簡易檢索 / 詳目顯示

回結果列表
研究生： 許詠雯
Kaw, Angelie Josephine
論文名稱： “Can Advertising Message Persuade Tourists to Visit a Sabotaged Destination?”: The Mediating Effect of Regulatory Focus on Perceived Risks in Tourism
“Can Advertising Message Persuade Tourists to Visit a Sabotaged Destination?”: The Mediating Effect of Regulatory Focus on Perceived Risks in Tourism
指導教授： 高如妃
Kao, Faye Jufei
學位類別： 碩士
Master
系所名稱： 管理學院 - 國際經營管理研究所
Institute of International Management
論文出版年： 2014
畢業學年度： 102
語文別： 英文
論文頁數： 143
外文關鍵詞： Perceived risk, Promotion-prevention focus, Regulatory focus, Travel motivation, Tourism, The Philippines
相關次數： 點閱：208  下載：1 
分享至:
查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報

    • It is important to understand how tourists perceive risks and how these risks influence their decision to travel to a sabotaged destination. This study will investigate how tourists process information by understanding their travel motivations as part of their risk reduction strategies to overcome their perceived risks in traveling.
    This study includes two research objectives. The first research objective involves an empirical investigation of the dimensions of perceived risks and motivations in tourism. Dimensions of risk were identified as uncontrollable risk, infrastructure risk, and direct service risk. Tourists’ perceive uncontrollable risk to be more salient than infrastructure and direct service risks when making travel decision. Dimensions of travel motivation were identified as related to adventure, culture, relaxation, and business. Tourists are highly motivated to travel for adventure than for culture, relaxation, and business. The second research objective is an experimental study to investigate the mediating effect of regulatory focus on perceived risk information processing. This involves a 2 (regulatory focus) x 2 (risk probability) x 2 (risk impact) between-subject experimental study. Promotion-framed ad is preferred than prevention-framed ad under low risk condition. However, both promotion-framed and prevention-framed ads can be effectively communicated to tourists under high risk condition. Moreover, only risk events with higher recurrence probability are more consistent with prevention focus construal. Risk impact of risk events does not show to be salient to tourists’ information processing when making travel decisions.
    This study concludes that ad message that emphasizes hedonic features, a promotion-framed message, is sufficient to attract tourists to revisit a sabotaged destination. Ad message that provides means to avoid risky events, a prevention-framed message, plays only a supplemental role in tourism communication persuasion because tourists’ motivation to travel is fundamentally adventure focused, which is a promotion-dominated goal regulation mechanism.

    ABSTRACT I ACKNOWLEDGEMENTS III TABLE OF CONTENTS IV LIST OF TABLES X LIST OF FIGURES XI CHAPTER ONE INTRODUCTION 1 1.1 Research Background. 1 1.1.1 Philippine Tourism. 1 1.1.2 Perceived Travel Risks in the Philippines. 1 1.1.3 Tourists’ Travel Motivations to the Philippines. 2 1.1.4 Tourist Destinations Ranking in the Philippines. 3 1.1.5 Tourist Arrivals in the Philippines. 5 1.2 Research Motivation. 6 1.3 Research Objective. 7 1.4 Research Structure. 8 CHAPTER TWO LITERATURE REVIEW 10 2.1 Perceived Risk Literature Review. 10 2.1.1 Perceived Risk. 10 2.1.2 Tourists’ Travel Motivations. 11 2.2 Regulatory Focus Literature Review. 12 2.3 Hypotheses Development. 17 CHAPTER THREE METHODOLOGY 20 3.1 Research Objective One: Empirical Investigation of the Dimensions of Perceived Risks and Motivations in Tourism. 20 3.1.1 Study One: List of Perceived Travel Risks. 20 3.1.2 Study Two: List of Travel Motivations. 22 3.1.3 Survey Data Collection. 24 3.2 Research Objective Two: Investigating the Mediating Effect of Regulatory Focus on Perceived Risk Information Processing. 25 3.2.1 Study Three: Manipulation Pretest. 26 3.2.2 Study Four: A 2 (Regulatory Focus) X 2 (Risk Probability) X 2 (Risk Impact) Between-Subject Experimental Design. 29 CHAPTER FOUR RESULTS 32 4.1 Dimensionality of Perceived Risks. 32 4.1.1 Participants. 32 4.1.2 Exploratory Factor Analysis. 32 4.1.3 Perceived Risks of International Travelers. 