The Role of Chinese Culture in International Marketing

The Constructions of Family Holidays in Young Middle-class Malaysian Chinese Children

“…Confucian values were alluded to in Khoo-Lattimore et al (2015)'s study on Asian family tourism -their findings revealed that Malaysian Chinese parents discussed their preferences for educational activities at the holiday destination and accommodation -but the study collected data only from the mothers and not children. Therefore, although the literature acknowledges that Confucian values teach children to be polite to their seniors, respect their teachers and tolerate injustice (Hsieh & Scammon, 2015), the impacts of these values on how young Chinese children respond to family holidays are not yet known. We also know that subordination and harmony through hierarchical arrangements are key principals within Confucian values (Hsieh & Scammon, 2015) and that Chinese children influenced by Confucian values, "tend to be more respective and receptive to their parents' arrangements in their daily lives in order to maintain harmony and the hierarchical relationship" (Lee, Wong, & Brown, 2015, p. 214).…”