Using means-end chain theory to explore travel motivation An examination of Chinese outbound tourists
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This study examines the travel motivation of Chinese outbound tourists at the levels of attribute, consequence and values based on means-end chain (MEC) theory and its associated laddering technique. In-depth interviews with respondents were analysed to identify six key MECs. The two major travel motivation chains are (1) respondents visit destinations that are ‘famous’ or have a ‘good environment’ because they value ‘the beauty of nature’ and ‘pleasure’ and (2) respondents want to visit ‘different’ destinations, because they value experiences and knowledge. These results illustrate the use of MEC theory in understanding travel markets and demonstrate the use of motivation chains as the basis for segmenting the Chinese market. The research findings contribute to the travel motivation literature by identifying directed, hierarchically organized motivation structures with interconnected levels of attributes, consequences and values. Further marketing and product development implications are provided to help attract this emerging market.
Journal of Vacation Marketing
© 2015 SAGE Publications. This is the author-manuscript version of the paper. Reproduced in accordance with the copyright policy of the publisher. Please refer to the journal's website for access to the definitive, published version.
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