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Hospitality || The Effects of Personal Values on Travel Motivation and Behavioral Intention

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Culture has been widely proposed by marketing theorists as one of the underlying determinants of consumer behaviour. Empirical inquiries in the field of tourism remain scarce, particularly in the understanding of its behavioural influences. The study reported in this article aims to fill the gap by investigating the effect of cultural values on travel motivation and behavioural intentions. The analysis of survey data from outbound Chinese tourists reveals that both internal and external values exert an asignificantly positive effect on travel motivation. Keywords: values, travel motivation,...

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Question Preview:

Culture has been widely proposed by marketing theorists as one of the underlying determinants of consumer behaviour. Empirical inquiries in the field of tourism remain scarce, particularly in the understanding of its behavioural influences. The study reported in this article aims to fill the gap by investigating the effect of cultural values on travel motivation and behavioural intentions. The analysis of survey data from outbound Chinese tourists reveals that both internal and external values exert an asignificantly positive effect on travel motivation. Keywords: values, travel motivation, behavioural intention, Chinese outbound tourists Behavioural intention is affected only by internal values. The novelty dimension of travel motivation directly affects behavioural intention. The findings are examined in the context of the rising significance and uniqueness of Chinese outbound tourism. Pragmatic and theoretical implications are discussed.

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In the modern era, culture is termed as one of the main and most critical factors which influence the purchase behaviour or decision making of buyers in any industry (Abubakar & Ilkan, 2016). However, it can be argued that still today, limited studies have been carried out in the field of tourism to understand the influence of culture on decision making or buying behaviour of tourists. In the present research, analysis of an article which is the effects of personal values on travel motivation and behaviour has been carried out. A discussion on the benefits of selected articles findings to the hospitality businesses of New Zealand has also been carried out in this study.

From the study conducted, it can be inferred that values have a direct and considerable impact on areas such as behavioural intention and travel motivation. Furthermore, different theories and models have been used in this study with an objective to incorporate or integrate values in areas such as travel behaviour and to determine the link or relationship between factors such as behavioural intention, values and travel motivation in the most suitable way. The impact of values and culture is significant on decision making and travel behaviour of tourists and the businesses in the New Zealand hospitality industry needs to consider this fact in the most appropriate manner.

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