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Toward an integrated model of tourist expectation formation and gender difference

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  • Wang, Chunyang
  • Qu, Hailin
  • Hsu, Maxwell K.

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.

Suggested Citation

  • Wang, Chunyang & Qu, Hailin & Hsu, Maxwell K., 2016. "Toward an integrated model of tourist expectation formation and gender difference," Tourism Management, Elsevier, vol. 54(C), pages 58-71.
    • Handle: RePEc:eee:touman:v:54:y:2016:i:c:p:58-71
    DOI: 10.1016/j.tourman.2015.10.009
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    References listed on IDEAS

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    Cited by:

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    3. Nellyn LUTUR & Singgih SANTOSO, 2020. "Relationships between Social Media Promotion, Attention, Interest, Search, Action, and Share of Tourists in Kei Island," Expert Journal of Marketing, Sprint Investify, vol. 8(1), pages 1-8.
    4. Xue Fa Tong & David Yoon Kin Tong & Wai Sern Tam, 2016. "Food Tourism: The Melaka Gastronomic Experience," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 236-246, September.
    5. Huang, Zhao & Mou, Jian, 2021. "Gender differences in user perception of usability and performance of online travel agency websites," Technology in Society, Elsevier, vol. 66(C).
    6. Miguel Orden-Mejía & Mauricio Carvache-Franco & Assumpció Huertas & Wilmer Carvache-Franco & Nathalie Landeta-Bejarano & Orly Carvache-Franco, 2022. "Post-COVID-19 Tourists’ Preferences, Attitudes and Travel Expectations: A Study in Guayaquil, Ecuador," IJERPH, MDPI, vol. 19(8), pages 1-17, April.
    7. Heesup Han & Antonio Ariza-Montes & Pilar Tirado-Valencia & Soyeun Lee, 2020. "Volunteering Attitude, Mental Well-Being, and Loyalty for the Non-Profit Religious Organization of Volunteer Tourism," Sustainability, MDPI, vol. 12(11), pages 1-16, June.
    8. Mariana Marques Lima & Emerson Wagner Mainardes & Ricardo Gouveia Rodrigues, 2020. "Tourist expectations and perception of service providers: a Brazilian perspective," Service Business, Springer;Pan-Pacific Business Association, vol. 14(1), pages 131-166, March.
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