Using means-end chain theory to explore travel motivation: an examination of Chinese outbound tourists

Jiang, Shan, Scott, Noel and Ding, Peiyi (2015) Using means-end chain theory to explore travel motivation: an examination of Chinese outbound tourists. Journal of Vacation Marketing, 21 1: 87-100. doi:10.1177/1356766714535599

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Author Jiang, Shan
Scott, Noel
Ding, Peiyi
Title Using means-end chain theory to explore travel motivation: an examination of Chinese outbound tourists
Journal name Journal of Vacation Marketing   Check publisher's open access policy
ISSN 1356-7667
1479-1870
Publication date 2015-01-01
Year available 2014
Sub-type Article (original research)
DOI 10.1177/1356766714535599
Open Access Status File (Author Post-print)
Volume 21
Issue 1
Start page 87
End page 100
Total pages 14
Place of publication London, United Kingdom
Publisher Sage Publications
Language eng
Formatted abstract
This study examines the travel motivation of Chinese outbound tourists at the attribute, consequence and values levels based on means-end chain (MEC) theory and its associated laddering technique. In-depth interviews with respondents were analysed to identify six key means-end chains. 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’; (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.
Keyword Travel motivation
Chinese outbound market
Means-end chain
Laddering technique
Destination marketing
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2015 Collection
UQ Business School Publications
 
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Citation counts: TR Web of Science Citation Count  Cited 3 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 8 times in Scopus Article | Citations
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Created: Sat, 22 Feb 2014, 21:46:46 EST by Mr Noel Scott on behalf of UQ Business School