| ACKNOWLEDGEMENTS | 第1-6页 |
| ABSTRACT | 第6-7页 |
| 摘要 | 第7-8页 |
| CONTENTS | 第8-11页 |
| LIST OF ABBREVIATIONS | 第11页 |
| LIST OF TABLES & FIGURES | 第11-12页 |
| CHAPTER ONE INTRODUCTION | 第12-22页 |
| ·Research Background | 第12-14页 |
| ·Research Topic | 第14页 |
| ·Research Questions | 第14-15页 |
| ·Rationale and Significance of the Study | 第15-18页 |
| ·Rationale | 第15-17页 |
| ·Significance | 第17-18页 |
| ·Description of the key concepts | 第18-20页 |
| ·Organization of the Thesis | 第20-22页 |
| CHAPTER TWO LITERATURE REVIEW | 第22-42页 |
| ·Culture and Cultural value | 第22-31页 |
| ·Definition of culture and its impact on national population | 第22-23页 |
| ·Definition of value and its relation to culture | 第23-25页 |
| ·Previous studies on cultural value typology | 第25-28页 |
| ·Measures for value | 第28-31页 |
| ·Tourism and Tourism consumption | 第31-35页 |
| ·Tourists' consumption as the core of tourism marketing | 第32-33页 |
| ·Consumer style as an effective way to target market | 第33-35页 |
| ·The effect of cultural value on tourism consumption | 第35-39页 |
| ·Value and consumption | 第35-37页 |
| ·Cultural value and tourism consumption | 第37-39页 |
| ·Summary of the literature review | 第39-42页 |
| CHAPTER THREE THEORETICAL FRAMWORK | 第42-50页 |
| ·Shwartz's Universal Structure of Human Value Systems | 第42-47页 |
| ·Schwartz's view on value | 第42-43页 |
| ·Schwartz's value type and value structure | 第43-46页 |
| ·Schwartz's value measure | 第46-47页 |
| ·Consumption Style Measurement—CSI(Consumer Style Inventory) | 第47-50页 |
| CHAPTER FOUR HYPOTHESES DEVELOPMENT | 第50-54页 |
| ·Hypothesis one | 第50-51页 |
| ·Hypothesis two | 第51页 |
| ·Hypothesis three | 第51-54页 |
| CHAPTER FIVE RESEARCH METHODOLOGY | 第54-62页 |
| ·Data Collection | 第55-58页 |
| ·Sampling | 第55-57页 |
| ·The source of the data | 第57-58页 |
| ·Research Instrument | 第58-60页 |
| ·Validity and Reliability of the SVQ | 第59-60页 |
| ·Validity and Reliability of the CSI | 第60页 |
| ·Analytical Procedure | 第60-62页 |
| CHAPTER SIX RESULTS AND DISCUSSION | 第62-82页 |
| ·Statistical analysis on the cultural value | 第62-66页 |
| ·Statistical analysis on the tourism consumer styles | 第66-68页 |
| ·Compatative analysis on the correlation between cultural value and tourism consumer style | 第68-79页 |
| ·The process of establishing the correlation | 第69-70页 |
| ·The assumed consumption inclination for value orientation | 第70-72页 |
| ·Explanation for the tourism consumption differences in terms of Schwartz's value types | 第72-79页 |
| ·Answers to Research Questions | 第79-82页 |
| CHAPTER SEVEN CONCLUSION | 第82-88页 |
| ·Summary of the Major Findings | 第82-83页 |
| ·Implications for tourism marketing | 第83-85页 |
| ·Limitations and Suggestions for Future Study | 第85-88页 |
| REFERENCES | 第88-94页 |
| APPENDICES | 第94-107页 |
| Appendix A:Definitions of motivational types of values in terms of their goals and the single values that represent them | 第94-96页 |
| Appendix B:QUESTIONNAIRE IN ENGLISH VERSION | 第96-102页 |
| Appendix C:QUESTIONNAIRE IN CHINESE VERSION | 第102-107页 |
