A Study of Relationships among Cultural Value, Lifestyle, and Travel Behavior of Female Travelers in Cross-Strait

• Main Authors: Wu Hsuan-Yi, 吳宣頤
• Other Authors: Chen Kaung-Hwa
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/54754844459728284436

碩士 === 國立高雄應用科技大學 === 觀光與餐旅管理系 === 99 === This study aimed to explore the differences and causal relationship among cultural value, lifestyle, and travel behavior of cross-strait female travelers. It is an international trend that a strong growth of female tourists in many countries’ annual outbound gender statistic. In recent years, outbound female tourists have been over 60% and 20% growth from 2009 in China. China female tourists who travel to Taiwan have already reached 870,000 in 2010. It shows a positive and more than 50% growth. Female in Taiwan outbound tourism rose from 41.04% in 2001 to 44.53% in 2010. On the other hand, male tourists show a negative growth in cross-strait. Consequently, female tourists have emerged as a new and important segment in tourism market. Previous studies showed that both cultural value and lifestyle significantly affect travel behavior. This study adopts the cultural value proposed by Hofstede, trying to compare the differences among cultural value, lifestyle, and travel behavior of female travelers in cross-strait. A structured questionnaire was asked to female outbound tourists in Taiwan and China female tourists who traveled to Taiwan. By convenience sampling during 14th April to 16th June in 2011, 514 and 376 were distributed to Taiwan and China female tourists and totals of 492 and 316 validated were collected. The data was analyzed by descriptive statistics, exploratory factor analysis, confirmatory factor analysis, t-test, and structural equation modeling. The results are as follows: 1.In cultural value dimensions, China female in ”power distance”, “collectivism”, and “uncertainty avoidance” of cultural value variables are significantly higher than Taiwan female. Nevertheless, Taiwan female in “femininity” is significantly higher than China female. 2.In lifestyle dimensions, Taiwan female in “self-development” and “relaxation” are significantly higher than China female. However, China female in “family relation” is significantly higher than Taiwan female. 3.In travel behavior dimensions, China female in “travel product choice”, “travel product price”, and “travel service quality choice” are significantly higher than Taiwan female. 4.Cultural value was significantly positive influence on lifestyle; lifestyle was significantly positive influence on travel behavior; cultural value has no influence on travel behavior. The result shows that lifestyle becomes an intermediate variable in this study.