Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/30286
Title: Expectation, motivation, and attitude : a tourist behavioral model
Authors: Hsu, CHC 
Cai, LA
Li, M 
Keywords: Expectation
Motivation
Attitude
Chinese tourists
Behavioral model
Issue Date: 2010
Publisher: Sage Publications Inc
Source: Journal of travel research, 2010, v. 49, no. 3, p. 282-296 How to cite?
Journal: Journal of Travel Research 
Abstract: This study focuses on the previsit stage of tourists by modeling the behavioral process incorporating expectation, motivation, and attitude in the context of Chinese outbound travelers. An expectation, motivation, and attitude (EMA) model is proposed based on a comprehensive literature review. An instrument is developed based on previous tourism and marketing studies as well as focus groups to measure the variables in the EMA model. Data are collected from 1,514 Beijing, Shanghai, and Guangzhou residents. Results of the study confirm the proposed relations that expectation of visiting an outbound destination has a direct effect on motivation to visit the destination; motivation has a direct effect on attitude toward visiting the destination; expectation of visiting the outbound destination has a direct effect on attitude toward visiting the destination; and motivation has a mediating effect on the relationship between expectation and attitude. Practical and theoretical contributions are discussed, with future research suggested.
URI: http://hdl.handle.net/10397/30286
ISSN: 0047-2875
DOI: 10.1177/0047287509349266
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