How “Face” Matters: Chinese Corporate Tourists in Australia

Abstract

Corporate travel is a growing segment within the Chinese tourism market, yet despite the widespread belief that cultural values influence behavior, little research has examined the touring experiences of Mainland Chinese corporate travelers. This study, based on participant observations of 12 corporate group package tours, suggests that the "face" concept underlies the touring experiences of Chinese corporate travelers. The travelers emphasized the need to pay appropriate respect to one's superiors, maintain relationships through gift-giving, and participate in social networking to establish and maintain positive relationships. Implications for tourism scholars and planners are provided.