Chinese tourists’ motivations of visiting a highly volatile destination: a means-end approach

Document Type

Journal Article

Publication Title

Tourism Recreation Research

Publisher

Taylor and Francis Ltd.

School

School of Business and Law

RAS ID

29030

Funders

Zhejiang University, ZJU

Comments

Wen, J., & Huang, S. (2020). Chinese tourists’ motivations of visiting a highly volatile destination: a means-end approach. Tourism Recreation Research, 45(1), 80-93. https://doi.org/10.1080/02508281.2019.1637078

Abstract

This study examines Chinese outbound tourists’ motivations of visiting Israel, as a highly volatile destination. Employing means-end theory and its associated laddering technique, the study identified 6 means-end patterns (including 14 dominant means-end chains) to illustrate tourists’ motivations at three levels of attributes, consequences, and values. Prominent destination attributes that motivated Chinese tourists to visit Israel include the local people (Jews), local culture, history, well-known places, religions, and geographical location, which converge on three end values of life enrichment, self-esteem and achievement. The study contributes to the motivation literature by clarifying Chinese tourist motivations of visiting a highly volatile destination in a means-end value chain structure. Destination marketing implications are provided based on the findings. © 2019, © 2019 Informa UK Limited, trading as Taylor & Francis Group.

DOI

10.1080/02508281.2019.1637078

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