Examining a Consumption Values Theory Approach of Young Tourists Toward Destination Choice Intentions

Abstract

Purpose – The purpose of the study is to examine young Australian tourists’ consumption values, perceived beneficial image and tourist’s destination choice intention towards Mauritius as a tourism destination. Design/methodology/approach – Data were collected through an intercept method of Australian consumers in a downtown shopping complex. A self-administered questionnaire was used; 408 usable questionnaires were collected, and regression analyses were used to test the hypotheses. Findings – Only emotional/epistemic, social and functional values were found to significantly influence perceived beneficial image of the tourism destination. Only social and conditional values were found to significantly influence destination choice intention. Practical implications – Communication initiatives should focus on functional and conditional values such as quality of infrastructure and personal safety benefits. Destination planners and marketers should emphasize emotional values in their programs, as these values bond with potential young Australian tourists. Originality/value – This is the first study where young Australian tourists’ perceived beneficial image, consumption values and intentions to visit Mauritius are investigated. It provides policy makers with strategies to better promote Mauritius as a tourism destination.