A grid-group analysis of tourism motivation

Mimi Li; Hanqin Qiu; Honggen Xiao; Yong Chen

doi:10.1002/jtr.1963

A grid-group analysis of tourism motivation

Mimi Li, Hanqin Qiu, Honggen Xiao, Yong Chen

Research output: Journal article publication › Journal article › Academic research › peer-review

27 Citations (Scopus)

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.

Original language	English
Pages (from-to)	35-44
Number of pages	10
Journal	International Journal of Tourism Research
Volume	17
Issue number	1
DOIs	https://doi.org/10.1002/jtr.1963
Publication status	Published - 1 Jan 2015

Keywords

Chinese
Grid-group analysis
Tourism motivation

ASJC Scopus subject areas

Geography, Planning and Development
Transportation
Tourism, Leisure and Hospitality Management
Nature and Landscape Conservation

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

More information

10.1002/jtr.1963

Cite this

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AB - 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.

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A grid-group analysis of tourism motivation

Abstract

Keywords

ASJC Scopus subject areas

UN SDGs

More information

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