Social moral mechanisms in tourism development in China

Li, L, Hazra, S and Wang, J (2020) Social moral mechanisms in tourism development in China. In: International Association for Critical Realism Annual Conference: The Human Person in Times of Civilization Change, 14 - 16 October 2020, Cardinal Stefan Wyszyński University, Poland [online].

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Previous studies on ethical matters in tourism tend to focus on the empirical domain from the perspective of individualism or that of collectivism. Human moral agency and social moral mechanisms have not attracted much attention within the academic community of tourism studies. The first author of this study previously investigated the moral reasoning of tourism matters among sampled Chinese undergraduate students wherein it was found that the subjects’ self-regulatory mechanisms of moral thinking are shaped by a variety of familial and megafamilial social influences. Thus, the present inquiry focuses on the discursive forces that influence moral pronouncements in China’s tourism. It seeks to answer: 1) What is the relationship between objective cultural values and people in the tourism domain in China? 2) What is the relationship between the socio-cultural interactions at the agency level and the nascent cultural configuration of ethicality in China’s tourism? The study employed a three-block knowledge production approach: Block A focused on the empirical domain of China’s morally guided tourism at the Socio- Cultural (S-C) level, such as personal accounts concerned with the thoughts, talks and actions of the social actors involved; Block B focused on the actual domain of systemic properties; Block C attended to the ‘deep’ domain through applying Framework Analysis (Ritchie and Lewis, 2003) and Multimodal Discourse Analysis (Björkvall, 2017) to bring the Cultural System (CS) and the S-C together so as to identify the social moral mechanisms of the phenomenon. Between 2017 and 2019, 138 photos of the signages and posters were taken across various cities and attraction sites in China while 91 participants were interviewed. One hundred and forty academic papers identified from China’s national database of literature were analyzed. So far, some of the findings have been: 1. There is a nationwide promotion of Chinese Socialist Values (CSVs) and ‘civilized tourism’ at the CS level. 2. At the CS level, there is also a great attention paid to personal development of civility that appears to be heavily influenced by CSVs and Confucian philosophy.

Item Type: Conference or Workshop Item (Paper)
Keywords: ethical tourism, moral values, mechanism, China
Divisions: Bath Business School
Date Deposited: 29 Nov 2021 18:19
Last Modified: 17 Jun 2022 17:11
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