This article provides a critical analysis of a journal article that examined the effects of personal values on travel motivation and behavioral intention. The analyzed article investigated how intrinsic and extrinsic values influence travel motivation and behavioral intentions among outbound Chinese tourists. The critical analysis summarizes the problem, literature review, research design/procedures, data analysis/results, conclusions, and overall assessment of the analyzed article. It concludes that both intrinsic and extrinsic values significantly influence travel motivation, and intrinsic values directly impact behavioral intention. Novelty-seeking was found to be a main driver of foreign tourism among Chinese travelers.

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RMIT International University Vietnam
Assignment Cover Page
Subject Code: BUS46566
Subject Name:
Tourism Planning & Resource
Management
Location & Campus (SGS or HN) where you
study:
RMIT SGS
Title of Assignment Assessment 2 – Critical Journal
Analysis
Student name: Vu Phan Lam Anh
Student Number: s3818473
Teachers Name: Dr. Lan Nguyen
Assignment due date: 12 December 2021
Date of Submission: 12 December 2021
Number of pages including this one: 7
Word Count: 1556 (in-text citation excluded)
I declare that in submitting all work for this assessment I have read, understood, and agree to
the content and expectations of the Assessment Declaration.

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Article Critique Report
Title of the Article: The Effects of Personal Values on Travel Motivation and Behavioral
Intention
Journal name: Journal of Tourism research
Authors: Mimi Li | Liping A.Cai
Year of publication: 2011
Volume: 51
Issues: 4
Pages: 473-487
DOI: https://doi.org/10.1177/0047287511418366
Name of database: ProQuest One Academic
Table of Contents
Abstract.....................................................................................................................................3
I. The Problem........................................................................................................................3
II. Review of Literature ...........................................................................................................4
III. Design and procedures......................................................................................................5
IV. Data Analysis and Results Presentation ............................................................................5
V. Conclusions and Implications .............................................................................................6
Overall assessment...................................................................................................................6
Reference list..............................................................................................................................7

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Abstract:
Mimi and Liping (2012) investigated the impact of personal values on travel motivation
and behavioural intent. Participants included outbound Chinese tourists.
This research seeks to bridge empirical gaps in the subject of tourism, particularly in
the understanding of its behavioural consequences. By examining the influence of cultural
values on travel desire and behavioural intention, the findings showed that both intrinsic and
extrinsic values have a considerable beneficial influence on travel motivation. Culture has been
identified as a major influencer of consumer behaviour. Furthermore, the additional dimension
of travel motivation and intrinsic values has a direct impact on tourist behavioural intentions.
The Problems:
The issue was plainly stated that nationality has been utilized to control culture rather
than a collection of people's values or norms (Goodenough 1971, and Le et al. 2009). As a
result, it is argued that using nationality as the primary proxy for cultural identification
undervalues other cultural functions and characteristics (Earley and Sign 1985). According to
McCleary, Weaver, and Hsu (2016), assessing consumer behaviour based on nationality is
insufficient and incomplete because many nations have ethnic groupings and socioeconomic
classes in which people reside, as well as distinct behaviour. Values, heroes, and symbols are
the four aspects of culture that impact consumer behaviour. According to Hofstede & Hofstede,
values are the most profound expressions of culture (2005). This is seen as the foundation for
shaping users' attitudes, perceptions, emotions, and behaviours (Hills, 2002). Nonetheless,
empirical interest in values in the travel literature has been restricted, thus this study was done
to evaluate the influence of values on behavioural intention and motivation for travel. Key
terms including Values, Motivation, Behavioural intention are clearly defined with appropriate
citation to help readers understand the nature of key terms and its possible impacts on tourists'
behaviour. As a result, five hypotheses are provided, including:
H1: Internal values have a positive impact on travel motivation.
H2: External values impact travel motivation positively.
H3: Internal values impact behavioural intention positively.
H4: External values impact behavioural intention positively.
H5: Travel motivation influences behavioural intention positively.

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Review of the Literature:
Culture includes factors such as common values, beliefs, and conventions that
collectively identify certain groups of people from one another (Pizam, Pine, and Mok 1997).
Rokeach (1973) conducted and widely implemented a value survey that included 18
instrumental and 18 terminal values. However, the survey was discounted due to information
loss, connection impossibility, the difficulty of the long rating assignment, and the doubtful
applicability of the values to real life (Homer and Kahkle, 1988). Kahle (1983) created and
tested a scale that provides LOV values in a number of nations. However, these scales are only
confined to the breadth of the survey, while in this period of worldwide international tourism
boom, more and more attention is being paid to the effect of culture on tourist behaviour. Older
research in tourism were based mainly on intuitive assumptions that were not supported by
actual data.
Motivation is said to be the root cause of human conduct (Mook 1996). It is an internal
force that arouses, drives, and integrates a person's conduct or includes the outcomes of
situation-person interactions (E. Murray ,1964, p. 7 and Heckhausen, 1989). Push-pull (Dan,
1977), Attribution (Plog, 1997), Escaping (Dunn Ross and Iso-Ahola, 1991), and tourism
career ladder models (Pearce and Lee 2005) are also examples of models. For the empirical
study of tourist dynamics, models and theories have been created. However, the World Tourism
Organization (1999) informed that theoretical or conceptual frameworks are not commonly
agreed upon due to variances in sorts of human requirements, methodological challenges, and
cultural disparities. (French, Craig-Smith, and Collier 1995, S. Kim and Prideaux 2005).
Another disadvantage of earlier research is that it used nationality as a singular proxy to study
cultural variations in travel motivation.
Behavioural intention, defined as an individual's expected or planned future conduct
(Oliver and Swan 1989), expresses the expectations of a certain type of behaviour in each
context and may be operationalized as the propensity to act (Fishbein and Ajzen 1975).
Individuals and groups of people's behaviours is influenced by the values they hold. Examining
values can therefore offer a comprehensive picture of a person's cognitive structure and
behaviour. Zeithaml, Berry, and Parasuraman (1996) conducted research and created 13
measures to assess behavioural intentions. As a result, those components have been divided
into five categories: loyalty, conversions, additional money, external feedback, and internal
feedback. Another study (Pitts and Woodside, 1986) found that values are associated to

