Volume 29 Number 2, 2024

The Influence of Individualistic-Oriented and Collective-Oriented Values on Travel Motivations

Tung-Zong (Donald) Chang ^{a, *}, Weng Hang Kong ^b
*a Metropolitan State University of Denver, changd@msudenver.edu
b Macao University of Tourism, frances@utm.edu.mo 

ABSTRACT

The main purpose of the study is to explore how travel motivations are related to individualistic-oriented materialistic values and collective-oriented family and community values, which are believed to have conflicting influences on well-being. To test the general hypotheses, a survey was conducted using adapted scales with 287 college students in Macao, China. The results support general relationships between travel motivations and both individual-oriented and collective-oriented values. Further analyses also show that the strength of relationships vary across different values and different travel motivations. The exploratory findings provide future research directions on how various values affect different motivations as well as managerial implications.

JEL Classification: M3, Z3

Keywords: travel motivations, materialistic values, individualism, collectivism

Cite this article: 

Chang, T.-Z., Kong, W.H., 2024, The Influence of Individualistic-Oriented and Collective-Oriented Values on Travel Motivations, International Journal of Business, 29(2), 004. https://doi.org/10.55802/IJB.029(2).004