Conference Presentations by Shan Jiang
A Means-end Chain (MEC) approach was used to examine the outbound travel motivation at the attrib... more A Means-end Chain (MEC) approach was used to examine the outbound travel motivation at the attributes/ consequences/ values levels, as well as the structure and interrelationships between them, in order to link between the destination attributes with motivational drivers. A two-step process was used with 60 in-depth interviews using a soft-laddering method, and 600 hard laddering surveys conducted. Six key means-end chains emerged from the data analysis serving as the basis for understanding the underlying motivations of Chinese travellers to travel outbound. This study not only enriches the literature of travel motivation, but also provides meaningful insights into the research on the Chinese outbound leisure travel market, which is an emerging market with strong potential for future growth.
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Conference Presentations by Shan Jiang