EXPLORING THE MOTIVATIONAL ELEMENTS THAT INFLUENCE CONSUMERS’ HONEYMOON DESTINATIONS SELECTIONS IN WUHAN, CHINA

Abstract

Wedding Tourism is a very important part of everyone's life, and now Honeymoon travel is becoming more popular and more common. But not everyone on the choice of their honeymoon destination has a clear concept. In order to more clearly understand the motivations of consumers in Wuhan, China for honeymoon travel abroad, marketing people need to study some concepts and factors that can influence consumers' decision-making. The purpose of this study is Exploring the Motivational Elements that Influence Consumers’ Honeymoon Destinations Selections in Wuhan, China. A conceptual framework is proposed to illustrate the relationship between the factors influencing consumer decision making on Honeymoon Destinations Selections.

Using the questionnaire star, Tencent questionnaire and Google forms, three questionnaires platform made the Chinese/English bilingual version of the online questionnaire survey to collect data. Factor analysis was used to screen out the factors that had a great impact on consumer decision making, and multiple regression analysis was used to explore the relationship between the theoretical model of consumer decision making and consumer decision motivation.

The results showed that most respondents knew the concept of a honeymoon. But most of them have no experience of honeymoon abroad. In addition, the study also found that Attitude/personality (Reference group influence), Motivation or energizers (Socio-economic) and Perception (National Culture influence), the three independent variables, had significant influence on INTI International University (2018) 4 consumers' Motivation to make decisions on honeymoon destinations. This study successfully verifies the theoretical model of consumer decision making and puts forward some Suggestions for further research. In other words, more potential factors that may affect consumer decision making can be tested in qualitative research, and the survey can be carried out by covering a larger geographical area rather than just Wuhan.