Even though consumer behaviour is among the most researched areas in the context of tourism, there are few extensive analysis of the areas of knowledge in this category exist. Thus, this research examines how decision-making models of Chinese consumers’ effect they way they purchase destination holidays. By use of essay review, the paper examines the consumer behaviours literature published in different years and reviewed. The paper evaluates the development of scope for future studies on different concepts which include and not limited to decision making, motivations, values, the self concept as well as personality, trust and personality. Tourism products are significant services hence marketing models have tried to define services with regards to their nature and the fact that the buying process of such products leads to the promotion of trade. The essay is thus clarifying relation to differences between decisions made by tourists to purchase the destination products and services by giving the reasons for such happenings. Efficient destination marketing decision needs a comprehensive understanding of the intricate process pertaining the travellers’ destination making process. Much is illustrated in the academic literature relating to the destination decision process resulting in a variety of theoretical models. The paper thus provides a discussion which examines the evaluation of Chinese consumers influences the manner in which they purchase destination holidays.
China which is found in Asian continent has proven to be one of the economic hubs in the world market. Horner & Swarbrooke (2016) outlined some of the driving force in China economic growth includes;
a) Investing in the manufacturing sector
b) Increased exportation of its produce
c) Tremendous dedication to the World Trade Organization
d) Increasing of both local and inland markets
Success in China economically is greatly influenced by their culture. Culture is a set of principles that a specific group of people believes in and carry out their activities based on these norms and beliefs. The core values are essential in shaping any country’s national culture (Thøgersen et al., 2017). The effect of national culture affects Chinese consumers’ behaviors can measure using various parameters which includes; short-term and the long-term orientations, togetherness vs. individualism, power in feminism vs. masculinity (Thøgersen et al., 2017).
China having 56 ethnic groups implies that there are different types of cultures in different parts of China. With this in mind, China is seen as heterogeneous consumer market as opposed to homogeneous consumer market (Thøgersen et al., 2017). This in mind, the consumers’ behavior in these two regions are automatically different hence an examination of these two cultures is critical.
Generally, someone’s consuming behavior most of the time is pegged to the cultural set up of that community which may have taken centuries to come with the norms and how best they can be enforced. However, buyers’ behaviors can be influenced by socialization. To understand consumers behaviors one need to understand the underlaying factors towards such a pattern. Some of these factors may include; the promotion, people, place, price, product, and the physical evidence. Analysis of these factors can make one to understand the different motives of the consumers.
This analysis aims to examine consumers’ behaviors within China’s context putting in mind cultural elements which include the language, values and aesthetics and how these aspects influence Chinese consumers to purchase power.
Values impact on consumer behavior
Definition of values
Costs are the set principles that are used to make appropriate decisions. They usually promote diligence, honesty, and integrity outlined by both, Zhang Gursoy & Xu (2017) and Han & Hyun (2015).
Synopsis of Chinese values
The Chinese values living habit and even attitude have significantly been propelled by their cultural and historical traditions which have taken extended period in existence. For this matter, understanding the norms and culture of aspect makes it easy regarding socialization and the even interpersonal relationship of Chinese fraternity. Religion did not exist in the society until 19century and has now widely spread within their territories. It is said a larger faction of Chinese lifestyle is derived from Confucius works which constitute the doctrines (Zhang Gursoy & Xu, 2017). Confucianism was very instrumental in promoting morality within the society.
Values are regional
The coastal regional were frontrunners regarding industrialization hence they could easily access imported product leading to their adoption of western values as compared to their inland regional counterpart who seemed to be distanced from manufacturing. Though both inland and coastal region may have a typical Chinese culture, they also possess specific distinctive values (Zhang Gursoy & Xu, 2017).
Core Chinese values
Getting correctly understanding of the Chinese culture is essential as far as doing business in China is concerned. Some of the critical core value that drives companies in China are elaborated below
Guanxi (å…³ ç³» guÄnxì).
Guanxi means the establishment of the connection. It is a socialization behavior that may bring two or more people together to establish a close relationship. The powerfulness of a person depends on the size of the guanxi linkage (Zhang Gursoy & Xu, 2017).
Renqing (人 情 rénqíng). Renqing is a set of rules that govern the social relations. It is a form of favor or assistance ones gives to a person and expects a return. It outlines that those who are needy should be helped and then when the need arises they reciprocate. Zhang, Gursoy & Xu (2017); Cantallops, & Salvi (2014). In case those helped does not pay to make they are regarded is untrustworthy
Mianzi (é¢åmiànzÇ). Manzi also means reputation or face. Since protection of the face is so important to chines, the majority of people may at a time do all they can to protect their reputation and the status within the society (Cantallops, & Salvi, 2014). Thus fear of lose reputation may make a consumer not to air his or her grievances due to the dissatisfaction with a given product (Cantallops, & Salvi, 2014).
