Developing Chinese tourist's leisure literacy scale from the perspective of Chinese culture

Abstract The purpose of the study is to establish a scale for Chinese leisure literacy. One investigation and two surveys are conducted in the scenic areas of Taiwan and China. For initial item generation, the investigation includes 60 in-depth interviews by semi-structured questions. To refine the measurement scale, the first survey of 786 respondents was utilized by exploratory factor analysis. For scale verification, the second survey interviews 1121 respondents for validity assessment by confirmatory factor analysis. This study finds that leisure literacy has 5 dimensions, including leisure knowledge, leisure skills, leisure cognition, leisure behavior, and Taoist/Confucianist state-of-mind. This study also finds that, as influenced by Taoism/Confucian culture, a Taoist/Confucianist state-of-mind is valued over leisure knowledge, leisure cognition, and leisure behavior; in different cultural backgrounds, the cultivations of individuals' leisure literacy may differ. Accordingly, the study provides reference for the implementation of leisure education and leisure activities.