Purpose – This study seeks to focus on the following: discovering consumer preferences regarding package tours to China; revealing differences among consumers' cognition related to these package tours, travel advertisements on web sites and search engine results; identifying the similarities...

Mathematical models were used to explore research methodology in the field of marketing; however, the methodology was focused more on quantitative than on qualitative methods. Utilizes the mathematical model on deductive technique and flow chart to explain how the means‐end chains (MECs)...