Perceived Value of the Chinese Calligraphic Landscape in Tourism Settings: From the Perspective of Chinese Tourists

Qian Li, Zhuowei (Joy) Huang, Jie Zhang

Research output: Contribution to journalArticle

Abstract

This study investigates Chinese tourists’ perceived value of the Chinese calligraphic landscape in tourism settings. Four-hundred and twenty-two valid questionnaires were randomly collected among Chinese tourists in a touristic site with a calligraphic landscape in China. Four dimensions of perceived value of calligraphic landscape are proposed and identified: functional tangible value, functional intangible value, social value, and emotional value. In addition, this study suggests that functional intangible value and emotional value of a calligraphic landscape play significant roles in affecting tourist satisfaction and loyalty. A one-way analysis of variance reveals that the perceived value of a calligraphic landscape varies across tourists with different levels of liking for and familiarity with Chinese calligraphy.

Original languageEnglish (US)
Pages (from-to)414-431
Number of pages18
JournalJournal of China Tourism Research
Volume10
Issue number4
DOIs
StatePublished - Oct 31 2014

Keywords

  • Chinese calligraphic landscape
  • Chinese tourists
  • familiarity
  • liking
  • perceived value

ASJC Scopus subject areas

  • Cultural Studies
  • Language and Linguistics
  • Linguistics and Language
  • Tourism, Leisure and Hospitality Management

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