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Culture has been widely proposed by marketing theorists as one of the underlying determinants of consumer behavior. Empirical inquiries in the field of tourism remain scarce, particularly in the understanding of its behavioral influences. The study reported in this article aims to fill the gap by investigating the effect of cultural values on travel motivation and behavioral intention. The analysis of survey data from outbound Chinese tourists reveals that both internal and external values exert a significantly positive effect on travel motivation. Behavioral intention is affected only by internal values. The novelty dimension of travel motivation directly affects behavioral intention. The findings are examined in the context of the rising significance and uniqueness of Chinese outbound tourism. Pragmatic and theoretical implications are discussed.
Li et al. (Fri,) studied this question.