(A) the differences between Chinese and Western cultures
Chinese and Western cultures were born in China and Europe respectively, belonging to different cultures, so there are some similarities and differences between them. This difference is the particularity that distinguishes this culture from other cultures. The differences between Chinese and western cultural traditions are manifested in many aspects, but mainly in the following three aspects:
1, the relationship between man and nature. There are obvious differences between China and the West in understanding the relationship between man and nature. In China's traditional culture, the emphasis on "Heaven", the spirit of harmony between man and nature, and the emphasis on human behavior conforming to the natural development trend have also led to a natural constraint on the expansion of individual personality. This stereotyped way of production and life has made people accustomed to the way of knowing their destiny and guarding themselves, and it is easy for man and nature to reach a harmonious state, which has been the case for thousands of years, thus forming a gentle and peaceful national character of China people. On the other hand, the cultural spirit of the western nation is based on the understanding of "the separation between man and nature", emphasizing the division and opposition between man and nature, emphasizing the struggle between man and nature, and thinking that man must rely on knowledge to conquer nature in an all-round way. This natural orientation has contributed to the strong sense of independence and challenge of western nations, thus shaping people's extroverted behavior patterns such as paying attention to efficiency, daring to compete and being afraid of risks.
2, the relationship between people. In China's cultural system which emphasizes ethics, people pay more attention to interpersonal relationships. In order to dilute and alleviate interpersonal conflicts, there are ethical sermons such as "golden mean", "benevolence" and "courtesy", which emphasize obedience and order and advocate coordination and tolerance. Contrary to traditional China, western culture advocates human individuality, pursues individual priority, has strong individualistic color and obvious personality spirit. Influenced by this cultural feature, westerners like to be unique in all aspects of social life and pursue self-independence and self-development.
3. Lifestyle. China people believe that the true meaning of life lies in enjoying a simple and leisurely life, especially the joy of family life and the harmony of various social relations, and reveling in this ideal of life, which makes China people show a gentle and restrained character towards secular life. West Renye Fang pursues pleasure, but has a strong sense of utility. People strive to pursue material wealth, transform and conquer nature, thus inspiring the enthusiasm of westerners for work, acquisition and creation.
(B) the reasons for the cultural differences between China and the West
Fundamentally speaking, the cultural characteristics of a nation are first determined by its natural environment.
1, natural ecological environment. The natural ecological environment is an indispensable material premise for the survival and development of human society and nation. When a nation lives, works and lives in a certain area, it also creates the corresponding culture. The natural geographical conditions and corresponding culture related to this nation are what people call the ecological environment. Generally speaking, cultural differences originally come from differences in understanding of nature, and natural geographical conditions determine the initial direction of cultural development of various ethnic groups and regions. The geographical features of three plateaus and one ocean are relatively isolated, which makes China's ancient culture basically isolated from the outside world, but at the same time, it also provides unique conditions for the development of agricultural civilization, and on this basis, it forms an economic form characterized by small-scale peasant economy. At the same time, the mainland environment of great rivers and the resulting self-sufficient natural economy make China people identify with the nature of things, conform to the nature of things, and bind people firmly to the land. However, the stability of agricultural society and the long-term settlement of family and friends have made China people attach great importance to farewell since ancient times, which makes the Chinese nation show that they like one thing better than many things, like the same but different, like being static and motionless, and like being stable and unchanging. The flowing water source of western culture is ancient Greek culture, which originated in the Mediterranean, and its marine environment has cultivated the original adventurous and extroverted national character of western nations. In their view, compared with the ocean, human power is very small and fragile, but human beings conquered the ocean by their brave, resolute and great fighting spirit, so the human spirit is greater than the ocean, and all this has also shaped the open and brave character of western nations. Therefore, judging from the whole ancient social and cultural phenomenon, the West started from the individual, explored outward, constantly pursued and expanded itself, and at the same time constantly innovated itself. However, due to the closed and complacent agricultural society, China showed strong nostalgia for the countryside and longing for a quiet life.
2. Humanistic and social environment. Humanistic social environment mainly refers to the sum of social ideology composed of systems, policies and regulations. During the development of feudal society in China for thousands of years, there were wars and turmoil, but the ultra-stable agricultural production mode, social organization form and patriarchal ethics always maintained the tradition and survival of the Chinese nation. The centralized political system and the patriarchal clan system based on consanguinity have made the common people have a social psychology of preferring quietness to inactivity and attaching importance to hometown and blood. The ethical concept with filial piety as the core restricts China people's behavior of going out for adventure. Confucius once pointed out that "if parents are there, they will do good deeds if they don't travel far." However, due to the large mountainous area and limited plain area, the people in the west can only exchange food and other necessities through maritime trade, which promotes the formation of the enterprising and adventurous national character of the westerners. The democratic political system in ancient Greece made the concept of democracy and the awareness of the rule of law become the * * * knowledge reached by all members of society. They believe that everyone has equal ability, equal status and freedom of action, and more people embody independent personality. Under such a political background, the national spirit has been greatly mobilized, forming an open, positive and enterprising national spirit. It can be seen that the same nation has the same language, the same region, the same economic life, the same historical origin and the same cultural accumulation, so it has the same psychological quality on the same cultural basis, which is a national character and cultural expression.
