A Study on the Effects of Superstition as Destination Attractiveness : A Behavioral Intention Approach

ISBN-13: 9783659277993 / Angielski / Miękka / 2012 / 132 str.

Yunzhou Zhang

Opis

Superstitious beliefs date back thousands of years and continue to the present, and research suggests that superstitious beliefs have a robust influence on product satisfaction and decision making under risk. The study therefore examines how superstition attitude will impact potential tourists intention to visit a destination so that relevant organizations (e.g. destination management/marketing organizations) could better understand potential tourists behaviors, identify a niche market encompassing those prone to superstition, and tailor the tourism products to the needs and beliefs of potential tourists. The study adopted a survey instrument. A mixed-method data collection procedure was employed to populate the sample. A total of 323 questionnaires were collected from Virginia Tech students, at both undergraduate and graduate level. A multiple regression analysis method was employed for hypothesis testing. The study finds that the more positive potential tourists attitude is about superstition, the more likely they are to visit a destination with superstition as its attractiveness. Implications and future studies were suggested based on the findings of the study.

O autorze

Yunzhou Zhang, B.B.A. in Tourism Management from Fudan University, M.S. in Hospitality and Tourism Management from Virginia Polytechnic Institute and State University. She is a Graduate Teaching Assistant; Lectured in Food & Beverage and Lodging Management (Social Media and the Hospitality Industry; Service and Guest Satisfaction in the Hospitality World; Introduction to Standardized Recipe)