CONSUMER PURCHASE INTENTION ON OUTBOUND TOURS IN BEIJING, CHINA

Abstract

This study investigated the relationship between consumer purchase intention on outbound tours in Beijing, China, and the influencing factors like price, service reliability as well as country image. This study contributes to both the marketing activities of the outbound tourism industry, and future academic research in China.

In this study, the author reviewed the literature related to consumer purchase intention, and found that the price, service reliability, and country image are effective influencing factors on consumer purchase intention. In the literature review, the researcher examined previous studies on consumer purchase intention, price of outbound tours, service reliability, and country image. This study adopted the Theory of Planned Behavior (TPB) as its theoretical foundation. At the same time, this research collected primary data by distributing questionnaires. The analysis of the relationship was based on the TPB model, and the results of collected questionnaires.

According to the results of the statistical analysis, all the three influencing factors involved in this study had significant relationships with consumer purchase intention on outbound tours in Beijing, China. Based on the findings, this study provided recommendations to the industry and future studies.