Developing an alternative model for travel decision-making
This study proposes an alternative travel decision making model and situates itsarguments in the Motivation-Opportunity-Ability (MOA) theoretical construct. The MOA modelsuggests that motivation, opportunity, and ability are major factors influencing decision making.Applying this model in the context of tourism, the proposed model suggests that travel behaviorsare determined by self-congruity, functional congruity, perceived travel constraints, constraintnegotiation, and self-efficacy.The proposed model and hypotheses were tested in the context of cruise travel. Bothqualitative and quantitative methodologies were utilized in this study. Semi-structured interviewswith both cruisers and non-cruisers were first conducted to derive measurement items for theinterested constructs and to understand how different factors influence travel decision making.An online panel survey was followed to collect quantitative data for testing the proposedtheoretical model and hypotheses.Structural Equation Modeling (SEM) was used to test both the proposed model andhypothesized relationships among the constructs. The analyses were performed with Analysis ofMOment Structures (AMOS 7.0). All hypotheses except one were supported by the data. The proposed model also had an acceptable fit to the data. Based on the findings, both theoretical andpractical implications of the study were recommended.
Year of publication: |
2008-12
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Subject: | decision-making | motivation | opportunity | ability | self-congruity | travel constraints | self-efficacy | destination image |
Saved in:
freely available
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