Sensation Seeking, Message Sensation Value, and Destinations: A Cross-Cultural Comparison

Allan Cheng Chieh Lu, Christina Geng Qing Chi, Carol Yi Rong Lu

Research output: Contribution to journalArticlepeer-review

10 Citations (Scopus)

Abstract

This study investigated whether advertisements with different (high or low) message sensation value (MSV) had different impacts on consumers with different (high or low) sensation-seeking (SS) trait with regard to their destination image perceptions and behavioral intentions through a cross-cultural comparison. The results indicated that for U.S. samples, matched MSV and SS trait (low–low) had stronger influence on consumers’ destination image perceptions than mismatched MSV and SS trait (low–high); while for Chinese samples, matched MSV and SS trait (high–high) had stronger influence on consumers’ behavioral intentions and destination image perceptions than mismatched MSV and SS trait (high–low). In addition, culture was found to moderate the effect of MSV and SS trait on consumers’ destination image and behavioral intentions. Finally, destination image was found to be a significant predictor of behavioral intentions.

Original languageEnglish
Pages (from-to)357-383
Number of pages27
JournalJournal of Hospitality and Tourism Research
Volume41
Issue number3
DOIs
Publication statusPublished - 2017 Mar 1

Keywords

  • behavioral intention
  • culture
  • destination image
  • message sensation value (MSV)
  • sensation-seeking (SS) trait

ASJC Scopus subject areas

  • Education
  • Tourism, Leisure and Hospitality Management

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