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Travellers’ destination choice among university students in China amid COVID-19: extending the theory of planned behaviour

Lei Wang (Faculty of Hospitality and Tourism, School of Management, Xuzhou University of Technology, Xuzhou, China)
Philip Pong Weng Wong (School of Hospitality, Sunway University, Subang Jaya, Malaysia)
Qi Zhang (School of Management, Xuzhou University of Technology, Xuzhou, China)

Tourism Review

ISSN: 1660-5373

Article publication date: 4 February 2021

Issue publication date: 27 July 2021

2907

Abstract

Purpose

Prior tourism literature neglected the negative motivational or attitudinal elements influencing individuals’ travel destination decisions. This study aims to examine the relationships between animosity, ethnocentrism, attitude, subjective norm (SN), perceived behavioural control (PBC), destination overall image (DOI) and destination visit intention (DVI).

Design/methodology/approach

A quantitative approach was used using a survey methodology involving 402 student responses. The proposed hypotheses were empirically tested with SPSS and AMOS.

Findings

The results demonstrated that animosity and ethnocentrism negatively influenced DOI and DVI. A positive relationship was reported between attitude, DOI and DVI. Additionally, SN and PBC positively influenced DVI. Ethnocentrism, PBC and DOI were also identified with statistically significant differences through gender. Meanwhile, statistically significant differences in attitude, PBC, DOI and DVI were evident between postgraduate students and the counterparts.

Originality/value

This study extends the existing knowledge on how animosity and ethnocentrism influenced DOI and DVI in tourism literature and benefitted Western tourism and key stakeholders in tourism.

目的

以往的旅游文献忽视了影响个人旅游目的地决策的负面动机或态度因素。本研究考察了敌意、民族中心主义、态度、主观规范(SN)、感知行为控制(PBC)、目的地总体形象(DOI)和目的地访问意向(DVI)之间的关系。

设计/方法/方式

本文采用定量方法之中的调查问卷方法, 涉及402名学生的答复。用SPSS和MOS对提议的假设进行了经验测试。

发现

结果表明, 敌意和民族中心主义对多利和DVI产生了负面影响。态度、DOI和DVI之间有积极的关系。此外, SN 和 PBC 对 DVI 产生了积极影响。民族中心主义、PBC 和 DOI 也被确定为通过性别在统计学上显著差异。同时, 研究生与配对物的态度、PBC、DOI、DVI在态度上存在明显差异。

原创性/价值

本研究扩展了关于敌意和民族中心主义如何影响旅游文献中和DVI的现有知识, 并有利于西方旅游业和旅游业主的发展。

Elección de Destino de los Viajeros entre Estudiantes Universitarios en China en medio de COVID-19: Ampliar la Teoría del Comportamiento Planificado

Propósito

La literatura turística anterior descuidó los elementos motivacionales o actitudinales negativos que influyen en las decisiones de destino de viaje de las personas. Este estudio examinó las relaciones entre la animosidad, el etnocentrismo, la actitud, la norma subjetiva (SN), el control de comportamiento percibido (PBC), la imagen general de destino (DOI) y la intención de visita de destino (DVI).

Diseño/metodología/enfoque

Se empleó un enfoque cuantitativo utilizando una metodología de encuesta que implicaba 402 respuestas de los estudiantes. Las hipótesis propuestas se probaron empíricamente con SPSS y AMOS.

Resultados

Los resultados demostraron que la animosidad y el etnocentrismo influyeron negativamente en doi y DVI. Se informó de una relación positiva entre la actitud, doi y DVI. Además, SN y PBC influyeron positivamente en el DVI. El etnocentrismo, el PBC y el DOI también se identificaron con diferencias estadísticamente significativas a través del género. Mientras tanto, las diferencias estadísticamente significativas de actitud, PBC, DOI y DVI eran evidentes entre los estudiantes de posgrado y las contrapartes.

Originalidad/valor

Este estudio amplía los conocimientos existentes sobre cómo la animosidad y el etnocentrismo influyeron en el DOI y la DVI en la literatura turística y beneficiaron al turismo occidental y a las principales partes interesadas en el turismo.

Keywords

Acknowledgements

This research was conducted and supported by Professor Dr Murali Sambasivan who comes from Department of Management Studies, Thiagarajar School of Management, Madurai, India. The authors would like to extend their sincere appreciation to his generous comments and support.Author’s contribution.Lei Wang contributed to the design of the work, data collection, data analysis and interpretation, drafting the article and final approval of the version to be published. Philip Pong Weng Wong contributed to the data interpretation, drafting the article, critical revision of the article and final approval of the version to be published.Qi Zhang contributed to the data collection and data analysis and interpretation.

Citation

Wang, L., Wong, P.P.W. and Zhang, Q. (2021), "Travellers’ destination choice among university students in China amid COVID-19: extending the theory of planned behaviour", Tourism Review, Vol. 76 No. 4, pp. 749-763. https://doi.org/10.1108/TR-06-2020-0269

Publisher

:

Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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