Purification of a travel motivation instrument

The purpose of this study was to develop a reliable and validated travel motivation instrument that can be used to measure mainland Chinese' motivation of visiting Hong Kong. The initial instrument was developed based on a review of literature and three focus group discussions held in China. Two pilot studies were conducted to repeat the reduction and refinement of the 38-item measurement. The data collection for the main study, with 20 motivation measurement items, was conducted in Beijing, Shanghai, and Guangzhou (n = 1,514). The dataset was randomly split into two halves, with the first half used in an exploratory factor analysis (EFA) and the second half in a confirmatory factor analysis (CFA). Three constructs, Cultural Experience, Relaxation, and Novelty, were derived from EFA and validated by CFA.