ABSTRACT
Confucian doctrine of the mean is a basic proposition, Dali scientist Zhu Xi said: moderation is the “not partial of that, and that’s not easy In layman’s terms, the doctrine of the essence of things is the development process has certain standards and norms, If you exceed or fail to meet the standards and norms are not conducive to the development of things, so no matter what should be taken impartially, to reconcile compromise attitude. Everything about “degree”, opposition beyond the conventional oppose fundamental change, emphasizing the continuity and stability..” On the individual, the Chinese people will tend to see themselves as a member of a group, trying to comply with group norms, and strive to be consistent with the demeanor of everyone, avoiding prominent
individuals, Otherwise it will get attention and discussion, which is what most Chinese people do not like, but also to avoid. This cultural awareness reaction in the tourism consumer behavior, is to emphasize the importance of maintaining a consistent and society, with the flow, catch the trend, on par with others, tourism convergence of consumer behavior; Not in favor of excessive consumption, focus on traditional, could not understand new things, do not pay attention to unconventional tourism consumption.
