Perceptions of Travel Importance, Benefits, and Constraints in Predicting Travel Behavior: A Cross-Cultural Comparison of Leisure Travel

Abstract

This research conducts a cross-cultural examination of leisure traveler's perceptions of travel importance, benefits, and constraints as predictors of travel behavior. Results from the both the US (n = 559) and Taiwanese (n = 500) samples indicate, as expected, that leisure travelers who perceive travel as more beneficial and important travel more frequently. Additionally, it was found that when people perceive a higher level of travel constraints, they naturally tend to consider leisure travel as less beneficial and important, which serves to reduce leisure travel. Whereas these relationships were both significant across both samples, the Taiwanese sample was shown to have a more favorable view of leisure travel and, therefore, tended to travel more frequently. These findings would appear to have meaningful theoretical and managerial implications for the tourism and lodging industries.