Examining a consumption values theory approach of young tourists toward destination choice intentions
International Journal of Culture, Tourism and Hospitality Research
ISSN: 1750-6182
Article publication date: 2 June 2014
Abstract
Purpose
The purpose of the study is to examine young Australian tourists’ consumption values, perceived beneficial image and tourist’s destination choice intention towards Mauritius as a tourism destination.
Design/methodology/approach
Data were collected through an intercept method of Australian consumers in a downtown shopping complex. A self-administered questionnaire was used; 408 usable questionnaires were collected, and regression analyses were used to test the hypotheses.
Findings
Only emotional/epistemic, social and functional values were found to significantly influence perceived beneficial image of the tourism destination. Only social and conditional values were found to significantly influence destination choice intention.
Practical implications
Communication initiatives should focus on functional and conditional values such as quality of infrastructure and personal safety benefits. Destination planners and marketers should emphasize emotional values in their programs, as these values bond with potential young Australian tourists.
Originality/value
This is the first study where young Australian tourists’ perceived beneficial image, consumption values and intentions to visit Mauritius are investigated. It provides policy makers with strategies to better promote Mauritius as a tourism destination.
Keywords
Citation
Phau, I., Quintal, V. and Shanka, T. (2014), "Examining a consumption values theory approach of young tourists toward destination choice intentions", International Journal of Culture, Tourism and Hospitality Research, Vol. 8 No. 2, pp. 125-139. https://doi.org/10.1108/IJCTHR-12-2012-0090
Publisher
:Emerald Group Publishing Limited
Copyright © 2014, Emerald Group Publishing Limited