ABSTRACT
Drawing on typologies of consumption values, this study identifies and interprets the cultural divergence reflected in vacation experience. Through analysis of reviews by tourists from China and the United States, three salient themes of vacation experience emerged: scenery, food, and social interaction. Although all three aspects were addressed by both Chinese and American tourists, a closer look revealed that they had been assessed from quite different perspectives. The divergence in values is found to be instigated by unique cultural dispositions, which in turn links to tourist behavioral characteristics. Findings from the current research would help destinations in providing services to Chinese tourists.
