Study Tourism Consumption under Parental Decision-making:From the Perspective of the Consumer-Purchaser Divide
Study tourism for primary and secondary school students is an out-of-school educational activity combining research studies and travel experiences,which is planned and organized by education departments and schools and includes group travel and concentrated accommodation.In recent years,it has become popular in China.In existing research,a consumer characteristic unique to study tours has been overlooked.To be precise,the study tour consumption features a consumer-purchaser divide and the necessity for parents to make decisions for their minor children.It is therefore essential to explore the influencing factors of study tour purchasing decisions made by parents.Based on 740 survey questionnaires of parents of primary and secondary school students,and the theory of tourism motivation and decision-making,this paper established a basic relationship between motivation and purchasing decisions in study tourism from the perspective of parents and analyzed the intrinsic mechanism and theoretical boundaries using three variables of the perceived value,the perceived risk,and the perceived cost.The results show that(1)parents'study tourism motivation directly contributed to their purchasing decision-making;(2)the perceived value played a partial mediating role between study tourism motivation and purchasing decisions;(3)the perceived risk stimulated a positive relationship between study tourism motivation and perceived value;and(4)the interaction among perceived cost,perceived risk and study tourism motivation had a negative effect on the perceived value.In terms of theoretical contributions,this paper is among the first to explore the influence of study tourism motivation on purchasing decisions from the perspective of parents,expanding the perspective of the subject of tourism motivation based on the push-pull theory,and adding new dimensions to altruism in the theory of tourism motivation and decision-making.Second,this paper reveals the internal mechanism of perceived value in study tourism,including altruism and self-interest,contributing to the internal value construction of study tourism.Third,this paper provides empirical answers to and theoretical explanations for the divergent status quo of the moderating direction of perceived risk in influencing tourism motivation in the study tourism context.Fourth,this paper breaks down the decision-making characteristics of parents with different types of"loss of benefit"in study tourism,effectively linking scattered studies on the interaction between perceived cost and perceived risk,and the interaction between tourism motivation and perceived risk.As for practical implications,first and foremost,schools and research enterprises should regularly investigate the motivation of parents of primary and secondary school students in study tourism through questionnaires or interviews.Moreover,the value of study tourism should be further explored,which requires concerted efforts of multiple parties such as education departments,schools,study tourism-related enterprises,and teachers.Furthermore,particular attention needs to be paid to risks in study tourism.Finally,cost control remains an eternal topic.
study tourismparentspurchasing decision-makingstudy tourism motivationperceived valueperceived riskperceived cost
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