Motivations of experienced leisure travellers: A means-end chain study on the Chinese outbound market

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Jiang, Shan
Scott, Noel
Ding, Peiyi
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2019
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Abstract

This study examines Chinese outbound leisure travel motivation using a two-stage means-end chain (MEC) approach. In-depth interviews (n = 60) using a soft-laddering method followed by a hard-laddering survey (n = 600) with experienced Chinese outbound leisure travellers allowed culturally specific motivations for travel to be identified, based on 48 items at attribute, consequence and value levels. Six dominant MECs were identified. These findings provide a non-Western structure to the subtleties and salient dimensions of traveller motivation.

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Journal of Vacation Marketing
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Marketing
Marketing not elsewhere classified
Tourism
Chinese outbound market
Hard laddering
Means-end chain theory
Soft laddering
Travel motivation
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