Personal values and travel motivations: the moderating effects of visit experience, gender and age

Dila Maghrifani, Joanne Sneddon, Fang Liu

Research output: Contribution to journalArticlepeer-review

Abstract

Purpose: To understand differences in visitors' travel motivations, this study investigates the relations between personal values and travel motivations as well as the moderating effects of visit experience, age and gender on values–motivations relations among Australian visitors visiting Indonesia. Design/methodology/approach: The multigroup confirmatory factor analysis (MGCFA) was performed using Analysis of Moment Structures (AMOS) to assess the constructs' validity across groups (potential vs repeat visitors; younger vs older visitors; male vs female visitors). A group model comparison thus was run in the multigroup analysis to test whether any differences in values–motivations relationships were significant across the groups. Findings: This study shows that travel motivations are associated with values in a systematic way, and values–motivations relations can vary by age, gender and visit experience. Specifically, self-enhancement values are associated with escape-seeking motivation and conservation values are associated with assurance-seeking motivations. Whilst, there is no associations found between openness to change values and novelty-seeking motivations and between self-transcendence values and interaction-seeking motivations. Further, values influence travel motivations for potential but not repeat visitors and for younger but not older visitors. Research limitations/implications: Tailoring marketing strategies to align with visitors' personal values and travel motivations is crucial. Further, acknowledging the moderating influences of visit experience, gender and age in values–motivations relations enables destination marketers to create more effective and targeted approaches for diverse demographic groups in marketing, promotions and destination development. Originality/value: This study for the first time provides a better explanation on how the travel motivations are formed in relation to values, age, gender and visit experience.

Original languageEnglish
JournalJournal of Hospitality and Tourism Insights
DOIs
Publication statusE-pub ahead of print - 31 Jan 2024

Fingerprint

Dive into the research topics of 'Personal values and travel motivations: the moderating effects of visit experience, gender and age'. Together they form a unique fingerprint.

Cite this