35 4.1.4 Perceived Risks of Independent Travelers. 36 4.1.5 Perceived Risks of Travel Agency Dependent Travelers. 37 4.2 Dimensionality of Traveling Motivations. 37 4.2.1 Exploratory Factor Analysis. 37 4.2.2 Travel Motivations of International Travelers. 39 4.2.3 Travel Motivations of Independent Travelers. 40 4.2.4 Travel Motivations of Travel Agency Dependent Travelers. 41 4.3 Testing Hypotheses 1. 42 4.3.1 Split Travelers Based on Regulatory Focus Personality. 42 4.3.2 Testing Hypothesis 1-1. 42 4.3.3 Testing Hypothesis 1-2. 43 4.3.4 Perceived Risk Factors of High Promotion Group. 45 4.3.5 Perceived Risk Factors of Low Promotion Group. 45 4.3.6 Perceived Risk Factors of High Prevention Group. 46 4.3.7 Perceived Risk Factors of Low Prevention Group. 47 4.3.8 Travel Motivation Factors of High Promotion Group. 47 4.3.9 Travel Motivation Factors of Low Promotion Group. 48 4.3.10 Travel Motivation Factors of High Prevention Group. 49 4.3.11 Travel Motivation Factors of Low Prevention Group. 50 4.4 Testing Hypotheses 2. 51 4.4.1 Participants and Procedure. 51 4.4.2 Risk Probability Occurrence Manipulation Check. 51 4.4.3 Ad Manipulation Check. 53 4.4.4 Brand Attitude as Dependent Variable. 55 4.4.5 Between-Subject ANOVA. 55 4.5 Testing Hypotheses 3. 57 4.5.1 Participants and Procedure. 57 4.5.2 Between-Subject ANOVA. 57 4.6 Testing Hypotheses 4. 59 4.6.1 Risk Impact Manipulation Check. 59 CHAPTER FIVE CONCLUSION 62 5.1 Pretest Results. 62 5.2 Managerial Implications of the Dimensions of Perceived Risks and Travel Motivations in Tourism. 62 5.3 Theoretical Implications of Perceived Risks and Regulatory Focus’ Mediating Effect on Brand Attitude. 66 5.4 Limitations. 68 REFERENCES 70 APPENDICES 73 Appendix 1. Perceived travel risks list gathered and collected 73 Appendix 2. Perceived travel risks grouped into 3 categories by judge 1 74 Appendix 3. Perceived travel risks grouped into 5 categories by judge 2 76 Appendix 4. Perceived travel risks grouped into 24 categories by judge 3 77 Appendix 5. Travel motivations list gathered and collected 79 Appendix 6. Travel motivations list grouped into 4 categories by judge 1 80 Appendix 7. Travel motivations list grouped into 3 categories by judge 2 81 Appendix 8. Travel motivations list grouped into 3 categories by judge 3 82 Appendix 9. Travel motivations list grouped into 15 categories by judge 4 82 Appendix 10. Experimental Study Questionnaire 84 Appendix 10-1 Low-Impact-Low-Probability and Promotion-Framed Ad 84 Appendix 10-2. High-Impact-High-Probability and Promotion-Framed Ad 90 Appendix 10-3. Low-Impact-Low-Probability and Prevention-Framed Ad 96 Appendix 10-4. High-Impact-High-Probability and Prevention-Framed Ad 102 Appendix 10-5. Low-Impact-High-Probability and Promotion-Framed Ad 108 Appendix 10-6. High-Impact-Low-Probability and Promotion-Framed Ad 113 Appendix 10-7. Low-Impact-High-Probability and Prevention-Framed Ad 119 Appendix 10-8. High-Impact-Low-Probability and Prevention-Framed Ad 125 Appendix 11. Pretest on Service-Related Risks vs. Typhoon-Related Risks and Promotion-Framed Ad vs. Prevention-Framed Ad‬‬‬‬‬ 131 Appendix 12. Pretest Risk Probability Occurrence Manipulation: Service-Related Risks Paired Samples T-Tests 134 Appendix 13. Pretest Risk Probability Occurrence Manipulation: Uncontrollable (Typhoon-Related) Risks Paired Samples T-Tests 135 Appendix 14. Pretest Risk Impact Manipulation: Service-Related Risks Paired Samples T-Tests 135 Appendix 15. Pretest Risk Impact Manipulation: Uncontrollable (Typhoon-Related) Risks Paired Samples T-Tests 136 Appendix 16. Initial Perceived Risk Factor Analysis 136 Appendix 17. Within-Subject Comparison: Perceived Risks of International Travelers 137 Appendix 18. Within-Subject Comparison: Perceived Risks of Independent Travelers 137 Appendix 19. Within-Subject Comparison: Perceived Risks of Travel Agency Dependent Travelers 138 Appendix 20. Initial Travel Motivation Factor Analysis 138 Appendix 21. Within-Subject Comparison: Travel Motivations of International Travelers 139 Appendix 22. Within-Subject Comparison: Travel Motivations of Independent Travelers 139 Appendix 23. Within-Subject Comparison: Travel Motivations of Travel Agency Dependent Travelers 140 Appendix 24. Perceived Risk Factors of High Promotion Within-Subject Repeat Measure Comparison. 