Understanding international tourists: A cultural intelligence perspective
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Author(s)
Zhang, Yunen
Thaichon, Park
Shao, Wei
Griffith University Author(s)
Year published
2019
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Using Chinese tourists as research objects this paper investigates how the ability of an individual to adapt to a certain culture might has influence on his or her revisit intention and willingness to introduce the destination to others. This paper introduces cultural intelligence to the tourism research and proposes a strong positive relationship between cultural intelligence, tourists’ revisit intention and electronic word-of-mouth, and regards tourists’ enjoyment and satisfaction as intermediates of such relationship. Moreover, this paper also proposes that tourists’ perceived peer influence has a moderating effect on ...
View more >Using Chinese tourists as research objects this paper investigates how the ability of an individual to adapt to a certain culture might has influence on his or her revisit intention and willingness to introduce the destination to others. This paper introduces cultural intelligence to the tourism research and proposes a strong positive relationship between cultural intelligence, tourists’ revisit intention and electronic word-of-mouth, and regards tourists’ enjoyment and satisfaction as intermediates of such relationship. Moreover, this paper also proposes that tourists’ perceived peer influence has a moderating effect on tourists’ positive emotion and post consumption evaluation. To understand such relationships precisely this paper employs online survey for data collection and structural equation modelling for data analysis technique. The research outcome would make contribution on both the application of cultural intelligence theory and destination marketing and management.
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View more >Using Chinese tourists as research objects this paper investigates how the ability of an individual to adapt to a certain culture might has influence on his or her revisit intention and willingness to introduce the destination to others. This paper introduces cultural intelligence to the tourism research and proposes a strong positive relationship between cultural intelligence, tourists’ revisit intention and electronic word-of-mouth, and regards tourists’ enjoyment and satisfaction as intermediates of such relationship. Moreover, this paper also proposes that tourists’ perceived peer influence has a moderating effect on tourists’ positive emotion and post consumption evaluation. To understand such relationships precisely this paper employs online survey for data collection and structural equation modelling for data analysis technique. The research outcome would make contribution on both the application of cultural intelligence theory and destination marketing and management.
View less >
Conference Title
Australian and New Zealand Marketing Academy Conference (ANZMAC 2019)
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© The Author(s) 2019. The attached file is reproduced here in accordance with the copyright policy of the publisher. For information about this conference please refer to the conference’s website or contact the author(s).
Subject
Marketing