Using means-end chains and hierarchical value maps in leisure winery tourism values for Taiwanese and Chinese tourists

Using means-end chains and hierarchical value maps in leisure winery tourism values for Taiwanese and Chinese tourists

0.00 Avg rating0 Votes
Article ID: iaor201525932
Volume: 21
Issue: 3
Start Page Number: 265
End Page Number: 288
Publication Date: May 2015
Journal: International Journal of Services and Operations Management
Authors: , ,
Keywords: China, hierarchical structure, Taiwan, consumer behaviour, survey data
Abstract:

Perceived values have an effect on a consumer's behaviour. As there is a paucity of literature examining wine tourists' perceived values, this study utilises a means‐end chain technique, a qualitative method that has been increasingly adopted by tourism researchers, to delve into winery consumers' reflections on their own personal values through the consequences and attributes they perceive in their winery experience. Forty tourists, including 20 Taiwanese and 20 Chinese, were interviewed one‐on‐one at five Taiwanese wineries. The results show that six attributes are recognised: opportunities for purchasing local agricultural products, experiencing DIY leisure, being close to nature, beautiful pastoral landscape, pure leisure vacationing, and savouring local cuisine. Moreover, both individual values (better relationships with others, personal enjoyment, and quality of life) and social values (social belonging and fond memories) also emerged. Further analysis revealed a difference between Taiwanese and Chinese tourists' perceived values.

Reviews

Required fields are marked *. Your email address will not be published.