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variances in selection criteria and actual behaviour, and that values may be used to better
understand the international tourist market sector (Mullar, 1991).
In general, all cited sources were pertinent to the study. The review was broadly from
the past to recent, provide readers a comprehensive picture of the definition, relationship and
influence of cultural factors on tourist behaviour.
Designand procedures:
The participants were Chinese foreign tourists who had been overseas for fun and were
coming home. This study gathered information from a survey with questionnaires provided on
round-trip flights between March and May 2007, delivered to visitors, and collected by tour
guides. 996 questionnaires were completed and utilized for research purposes.
Motivations for taking foreign travels, values, behavioural intents, and other factors
connected to tourist profiles and behaviours are among the variables utilized in the study. A
total of 31 questions from current travel motivation measures encompassing four aspects were
chosen: escape and relaxation, fiction and knowledge, experiential prestige, and personal
growth (Cropton, 1979).
The Likert scale has a range of 1 to 7 was used to assessed values and the most important
value was also asked to select. Similarly, the Likert scale from 1 to 7 is used as a scale for
behavioural intents to be assessed using four indications of loyalty based on Zeithaml, Berry,
and Parasuraman's measurements (1996). Encompasses the readiness to suggest, the
willingness to encourage, the willingness to speak pleasant things, and the willingness to return.
Data analysis and Result presentation:
The conclusions were that the five primary motivator categories for travel were
experience of prestige and luxury, self-development, novelty and information, intriguing
experiences, escape, and relationship building. Foreign tourists in China as a result,
fundamental values incorporate both internal and external elements. Consumer behaviour is
influenced by culture and values. Data is examined using a quantitative manner based on survey
data. The following analytical stages were taken frequency analysis, descriptive analysis, and
preliminary analysis, after which exploratory factor analysis (EFA) and varimax rotation were
used to identify dynamic structure and value basic. The Cronbach's alpha test is then used to
confirm the reliability of the EFA variables. Internal value was found to have a direct influence
on response ‘incentives for novelty and knowledge, as well as self-development, according to

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the findings. While external worth has a direct influence on response's need for prestigious and
expensive experiences, self-development, adventurous encounters, and escape. Furthermore,
internal value dimensions were revealed to be a significant predictor of behavioural intention.
Conclusion and Implications:
This study seeks to examine a link between values and tourist behaviour by
experimentally examining the links between values, motives, and behavioural intentions.
Researchers and marketers claim that values are essential, but their impact on visitor behaviour
is unclear. Cultural values have just a little influence on travel motivation. Following that, this
study adds an essential document in completely studying the links between motivation and
other dimensions. Last but not least, this study is the first attempt to investigate consumer
behaviour in a global tourism sector developing market - China.
Novelty-seeking is the main driver for foreign tourism, with China's outbound tourism,
tourism also tends to keep a positive attitude when a destination is novel. Measuring
behavioural intention in the complex context of China and tourists' behaviour is the limitation
of this study, and it opens another field for next research.
China has one-fifth of the world's population and is regarded to be the market with the
highest purchasing potential in the travel and tourism business. As a result, the author
recommends that destination managers have up-to-date information on the groups that
comprise each segment. They should also be aware of the values and demographic information
in order to improve the efficacy of the destination marketing strategy.
Overall Assessment:
In overall, this study provided a greater understanding of the tourist behaviour of
international visitors to China, as well as the effect of culture on conduct. Although this effect
is not always visible, it is indisputable that cultural variations contribute to diverse habits,
tastes, and actions. Both intrinsic and extrinsic value have a major beneficial influence on
customer incentive to travel. Internal values are the sole factors that influence behavioural
intent. And, in the context of globalization, novelty is seen to be the primary tourism engine
that directly influences visitor behaviour.
According to Anyu Liu et al (2020), the impact of cultural distance on tourism demand
has weakened since 2015. In another way, travellers’ conduct is influenced by culture since
they tend to comprehend diverse civilizations. Each location has its own culture, thus

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showcasing the uniqueness of each destination's culture is critical. Tours filled with the cultural
flavour of the area will be a significant draw for travellers, particularly for clients from America
who are keen for cultural variety.
References:
1. Liu, A., Fan, D. X. F. and Qiu, R. T. R. (2021) ‘Does Culture Affect
Tourism Demand? A Global Perspective’, Journal of Hospitality & Tourism
Research, 45(1), pp. 192–214. doi: 10.1177/1096348020934849.