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This study investigates the behavior of Hong Kong Chinese tourists when they take outbound group tour packages and the underlying dimensions of Chinese tourists’ cultural values. The behavior of Hong Kong Chinese tourists was collected using an arched semantic differential scale on 22 behavioral questions. Tourists were asked to view more than 13 Chinese values—extracted from the Chinese Value Survey—in relation to travel behavior. Factor analysis identified four factors in Chinese tourists’ cultural values: social integration, Confucian work dynamism, personal well-being, and moral discipline. Canonical correlation revealed that Hong Kong Chinese tourists preferred to travel in groups, be safe, and join all self-paid activities. Nevertheless, tourists placed a low value on personal well-being when joining group tour packages. Recommendations for tour operators, including safe activities, social interaction, exposure to local cuisine, and photo taking, are presented to improve group tour packages.
Wong et al. (Wed,) studied this question.