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Measuring Tourism motivation: Do Scales matter?


  • Huang, Songshan (Sam)


Measuring tourist motivation has always been a challenging task for tourism researchers. This paper aimed to increase the understanding of tourist motivation measurement by comparing two frequently adopted motivation measurement approaches: self-perception (SP) and importance-rating (IR) approaches. Results indicated that both SP and IR scales were highly reliable in terms of internal consistency. However, respondents tended to rate more positively in the SP scale than in the IR scale. Factor analyses extracted similar underlying structures from the two measurements, with each factor explaining almost the same amount of variances across the two scales. The study suggested that both scales could be regarded as appropriate instruments for measuring tourist motivation, because they seemed to measure the same underlying construct with high reliability.

Suggested Citation

  • Huang, Songshan (Sam), 2009. "Measuring Tourism motivation: Do Scales matter?," MPRA Paper 25198, University Library of Munich, Germany, revised 20 Apr 2009.
  • Handle: RePEc:pra:mprapa:25198

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    More about this item


    tourist motivation; scale; measurement;

    JEL classification:

    • O1 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development
    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism


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