A value, affective attitude, and tourist behavioral intention model

Abstract

Considered as having a great impact on consumer behavior, value has received limited empirical attention. Moreover, the effects of values that influence tourist behavior have also received limited empirical attention. The current study aims to investigate the influence of value on affective attitude and behavioral intention toward tourism destinations. The survey, operated on outbound Chinese tourists, indicated that values, both internal and external, had significant impacts on tourist behavioral intention toward destinations. Nonetheless, only internal value exerts a significant influence over the affective attitude of tourists toward visiting destinations. The relationship between external value and tourist attitude was not significant. Practical and theoretical implications are also discussed. 价值观虽对消费者行为具有重大影响，但其得到的实证关注有限。同时，只有少量实证研究探讨价值观对旅游行为的影响。本研究旨在探讨价值观对情感态度及旅游目的地的行为意向的影响。研究结果表明，对中国出境旅客而言，内在和外在价值对目的地的旅游行为意向有显著的影响。然而，仅内在价值对旅客的情感态度产生重大影响。外在价值与旅客态度之间的关系并不显著。本文亦就实践和理论意义进行了探讨。