ABSTRACT
The growing number of Asian/Chinese tourists to the Arctic region is one of the main factors why the region, as a tourism destination, is gaining great importance on the global tourism market. Therefore, it is vital to study Asian, and specifically Chinese, culture since there is a cultural difference between these two regions. Face concept is one of the most significant and quintessentially cultural aspects in Chinese society, which has a great influence on social interaction, reflecting people’s value and behavior intentions. This study investigated face culture and its attendant traits, reflected in Chinese tourists’ consumption behavior. These characteristics (showing-off, following trends, being unique and fashionable, and consuming blindly), to some extent, earn Chinese tourists face. Taking a qualitative research approach, Chinese tourists who traveled to Norway in groups were interviewed. Findings from the 26 interviews with the Chinese tourists indicate that showing-off is not the main purpose for most of them. However, a different culture and uniqueness does attract them towards traveling to Norway, which also earns them face. This reflects that cultural tourism and special activities tourism are becoming the main motivations for many Chinese tourists, and they are moving away from the earlier outbound tourists’ interests and motivations.
