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Using means-end chain theory to explore travel motivation: An examination of Chinese outbound tourists Jiang, S., Scott, N. & Ding, P. This study examines the travel motivation of Chinese outbound tourists at the attribute, consequence and values levels based on means-end chain (MEC) theory and its associated laddering technique. In-depth interviews with respondents were analysed to identify six key means-end chains. The two major travel motivation chains are: (1) respondents visit destinations that are 'famous' or have a 'good environment' because they value 'the beauty of nature' and 'pleasure'; (2) respondents want to visit 'different' destinations, because they value experiences and knowledge. These results illustrate the use of MEC theory in understanding travel markets and demonstrate the use of motivation chains as the basis for segmenting the Chinese market. The research findings contribute to the travel motivation literature by identifying directed, hierarchically organized motivation structures with interconnected levels of attributes, consequences, and values. Further marketing and product development implications are provided to help attract this emerging market.

Her research interests include travel motivation, tourist experience, destination marketing, and means-end chain theory. She has published papers in various international academic journals and is an editorial board member of the Journal of Destination Marketing and Management.

This study examines Chinese outbound leisure travel motivation using a two-stage means-end chain (MEC) approach. In-depth interviews ( n = 60) using a soft-laddering method followed by a hard-laddering survey ( n = 600) with experienced Chinese outbound leisure travellers allowed culturally specific motivations for travel to be identified, based on 48 items at attribute, consequence and value levels. Six dominant MECs were identified. These findings provide a non-Western structure to the subtleties and salient dimensions of traveller motivation.