由于欧美和中国文化传统、社会背景、家庭环境差异,引起了旅游者行为的不同。本文通过分析欧美和中国在价值取向与价值观念、哲学思想与思维方式、性格特点与生活方式的差异,从旅游者的旅游观、旅游方式、旅游目的地选择、旅游审美和旅游商品选择上分析了欧美和中国文化差异对旅游者的影响,并根据欧美和中国文化的不同在旅游产品开发、旅游营销和旅游服务上提出了相应建议措施。 Due to the cultural tradition of Europe, the United States and China, social background, family environment differences, caused by the different behavior of tourists. This article analyzes the difference between the value orientation, the value concept, the philosophical thinking and the thinking mode, the personality characteristic and the way of life in Europe, the United States and China, analyzes from the tourists’ tourism concept, the traveling style, the destination choice, the traveling aesthetic and the traveling commodity choice The cultural differences between Europe, the United States and China on the impact of tourists, and in accordance with the differences between Europe and the United States and Chinese culture in tourism product development, tourism marketing and tourism services put forward the corresponding recommendations.