Toward an integrated model of tourist expectation formation and gender difference |
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| Institution: | 1. School of Economics and Management, Wuyi University, Jiangmen, Guangdong 529020, China;2. School of Hotel & Restaurant Administration, Oklahoma State University, Stillwater, OK 74078, USA;3. Business School, Sun Yat-sen University, China;4. School of Management, Xiamen University, China;5. Department of Marketing, University of Wisconsin–Whitewater, Whitewater, WI 53190, USA;1. Institute for Tourism & Recreation Research, 32 Campus Dr. #1234, College of Forestry and Conservation, University of Montana, Missoula, MT 59812, USA;2. Warnell School of Forestry and Natural Resources, 180 East Green Street, University of Georgia, Athens, GA 30602-2152, USA;1. Department of Parks, Recreation, and Tourism Management, College of Health, Education, and Human Development, Clemson University, 128 McGinty Court, 263 Lehotsky Hall, Clemson, SC 29634-0735, USA;2. Department of Hospitality and Tourism Management, Appalachian State University, 4078 Peacock Hall, Boone, NC 28608-1205, USA;3. Department of Recreation, Park, and Tourism Studies, School of Public Health Bloomington, Indiana University, HPER Building 133, 1025 E. 7th Street, Bloomington, IN 47405-7109, USA;1. Department of Recreation, Sport and Tourism, College of Applied Health Sciences, University of Illinois at Urbana-Champaign, 104 Huff Hall, 1206 South Fourth St., Champaign, IL 61820, USA;2. Department of Tourism, Recreation and Sport Management, College of Health and Human Performance, University of Florida, 302 FLG, PO Box 118208, Gainesville, FL 32611-8208, USA;1. School of Tourism, University of Queensland, Australia;2. School of Tourism, University of Queensland, Building 39A, St Lucia, Q4072, Australia;3. New Museum Project, Western Australian Museum, Australia;1. School of Housing, Building and Planning, Universiti Sains Malaysia, 11800 Penang, Malaysia;2. Faculty of Business, Multimedia University, 75450 Melaka, Malaysia |
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| Abstract: | This study aims to build and test a theoretical model of tourist expectation formation and seeks to explore the gender differences regarding how tourists form their expectations toward a travel destination. Survey data were obtained from 774 outbound Chinese tourists to Macao, and structural equation modelling was used to test the model and proposed hypotheses. The results reveal that travel motivation, advertising, and word-of-mouth (WOM) recommendations influence travelers' cognitive image and cognitive image interacts with affective image to form individuals' expectations toward travel destinations. Notably, the impacts of travel motivation and advertising on cognitive image, and of cognitive image on tourist expectations were significantly stronger for males than females, while the effects of WOM on cognitive image and of affective image on tourist expectations were stronger for females than males. Both theoretical and practical implications of these important findings are discussed. |
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| Keywords: | Tourist expectations Destination image Travel motivation Advertising Word-of-mouth Gender |
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