Second, the impact of cultural differences between China and the West on the demand for tourism products
(A) the impact of tourism psychology
The psychological difference between Chinese and western tourism demand caused by different cultures is mainly manifested in the obvious tendency of single demand of China people, while the strong exploration consciousness of western nations makes them dare to take risks, conquer themselves and show themselves, so as to satisfy their sense of personal accomplishment and reflect their competitiveness. China's traditional culture determines that China people lack adventurous spirit, and their pursuit of complexity and diversity in tourism activities is extremely limited, even refusing adventurous tourism activities. Western tourists are enthusiastic and fearless. They often like some exciting tourism projects to show off their personality. This difference stems from their respective cultural soil and ethnic differences. The dynamic nature of western society makes their tourism demand psychology tend to be rapid and intense, while the static nature of China society makes their tourism demand psychology tend to be soothing and introverted.
) the concept of tourism aesthetics
China people advocate quietness, which is the main form of everything. Therefore, keeping quiet has become China's aesthetic activity and category. It combines with people's psychological experience, achieves the purpose of pleasing temperament and body and mind through tourism aesthetics, and embodies the aesthetic taste of human freedom. However, westerners' extroversion makes them focus on dynamics when they look at and feel beauty. Western tourism aesthetics is often expressed by indescribable excitement and excitement. Therefore, some exciting and horrible tourism activities in western tourism are not aesthetic for orientals, while westerners devote themselves to and enjoy the beauty of form and reality because of terror and blood.
(C) tourism demand motivation
Generally speaking, westerners' travel motivation is stronger than that of China. At this point, we can't rule out the reasons for the economic gap between China and the West, but we should see that this difference has far-reaching cultural reasons. China people emphasize adaptation to nature, harmony between man and nature, advocate ethical hierarchy, harmonious interpersonal relationship and stable social balance, which all hinder China people's travel motivation. Western culture emphasizes the domination, transformation and conquest of nature, pays attention to individualism, and pursues pleasure, which shapes the obvious extroversion of the western nation, making westerners more willing to travel, explore and know the outside world than China people.
(D) the choice of tourist destinations
Influenced by their adventurous spirit and individual liberalism, western tourists tend to choose inaccessible tourist destinations, like to be the first to come to these areas to enjoy fresh experiences and the joy of discovery, like to contact and be eager to know strange cultures and people. Generally speaking, any destination with great characteristics or outstanding personality will often become the first choice for western tourists. People in China prefer some peaceful or quiet landscapes, and generally choose familiar or even well-known destinations with mature planning and construction, but are not interested in some scenic spots with immature tourism development or remote locations. At the same time, China people have a strong sense of group, are easily dominated by others, and have a serious herd mentality. When choosing a destination, it is easy to listen to the opinions of others and be influenced by others or social popularity, which makes some well-known tourist destinations saturated or even overloaded in the peak season, while some scenic spots are rarely visited.
Third, the impact on the development of tourism products.
(1) Understand the individual differences between Chinese and Western tourists and provide personalized services.
The design, development and marketing of tourism products should be targeted. Nowadays, international tourists' travel motives are varied, which leads to their psychological needs of "personalization, diversification, participation and self-help". They have a strong demand for the diversity of life, like to take risks, hope to realize their self-worth through tourism, try new and different things, and even want to decide to buy tourism products that suit them according to their own personality. Therefore, for the tourism industry, it is necessary to develop, manage and publicize tourism products according to the characteristics of Chinese and western tourists. First of all, we should constantly develop new products to attract tourists who seek new excitement and like adventure; Secondly, we should make use of modern means and channels so that they can quickly and conveniently understand the tourism products that meet their individual needs and obtain tourism information; At the same time, enterprises can find the consumption value pursued by all kinds of tourism consumers, find new tourism market space and develop new tourism consumption hotspots through online questionnaires and other forms.
The design, development and marketing of tourism products should be targeted.
Understand the individual differences between Chinese and western tourists and provide personalized services. Tourism faces highly mobile consumers from all over the world. Due to the influence of natural and social environment, various countries and nationalities have long formed unique styles in customs and lifestyles, which have played a great role in the development of people's character and psychology, making their characters have strong national and ethnic colors. Therefore, tourism enterprises must understand the individual differences of tourists, investigate and study from the national and racial characteristics, understand their customs, religious beliefs and lifestyle characteristics, adopt different reception methods and service measures, and provide personalized services. Cultural difference is the most attractive resource to attract overseas tourists, and it is also the fundamental reason why Chinese and western tourists behave differently in tourism consumption behavior. Therefore, maintaining this difference and highlighting the characteristics of one's own culture is of great guiding significance to the development of China's tourism industry, especially the development of international tourism. According to the different needs of Chinese and western tourists, tourism enterprises should adjust their development strategies in time, develop marketable tourism products, and formulate new management methods and strategies to ensure the healthy and rapid development of tourism.
(three) to ensure the national cultural characteristics and enhance the tourist attraction.
We should not only ensure the national cultural characteristics, but also enhance the tourist attraction. Contemporary western tourists have a strong demand for international long-distance travel. They want to find a new way to design their own routes and arrange activities according to their unique wishes. Therefore, individual self-help travel has become a trend. They can avoid the noise and various services of tourist attractions, go deep into the life and work of local residents, understand their local customs, give them more opportunities to get in touch with the culture of tourist destinations, and at the same time have a lot of influence on the culture of tourist destinations, so that they gradually lose the value and characteristics of traditional culture. Therefore, when developing tourism, tourist destinations must maintain distinctive local and ethnic characteristics, create excellent humanistic environment, develop scientifically and with high quality, carry forward the deep connotation of national traditional culture, and attract Chinese and western tourists with different cultural backgrounds with their differences.