Author(s)

Wei Song

Corresponding Author

Wei Song

Abstract

Chinese traditional culture is a historical heritage left by people in the past. It not only exists in the form of objects such as the classic literature and cultural objects, but also continues in the form of subjects such as the national way of thinking, values, ethics, code of conduct, customs and so on. To know how foreigners perceive Chinese traditional culture is an important mission which may lead to implications on expanding overseas tourism market. Surveys conducted by Chinese scholars show that travel guides, friends and relatives’ recommendation, travel agents, and the Internet were the main ways to obtain Chinese tourism information in the earlier days. But today, internet has become the most important channel, followed by radio and television, recommendations from friends and relatives. Generally, in the eyes of foreigners, the Great Wall, the Terra Cotta Warriors, chopsticks, Traditional Chinese Medicine, abacus, Taishan, hot pot, the Monkey King, etc., are the most typical Chinese cultural symbols. Both studies on foreign citizens and China’s inbound tourists show that Chinese traditional culture is a great attraction to the vast majority of foreign people, and can arouse a strong willingness to visit China. Chinese traditional culture has impacts on both the travel decision and travel behavior of inbound tourists and is facilitating in forming positive impression, travel experience and guest satisfaction.

Keywords

Chinese Traditional Culture; Inbound Tourists; Influence; Chinese Researches