretation of data is also a question worth considering. It seems that religious architectures implies its internal culture, when we make an explanation to western people, it must be accurately reflected.2.2 The Impact of Cross-cultural Tourism BehaviorsThere are many differences between Chinese and western culture in many aspects, they not only influence the tourists behavior fundamentally, but also make the western tourism subject different in the concept of tourism and tourism action, reflect different characteristics of the tourism.2.2.1 Influence ones Concept of TourismChinese prefer to a quite life and attache great importance to the family idea, which have formed conservative and prudent view on tourism. They always focus on Tourism Ethics in idea, emphasize that the tour should be rational, advocate moderate tourism, and pay high attention to the safety during the journey. It can be said that travel is a way of cultivating personality. Western people prefer to an unstable life, and most of them are individualism. Westerners is completely different from the Chinese peoples view of tourism, they like exploration, innovation and are willing to take risk to do things they want; this kind of characteristic was formed when they are struggle with ocean. In concept, the Westerners thoughts are rational; they have a strong mentality and pursuit of material wealth and spiritual life. Its easy for them to accept new things and phenomena. 2.2.2 Impact on Tourism DestinationsThere are some differences between Chinese and westerners in the way of thinking and attitude toward the outside things, which make tourists have certain tendentiousness on the choice of tourist destination. From one side, it reflects the particularity of the tourism culture. In China, due to the conservative concep