140 Appendix 25. Perceived Risk Factors of Low Promotion Within-Subject Repeat Measure Comparison. 140 Appendix 26. Perceived Risk Factors of High Prevention Within-Subject Repeat Measure Comparison. 141 Appendix 27. Perceived Risk Factors of Low Prevention Within-Subject Repeat Measure Comparison. 141 Appendix 28. Travel Motivation Factors of High Promotion Within-Subject Repeat Measure Comparison. 141 Appendix 29. Travel Motivation Factors of Low Promotion Within-Subject Repeat Measure Comparison. 142 Appendix 30. Travel Motivation Factors of High Prevention Within-Subject Repeat Measure Comparison. 142 Appendix 31. Travel Motivation Factors of Low Prevention Within-Subject Repeat Measure Comparison. 143

    Aaker, J. L., & Lee, A. Y. (2001). “I” seek pleasures and “we” avoid pains: The role of self-regulatory goals in information processing and persuasion. Journal of Consumer Research, 28(1), 33-49.
    Anderson, J. C. (1987). An approach for confirmatory measurement and structural equation modeling of organizational properties. Management of Science, 33(4), 525-541.
    Assaker, G., Vinzi, V. E., & O’Connor, P. (2011). Examining the effect of novelty seeking, satisfaction, and destination image on tourists’ return pattern: A two factor, non-linear latent growth model. Tourism Management, 32(4), 890-901.
    Avnet, T., & Higgins, E. T. (2006). How regulatory fit affects value in consumer choices and opinions. Journal of Marketing Research, 43(1), 1-10.
    Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644-656.
    Baloglu, S. (2000). A path analytic model of visitation intention involving information sources, socio-psychological motivations, and destination image. Journal of Travel & Tourism Marketing, 8(3), 81-90.
    Chang, C.-C., & Chou, Y.-J. (2008). Goal orientation and comparative valence in persuasion. Journal of Advertising, 37(1), 73-87.
    Chernev, A. (2004). Goal–attribute compatibility in consumer choice. Journal of Consumer Psychology, 14(1), 141-150.
    Chew, E. Y. T., & Jahari, S. A. (2014). Destination image as a mediator between perceived risks and revisit intention: A case of post-disaster Japan. Tourism Management, 40(1), 382-393.
    Churchill, G. A., Jr. (1979). A paradigm for developing better measures of marketing constructs. Journal of Marketing Research, 16(1), 64-73.
    Cronbach, L. J., & Meehl, P. E. (1955). Construct validity in psychological tests. Psychological Bulletin, 52(4), 281-302.
    Crowe, E., & Higgins, E. T. (1997). Regulatory focus and strategic inclinations: Promotion and prevention in decision-making. Organizational Behavior and Human Decision Processes, 69(2), 117-132.
    Dowling, G. R., & Staelin, R. (1994). A model of perceived risk and intended risk-handling activity. Journal of Consumer Research, 21(1), 119-134.
    Fuchs, G., & Reichel, A. (2011). An exploratory inquiry into destination risk perceptions and risk reduction strategies of first time vs repeat visitors to a highly volatile destination. Tourism Management, 32(2), 266-276.
    Gerbing, D. W., & Anderson, J. C. (1988). An updated paradigm for scale development incorporating unidimensionality and its assessment. Journal of Marketing Research, 25(2), 186-192.
    Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate data analysis (5th ed.). Upper Saddle River, New Jersey: Prentice-Hall.
    Herzenstein, M., Posavac, S. S., & Brakus, J. J. (2007). Adoption of new and really new products: The effects of self-regulation systems and risk salience. Journal of Marketing Research, 44(2), 251-260.
    Higgins, E. T. (1997). Beyond pleasure and pain. American Psychologist, 52(12), 1280-1300.
    Higgins, E. T. (2000). Making a good decision: Value from fit. American Psychologist, 55(11), 1217-1230.
    Higgins, E. T. (2002). How self-regulation creates distinct values: The case of promotion and prevention decision making. Journal of Consumer Psychology, 12(3), 177-191.
    Idson, L. C., Liberman, N., & Higgins, E. T. (2000). Distinguishing gains from nonlosses and losses from nongains: A regulatory focus perspective on hedonic intensity. Journal of Experimental Social Psychology, 36(3), 252-274.
