Exploring disagreement prevention and resolution in travel decision-making of young Chinese travellers

The young Chinese travel market is becoming increasingly significant in domestic and international tourism. However, there is limited research on the market. This study examines the decision-making processes of young Chinese travellers, with a particular interest in disagreement prevention and resolution. On the basis of interviews with 25 young Chinese travellers, this study found that while a small number of travellers did not perceive any disagreement, or did not voice their disagreement, the majority of interviewees described the decision-making process as being characterised by periods of disagreement. It was found that Chinese cultural values including ‘forbearance’ and ‘authority’ influence travellers’ disagreement prevention. It was discovered that travellers used five types of strategies for disagreement resolution, including: compromise, problem solving, delay, forcing, and accommodation. These strategies were primarily influenced by two Chinese cultural values: ‘reciprocity’ and ‘conformity’.