Title: Chinese water culture and implications for cruise tourism - a five-dimension framework

Authors: Xiaoxiao Fu; Zhuowei Huang; Liping A. Cai

Addresses: Purdue Tourism and Hospitality Research Center, School of Hospitality and Tourism Management, Purdue University, Room 206G, Marriott (MRRT) Hall, 900 West State Street, West Lafayette, IN 47907-2115, USA ' Department of Recreation, Sport and Tourism, University of Illinois at Urbana-Champaign, 230 Huff Hall, MC-584, 1206 S. 4th Street, Champaign, IL 61820, USA ' Purdue Tourism and Hospitality Research Center, School of Hospitality and Tourism Management, Purdue University, Room 263, Marriott (MRRT) Hall, 900 West State Street, West Lafayette, IN 47907-2115, USA

Abstract: This study aims to examine the Chinese values and beliefs of water and provide insights into the Chinese market of cruise tourism. Chinese classical works on water are reviewed and synthesised through both cultural and historical angles, based on which a five-dimension framework is proposed on Chinese water culture in relation to cruise tourism. The five dimensions are origin of life, sustained energy, purity, freshness, and natural state of being. Two propositions are postulated to suggest Chinese tourists' expectations and preferences for cruise vacations. Implications for the cruise industry are discussed. The study informs researchers and practitioners of unique perspectives in understanding Chinese tourists' motivations, perceptions, expectations, preferences, and decision-making process, particularly for the cruise sector that witnesses a booming Chinese market.

Keywords: water culture; Chinese tourists; cruise tourism; marketing; China; Chinese beliefs; Chinese values; history; cruises; cruise industry; tourist motivations; tourist perceptions; tourist expectations; tourist preferences; decision making.

DOI: 10.1504/IJTA.2012.052539

International Journal of Tourism Anthropology, 2012 Vol.2 No.4, pp.318 - 329

Available online: 07 Mar 2013 *

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