The effects of psychographics on behavioral intention : a study of Mainland Chinese leisure tourists to Taiwan

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The effects of psychographics on behavioral intention : a study of Mainland Chinese leisure tourists to Taiwan


Author: Hsueh, Ching Tsu Amy
Title: The effects of psychographics on behavioral intention : a study of Mainland Chinese leisure tourists to Taiwan
Degree: DHTM
Year: 2014
Subject: Chinese -- Travel -- Taiwan.
Tourists -- Taiwan -- Attitudes.
Tourism -- Taiwan.
Hong Kong Polytechnic University -- Dissertations
Department: School of Hotel and Tourism Management
Pages: xiii, 175 pages : illustrations ; 30 cm
InnoPac Record:
Abstract: China proclaimed its economic expansion since the Open Door policy in 1978. The increase of personal income and consumption, a quickly emerged middle class, better living conditions and standards, improved transportation network, and ease of policy have all made outbound tourism a trend in the Mainland Chinese society. China is a major market source and a top spender in international tourism. Taiwan, since its inclusion in the Approved Destination Status (ADS) in 2008, has become one of the most popular outbound tourism destinations for the Mainland Chinese. Mainland Chinese tourists have also replaced Japanese tourists to become the largest inbound source market for Taiwan in 2010. The changes after the historical breakthrough were a milestone for Taiwan's tourism industry and it is crucial for the tourism authorities and marketers in Taiwan to better understand the market. Behavioral intention is widely accepted as a predictor of tourist behaviors and it is commonly assessed by a post hoc approach by linking behavioral intention with post-visit variables. This study notes the significance of major pre-visit psychographic variables and attempts to test the structural relationship between these psychographic variables and behavioral intention. The objectives of the study are (1) to identify the measurement items relevant to Chinese context; (2) to test the proposed relationships between cultural values, personality, travel motivation and behavioral intention; and (3) to discuss the theoretical contributions to the tourism literature and practical implications to Taiwan's tourism industry. The research design consists of two stages: (1) instrument development and (2) a cross-sectional survey. In the first stage, literature review and tourist interviews were conducted to derive the measurement items of each identified variable. Eight panel members were included to review and validate the measurement items of the survey. A pilot test was conducted to test the validity and reliability of the instrument among the target population prior to data collection.
In the second stage, the main survey was conducted among 534 group and individual Mainland Chinese leisure tourists traveling to Taiwan. Data was analyzed using SPSS 21.0 and SMART PLS 2.0. The major findings of the study include: (1) Three Chinese cultural values (face, conformity and collectivism) relevant to behavioral intention are confirmed; (2) nostalgia, better preserved Chinese culture and medical tourism are destination specific travel motivations identified in this study and 11 motivations are categorized into three factors (sightseeing and exploration, destination stimuli and special interests); (3) Chinese cultural values have direct effects on personality and travel motivation; (4) extroversion, agreeableness, consciousness and neuroticism personality traits have direct effects on travel motivation; (5) extroversion personality trait has a direct effect on behavioral intention; (6) travel motivation has a direct effect on behavioral intention; (7) travel motivation has a mediating effect between cultural values and behavioral intention and between four personality traits (extroversion, agreeableness, consciousness and neuroticism) and behavioral intention; (8) twelve out of 18 direct paths are supported and predictive accuracy R2 values for personality traits of extroversion, agreeableness, conscientiousness, neuroticism and intellect, travel motivation and behavioral intention are .116, .175, .234, .068, .587 and .545, respectively. The findings of the study are expected to provide some insights to the current knowledge. Theoretical contributions, practical implications and limitations of the study are discussed accordingly.

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