PLACE YOUR IMAGE HERE, CROP THE IMAGE TO FIT FORMATTING PALATTE: PICTURE: CROP TOOL. Who are more trustworthy - in-group or out-group members: interview results from Chinese tourists who travelled overseas. Rui Jin Hoare PhD student

The significance of this study The People’s Republic of China (PRC) – a high growth outbound tourism market - PRC has emerged as one of the world’s most significant outbound markets (World Tourism Organisation, 2003). - PRC is forecast to produce 100 million outbound tourists by 2020 (World Tourism Organisation, 2006). The importance of understanding cultural values in relation to Chinese tourists in the overseas context

Trustworthiness The underlying meanings of trustworthiness is not clear. - The tri-factor model in Western literature - Confucian influence on trustworthiness in the Chinese context - Overlapping in Western and Chinese conceptualisations? No research has studied how in-group/out-group membership affects Chinese people's perception of trustworthiness - People engaging in interaction constantly interpret other people’s character on the basis of salient social characteristics, such as gender and race (Hurtado, 1994). Logically, Chinese diners’ perceptions of overseas servers will be affected by a salient social characteristic – in-group/out-group membership.

Method Data collection: using a modified Seidman's (1998) three-step in-depth phenomenological interview method - 20 interviews, guided by theoretical sampling strategy Data analysis: an adapted Ratner's (2002) phenomenological procedure to identify cultural themes - 272 pages of single-spaced data - 157 meaning units - 36 central themes - three core value themes

Results The fear of being overcharged by in-group members made overseas out-group servers more trustworthy. Western tipping custom made western wait staff more trustworthy Trust builds on the wait staff's knowledge, their sense of pride in their job, their reliable, honest and sincere character, and their responsible behaviour. Familiarity with the dining environment also leads to a trustworthy impression.

Application of results Chinese hospitality consumers' impression of trustworthiness varies under different service situations. - restaurant managers need to recognise, identify and understand this cross-cultural difference and complexity Chinese tourists fear being overcharged by overseas in-group members - restaurant employees of Chinese origin may avoid making recommendations to Chinese customers when they are not seeking advice. Chinese tourists' trustworthiness impression primarily builds on wait staff's knowledge and sense of pride in their job - restaurant staff need to be trained in the necessary knowledge and skills to handle food and beverage enquiries, and show work commitment.

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