中国面子心理与旅游消费的研究

Research on "Mianzi" and Chinese Tourist's Consumption Behavior

中国人的面子情结根深蒂固,学术界对"面子"概念的界定尚未形成定论。结合旅游行业中存在的面子消费形式,阐述了面子消费心理的四个特点,以此为基础,进一步研究"面子"所包含的隐性价值对完善旅游产品功能的作用。

Chinese consumers have been found obsessed with so-called ＂Mianzi＂,of which the definition in English is quite controversial.Vanity may be one of the closest translations to the Chinese term.The paper examines the pattern of consumption by Chinese tourists and generalizes four characteristics of consumption out of the tourists＇ vanity.Finally,it looks at the potential utility of vanity trend in the development of tourism products.