From www.en.wikipedia.org/wiki/Veneration_of_the_dead :
In English, the word worship usually refers to the reverent love and devotion accorded a deity or divine being. However, in other cultures, this act of worship does not confer any belief that the departed ancestors have become some kind of deity. Rather, the act is a way to respect, honor and look after ancestors in their afterlives as well as seek their guidance for their living descendants. In this regard, many cultures and religions have similar practices. Some may visit the graves of their parents or other ancestors, leave flowers and pray to them in order to honor and remember them, while also asking their deceased ancestors to continue to look after them. However, this would not be considered as worshipping them.
It is in that sense that the translation ancestor veneration may convey a more accurate sense of... (the rest is irrelevant)