摘要：Cross - cultural tourism consumer research, in the field of tourism study, has received wide attention of scholars in recent years. In this paper, traditional Chinese cultural values will be taken as the study starting point; meanwhile, domestic tourists in Xi＇an will be taken as the research object. The author indicates Confucian cultural values scale, Taoist Cultural values scale and tourist decision - making style scale, by applying the multiple stepwise regression equation, then comes to the conclusion that cultural values of Confucianism and Taoism have significant influence on tourist shopping decision - making style. The main features are that ＂family＇s reputation - based＂, ＂act in line with the identity - type＂ and ＂selfless and aggressive＂ of the Confucian cultural values respectively impact on the ＂confusion and impulsive decision - making＂, ＂shopping mature＂ and ＂cautiousness and practicality＂, ＂the pursuit of novelty and self- type ＂ of shopping the decision style significantly. ＂Respect for nature - based＂ of Taoist cultural values has a significant effect on ＂the pursuit of enjoyment and quality of type＂ and ＂conservative and rational one＂ of shopping decision - making style, on the basis of this, the author proposes tourism market segmentation and marketing strategy suggestions.%跨文化旅游者消费行为研究，近年来，在旅游学研究领域备受学者的广泛关注。文章即以中国传统文化价值观为研究的切入点，以西安国内游客为研究对象，独创性建立了儒家、道家文化价值观量表和游客购物决策风格量表，并运用多元逐步回归方程，揭示出儒家、道家文化价值观对游客购物决策风格有着显著影响。并基于此提出了旅游市场细分及营销策略建议。
