Business Commons^™

Desire For Experiential Travel, Avoidance Of Rituality And Social Esteem: An Empirical Study Of Consumer Response To Tourism Innovation, Winnie Wing Yin Chan, Chester K.M. To, Alice Wai Ching Chu

Faculty of Design & Environment (THEi)

This study investigates tourist consumption responses toward tourism innovation. To measure tourist responses, this study posits three key consumption drivers, namely social esteem, desire for experiential travel, and avoidance against rituality of tourism settings (a subscale of need for uniqueness) and models consumers’ affective response within the context of tourism innovation. It involves 295 respondents in an empirical survey. The findings affirm the three drivers toward tourist consumption behavior. Avoidance of rituality reflects tourist preference toward tourism product and service innovation. Desire for experiential travel and the pursuit of social esteem signify tourism management and marketing innovation. Social esteem, need …