This study focuses on the previsit stage of tourists by modeling the behavioral process incorporating expectation, motivation, and attitude in the context of Chinese outbound travelers. An expectation, motivation, and attitude (EMA) model is proposed based on a comprehensive literature review. An instrument is developed based on previous tourism and marketing studies as well as focus groups to measure the variables in the EMA model. Data are collected from 1,514 Beijing, Shanghai, and Guangzhou residents. Results of the study confirm the proposed relations that expectation of visiting an outbound destination has a direct effect on motivation to visit the destination; motivation has a direct effect on attitude toward visiting the destination; expectation of visiting the outbound destination has a direct effect on attitude toward visiting the destination; and motivation has a mediating effect on the relationship between expectation and attitude. Practical and theoretical contributions are discussed, with future research suggested.

Culture has been widely proposed by marketing theorists as one of the underlying determinants of consumer behavior. Empirical inquiries in the field of tourism remain scarce, particularly in the understanding of its behavioral influences. The study reported in this article aims to fill the gap by investigating the effect of cultural values on travel motivation and behavioral intention. The analysis of survey data from outbound Chinese tourists reveals that both internal and external values exert a significantly positive effect on travel motivation. Behavioral intention is affected only by internal values. The novelty dimension of travel motivation directly affects behavioral intention. The findings are examined in the context of the rising significance and uniqueness of Chinese outbound tourism. Pragmatic and theoretical implications are discussed.

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