The Importance of Factors Influencing the Travel Intentions of Chinese Sightseeing Cultural Tourists toward Foreign Countries
With the increasing affluence of Chinese people,more and more people plan traveling to foreign countries for cultural sightseeing.This paper focuses on the importance of factors influencing travel intentions of Chinese sightseeing cultural tourists toward foreign countries.In this paper,we review five fundamental factors influencing the travel intentions,which include expenditure,distance,cultural experience,social and public security,and infrastructure.We used the technique of conjoint analyses to design our research and conduct online surveys to collect data.The data were analyzed in IBM SPSS Statistics 22.Our research suggests that these five factors have varying influence on respondents decision making.Overall,security is the most important factor and distance is the least important factor.The importance from the second to fourth place sequentially is expenditure,cultural experience,and infrastructure.We also explored the moderating roles of some demographic factors,which include gender,age,education,and marital status.We find meaningful results of these demographic factors on respondents assessing the relative importance of the five factors.Males rated security much more highly than expenditure,and they rated expenditure and cultural experience roughly the same.Females didnt rate security much more important than expenditure although they ranked security as more important.Married respondents rated security as far more important than expenditure.The unmarried ranked expenditure as the most important factor and ranked security as the second important factor.There are two trends among three age groups in our research.One is that expenditure becomes less important with age.The other is that security becomes more important with age.To the people with associate degrees and below,security was only slightly more important than expenditure,whereas to the people with post-college degrees,security was far more important than expenditure.Finally,managerial and theoretical implications according to our research results are given.And we also point out the limitations of our research and give some suggestions for future research.
expenditure distance cultural experience public security infrastructure
Jinzhong Ren Thomas Lawrence Long Ruqian Liang
Guangxi University of Finance and Economics,School of Business Administration Nanning,GX 530003 PRC University of Connecticut,School of Nursing Storrs,CT 06269 USA
国际会议
China Marketing International Conference 2019 (2019中国市场营销国际学术年会)
广州
英文
655-690
2019-07-22（万方平台首次上网日期，不代表论文的发表时间）