Yuan (缘 yuán). Yuan can also mean fate or karma. When a product fails they say that that was to be its fate or destiny even if people did not expect much from it.
Thrift
Thrift one of the core values which is very useful in social life, Chinese has the culture of bargaining when buying commodities (Han & Hyun, 2015).
Traditional creeds
Chinese does not have profound spiritual basis thus giving room for traditional screed. Chinese are not religious but are very superstitious. Chinese can believe in anything as long as it can sail him her through daily life (Han & Hyun, 2015).
Long-term orientation
Chinese long-term plans determine the choices they make about the consumption. Because of the art of saving for future thus majority of Chinese always avoid any unnecessary purchase. This alone can influence the rate of use of certain goods sold. Companies and other businesses are trying to fit in this plan by reducing the cost of their production (Han & Hyun, 2015).
The impact of Languages
Overview of Chinese Language
Mandarin or Putonghua is the official language for Chinese wherein the major urban center it is the one commonly used. However, there are some other small sublanguages (Han & Hyun, 2015).
The Sinitic language (Han Chinese) as observed by Swanson
Communication plays a pivotal role when we talk about culture. The presence of the crafted characters can sometimes result in welcoming perception from the public (Han & Hyun, 2015). The existence of the numerous dialect which are found in China sometimes brings a communication barrier, for instance, Southern Chinese and Northern Chinese may not correctly understand each other. This communication barrier is something companies are keen on while giving Chinese Universal branding.
Standardised Written Chinese Characters
There has been a need to have standardized Chinese writing that can be used outside Mainland China which is termed as ‘Traditional or Inside the Mainland which is termed as ‘Simplified.’ The government had already signaled the use of Simplified Chinese in 1958. The business people know the importance of making their brand names look local as this is a competitive tool to entice the local Chinese consumers. Using Chinese words during branding of products to receive acceptance from the consumer may lead to the success of the business.
Two-Syllable Brand Names
To understand the complexity of the Chinese characters, a combination of some of the morphemes has been intensively emphasized instead of using individual morphemes. Chinese has created sizeable words which only comprise two syllables or morphemes.
The idea behind the formation of two syllables is that having brand names with only two syllables makes it even easier to remember and to pronounce (Han & Hyun, 2015). For instance, when Coca-Cola first set its operation in China (1928) it was called using four syllables name å¯å£å¯ä¹ (kÄ›-kÇ’u-kÄ›-lè), after sometimes as its acceptance and popularity gained momentum, Chinese consumers baptized it with a two syllable name å¯ä¹ (kÄ›-lè) as it is brought out by Chan & Huang (2001). Also Sprite a soft drink which is a one syllable brand, however, in Chinese it has two syllable 雪 ç¢ (xuÄ›-bì) (Han & Hyun, 2015).
Word-Of-Mouth Communication
Chinese culture is one of the most diversified, in that the information on what to buy relies on word of mouth communication (friends and relatives). Many people also depend on the face to face communication getting to know the new brands that have been brought into the market. Chinese consumers highly rely on word of mouth and often term it as the most credible and reliable source of information (Han & Hyun, 2015).
Conclusion
Consumer’s behavior majorly depends on the type of the information they receive on a particular brand of product. Understanding the intercultural groups in China will help in understanding the national culture of the Chinese people. However, the translation is not easy because the Mandarin language is very radical in nature and direct translation may not be achievable. In case care is taken the combining of some Chinese chosen characters may be very useful in the coming up with the useful products description. However, to achieve this, understanding of the Chinese culture should be of great importance.
References
Cantallops, A. S., & Salvi, F. (2014). New consumer behavior: A review of research on eWOM and hotels. International Journal of Hospitality Management, 36, 41-51.
Han, H., & Hyun, S. S. (2015). Customer retention in the medical tourism industry: Impact of quality, satisfaction, trust, and price reasonableness. Tourism Management, 46, 20- 29.s
Horner, S., & Swarbrooke, J. (2016). Consumer behaviour in tourism. Routledge.
Thøgersen, J., Pedersen, S., Paternoga, M., Schwendel, E., & Aschemann-Witzel, J. (2017). How important is country-of-origin for organic food consumers? A review of the literature and suggestions for future research. British Food Journal, 119(3), 542-557.
Zhang, H., Gursoy, D., & Xu, H. (2017). The Effects of Associative Slogans on Tourists’ Attitudes and Travel Intention: The Moderating Effects of Need for Cognition and Familiarity. Journal of Travel Research, 56(2), 206-220.
