Is Travel and Tourism a Priority for You? A Comparative Study of American and Taiwanese Residents

Chun Chu Chen, Suiwen (Sharon) Zou, James F. Petrick

Research output: Contribution to journalArticle

Abstract

This research identified factors influencing people’s willingness to travel by proposing and testing a model of travel importance in a cross-cultural context. Derived from a sample of 500 Taiwanese and 559 American residents, results showed that people would travel more frequently if they perceived travel and tourism as more important personally. This perception was formed based on perceived travel benefits, value relevance, and social influence. It was also found that travel importance can be better predicted by travel benefits for Taiwanese residents whereas value relevance is a better predictor of travel importance for American residents. The paper concludes with strategies to reduce the travel-participation gap that could increase the demand for tourism products and services.

Original languageEnglish (US)
Pages (from-to)650-665
Number of pages16
JournalJournal of Travel Research
Volume58
Issue number4
DOIs
StatePublished - Apr 1 2019
Externally publishedYes

Keywords

  • nontravel
  • personal values
  • travel behavior
  • travel benefits
  • travel importance

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Transportation
  • Tourism, Leisure and Hospitality Management

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