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  • The university student travel market: Motivations and preferences for activities

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    Author(s)
    Xiao, Huan
    So, Kevin Kam Fung
    Wang, Ying
    Griffith University Author(s)
    Wang, Ying
    Xiao, Huan
    Year published
    2015
    Metadata
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    Abstract
    Despite the significance of the student travel market, this segment's heterogeneity in motivation and behavior remains relatively unexplored. This article presents a comparative analysis of domestic and international university students' travel motivations and activity preferences. Using Partial Least Squares Path Modeling, questionnaire data from 307 students showed that students were most likely to seek opportunities for learning and relaxation. Further, the student market lacks homogeneity in terms of travel motivation and preference for activities, and motivational factors are significantly associated with activity ...
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    Despite the significance of the student travel market, this segment's heterogeneity in motivation and behavior remains relatively unexplored. This article presents a comparative analysis of domestic and international university students' travel motivations and activity preferences. Using Partial Least Squares Path Modeling, questionnaire data from 307 students showed that students were most likely to seek opportunities for learning and relaxation. Further, the student market lacks homogeneity in terms of travel motivation and preference for activities, and motivational factors are significantly associated with activity preference. The study provides empirical support for the motivation–behavior link in preferences for activities, and offers insights into students' travel motivation and needs, enabling more effective product design and marketing for this important segment. Differences between domestic and international students suggest a need for differentiated strategies for the two groups of travelers.
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    Journal Title
    Tourism Analysis
    Volume
    20
    Issue
    4
    DOI
    https://doi.org/10.3727/108354215X14400815080488
    Copyright Statement
    © 2015 Cognizant Communication Corporation. The attached file is reproduced here in accordance with the copyright policy of the publisher. Please refer to the journal's website for access to the definitive, published version.
    Subject
    Commercial services
    Marketing
    Tourism
    Tourism not elsewhere classified
    Publication URI
    http://hdl.handle.net/10072/101535
    Collection
    • Journal articles

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