DOI: 10.5176/2010-4804_2.2.203
Authors: Che-Chao Chiang, Yi-Min Li
Abstract:
Understanding tourism motivations is now seen as a very useful tool for tourism marketers to increase their patronage and profits. The purpose of this study is to identify systematic differences of particular determinant motivations for business trips across two types of visitors. The study used quantitative methodology. The paper employed the following statistic techniques: the exploratory factor analysis, confirmatory factor analysis, t-test analysis to identify two different segments among business visitors. The study found that business visitors for a single work related trip were more likely to travel with motives, including the motives of seeking educational values, exploration of the novel, career enhancement, and opportunity for travel. It is therefore crucial that tourist managers recognize that repeat visitors were more likely to traveling with recreational associated reasons than these first timers, such as: see new things ， experience different culture and sightseeing. Theoretical and marketing implications were discussed.
Keywords: tourism motivations, exploratory factor analysis, confirmatory factor analysis, business visitors, Taiwan
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