Abstract

Tourism plays an important role in economic development of a nation. As more and more western tourists flock to China for travelling, new opportunities and new challenges emerged in Chinese tourism industry. Tourism is a special cultural exchange activity.  However, China and western countries differ in cultures, which strongly influences Chinese and western tourists’ behaviors. To some extent, cultural differences hinder the development of our tourism industry. Therefore, this paper begins with the definition of tourism behavior and an introduction to the features of Chinese and western tourism behaviors. At the same time, it studies the cultural differences reflected in Chinese and western tourism behaviors. The aim of the paper is to obtain a comprehensive understanding of Chinese and western cultures, reduce the cultural conflicts, and promote cultural exchanges. Consequently, Chinese tourism could flourish and the Chinese culture can be inherited and passed on.
This paper is composed of three parts. The first part introduces the definition and features of Chinese and western tourism behaviors. The second part analyzes the cultural differences of Chinese and western tourism behaviors: values orientation disparities, philosophical differences and personality and lifestyle divergences. The third part elaborates on the significance of the study of the Chinese and western cultural differences embodied in tourism behaviors, and it also offers some suggestions for the development of Chinese tourism industry.

Key words: Chinese and western; tourism behaviors; cultural differences

摘  要

旅游在国家的经济发展中起着重要作用。随着越来越多的西方游客涌向中国来旅游，对中国旅游业形成了新的机遇和挑战。旅游是一种特殊的文化交流活动，但是，中西方是存在着文化差异的，而且这些差异强烈地影响着中西方的旅游行为。在一定程度上，文化差异是阻碍着旅游业的发展的。因此，本文从定义旅游行为和介绍中西方旅游行为的特点入手，同时研究中西方旅游行为中体现的文化差异，旨在更全面的了解中西方文化，减少文化冲突，促进中西方文化交流。最终在使得我国旅游业得到繁荣发展的同时，也让我国文化得到更好地传承和发扬。
本文由三个部分组成。第一部分介绍了中西方旅游行为的定义和特点。第二部分分析了在中西方旅游行为中体现的文化差异：价值取向的差异，哲学观的差异，个性和生活方式的差异。第三部分详细阐述了研究中西方旅游行为中体现的文化差异的意义，并提出了一些发展旅游业的建议。

关键词：中西方；旅游行为； 文化差异