Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/24908
Title: A grid-group analysis of tourism motivation
Authors: Li, M 
Zhang, H 
Xiao, H 
Chen, Y
Keywords: Chinese
Grid-group analysis
Tourism motivation
Issue Date: 2015
Publisher: John Wiley & Sons
Source: International journal of tourism research, 2015, v. 17, no. 1, p. 35-44 How to cite?
Journal: International journal of tourism research 
Abstract: Marketing theorists have widely proposed that culture is one of the underlying determinants of consumer behavior and that increasing globalization is creating a multicultural marketplace. Empirical inquiries in the field of tourism remain scarce, particularly regarding the understanding of behavioral influences. This study aims to fill this gap by investigating the influence of sub-cultures on tourism motivation. Drawing on grid-group cultural theory, an analysis of survey data from 727 Chinese tourists reveals that respondents classified as different cultural types had different travel motivations. Contributions and limitations of the study are discussed, and future research directions are suggested.
URI: http://hdl.handle.net/10397/24908
ISSN: 1099-2340
EISSN: 1522-1970
DOI: 10.1002/jtr.1963
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