Travel Decisions of Promotion Focused vs. Prevention Focused Individuals under Different Level of Risk Perceptions toward Bali, Indonesia

• Main Authors: Ivonne Suwarma, 陳慧英
• Other Authors: Ming-Yih Yeh
• Format: Others
• Language: en_US
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/mrnm28

碩士 === 國立臺灣科技大學 === 管理學院MBA === 99 === Personality is one internal input that plays important role in decision making process. In the context of personality, people can be classified between those who concern on positive outcomes, achievement and to create or those who concern on negative outcomes, security and to protect. The former group is known as promotion focused individuals, whereas the latter group is known as prevention focused individuals. Thus, this differentiation is called as chronic regulatory focused. Studies have found that chronic regulatory focused characteristic’s difference has influenced individual’s evaluation, judgment, decision making, and goal pursuit. Perception of risk has been found as one critical factor that influence tourist’ travel decisions in tourism decision making processes. Tourists’ decisions to have international destination vacations can raise perceptions inside their minds that involve many dimensions of risk. In term of risk, future specific outcome can be perceived as either a negative or positive risk, which depends on the regulatory focus orientation of the perceiver. The study is aim to gain deeper understanding on the role of chronic regulatory focused among Taiwanese’s individual perceptions that create different future travel decisions to Bali, Indonesia. Different dimension perceptions identified in each type of chronic regulatory focused. Promotion focused individuals had greater likelihood to travel compare to prevention focused individuals under high level overall perceived risks. Prevention focused individuals less prefers to choose “independent travel” style both under high and low level of overall perceived risks.