Developing a measurement scale for cultural values and norms of Chinese mass travelers

Abstract This study aims to explore the cultural values and behavioral norms of Chinese mass travelers based on travelers' consumption experience with budget hotels, which is a recently emerged hotel sector in China. A measurement scale is developed following the main steps recommended by Churchil (1979). The scale incorporates three dimensions (eleven items), including traditional virtues (five items), relational values (three items), and choice norms (three items). The scale is further validated through confirmatory factor analysis. Further testing of how these values and norms affect consumer behavior becomes possible.