    Kaiser, H. F. (1974). An index of factorial simplicity. Psychometrika, 39(1), 31-36.
    Lee, A. Y., Keller, P. A., & Sternthal, B. (2010). Value from regulatory construal fit: The persuasive impact of fit between consumer goals and message concreteness. Journal of Consumer Research, 36(5), 735-747.
    Liberman, N., Idson, L. C., Camacho, C. J., & Higgins, E. T. (1999). Promotion and prevention choices between stability and change. Journal of Personality and Social Psychology, 77(6), 1135-1145.
    Liberman, N., Sagristano, M. D., & Trope, Y. (2002). The effect of temporal distance on level of mental construal. Journal of Experimental Social Psychology, 38(6), 523-534.
    Liberman, N., & Trope, Y. (1998). The role of feasibility and desirability considerations in near and distant future decisions: A test of temporal construal theory. Journal of Personality and Social Psychology, 75(1), 5-18.
    Liberman, N., Trope, Y., & Wakslak, C. (2007). Construal level theory and consumer behavior. Journal of Consumer Psychology, 17(2), 113-117.
    Mitchell, V.-W., & Greatorex, M. (1993). Risk perception and reduction in the purchase of consumer services. Service Industries Journal, 13(4), 179-200.
    Mogilner, C., Aaker, J. L., & Pennington, G. L. (2008). Time will tell: The distant appeal of promotion and imminent appeal of prevention. Journal of Consumer Research, 34(5), 670-681.
    Munar, A. M., & Jacobsen, J. K. S. (2014). Motivations for sharing tourism experiences through social media. Tourism Management, 43(8), 46-54.
    Park, K., & Reisinger, Y. (2010). Differences in the perceived influence of natural disasters and travel risk on international travel. Tourism Geographies, 12(1), 1-24.
    Pennington, G. L., & Roese, N. J. (2003). Regulatory focus and temporal distance. Journal of Experimental Social Psychology, 39(6), 563-576.
    Pham, M. T., & Avnet, T. (2004). Ideals and oughts and the reliance on affect versus substance in persuasion. Journal of Consumer Research, 30(4), 503-518.
    Philippine Department of Tourism. (2011a). Tourist volume in major destinations (data as of March 5, 2013). Retrieved July 5, 2014 from http://e-services.tourism.gov.ph:8080/didcs/Static Documents/Revised Top Destinations 2011.pdf.
    Philippine Department of Tourism. (2011b). Travel and tourism statistics. Retrieved July 5, 2014 from http://e-services.tourism.gov.ph:8080/didcs/Static Documents/TRAVEL and TOURISM STATISTICS_Booklet.pdf.
    Philippine Department of Tourism. (2014). Tourism industry performance. Retrieved July 5, 2014 from http://www.tourism.gov.ph/Pages/IndustryPerformance.aspx.
    Reichel, A., Fuchs, G., & Uriely, N. (2009). Israeli backpackers: The role of destination choice. Annals of Tourism Research, 36(2), 222-246.
    Reisinger, Y., & Mavondo, F. (2005). Travel anxiety and intentions to travel internationally: Implications of travel risk perception. Journal of Travel Research, 43(3), 212-225.
    Reisinger, Y., & Mavondo, F. (2006a). Cultural consequences on traveler risk perception and safety. Tourism Analysis, 11(4), 265-284.
    Reisinger, Y., & Mavondo, F. (2006b). Cultural differences in travel risk perception. Journal of Travel & Tourism Marketing, 20(1), 13-31.
    Robinson, J. P., & Shaver, P. R. (1973). Measures of psychological attitudes. Ann Arbor, MI: Survey Research Center Institute for Social Research, University of Michigan.
    Roy, R., & Ng, S. (2012). Regulatory focus and preference reversal between hedonic and utilitarian consumption. Journal of Consumer Behaviour, 11(1), 81-88.
    Tasci, A. D., & Gartner, W. C. (2007). Destination image and its functional relationships. Journal of Travel Research, 45(4), 413-425.
    Vallacher, R. R., & Wegner, D. M. (1985). A theory of action identification. Hillsdale, NJ: Erlbaum.
    Vallacher, R. R., & Wegner, D. M. (1987). What do people think they're doing? Action identification and human behavior. Psychological Review, 94(1), 3-15.
    Wang, J., & Lee, A. Y. (2006). The role of regulatory focus in preference construction. Journal of Marketing Research, 43(1), 28-38.

    下載圖示
    2020-07-31公開
    QR CODE