Values Affecting Consumer Behavior in the Tourism Industry: A Comparative Study between Korean and Chinese College Students

Abstract

In this paper, correlations between tourism consumption and analogous culture values in South Korea and China are identified. Cultural values and consumption styles on tourism are measured by using the Schwartz Value theory and the Consumer Decision-Making theory. The hypotheses are tested using survey data. The analytic result is shows South Korea and China are statistically similar in the following styles: Quality Conscious, Innovative in Shopping, Recreational Conscious, Price Conscious, Impulsive Buying and Confused by Over-choice. In conformity they are similar in Brand Conscious, and Brand Loyal Consumer. South Koreas and Chinas value types are aligned with their similar cultural dimensions. These findings emphasize the significance of cultural values in tourism consumption behavior. They can be used to facilitate the redesign of marketing strategies for cross-cultural tourism while also shedding light on the Asian international tourism industry.