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Abstract
Over the last decade, the Chinese outbound tourism market has experienced rapid development, and understanding the tourism motivations of this growth market is critical to understanding their decision-making processes and tourism behaviors. By reviewing the literature on tourism motivations and analyzing the limitations in this research area, this theoretical article develops a conceptual model based on means–end chain (MEC) theory to study the tourism motivations of Chinese outbound tourists and discusses the associated laddering technique required by the MEC theory. It is argued that exploring tourism motivation with the MEC theory will make both theoretical and methodological contributions to tourism motivation research, as well as provide more meaningful information for understanding Chinese outbound tourists.
过去的二十年，中国出境旅游市场经历了迅猛的发展。研究此市场人群的旅游动机，对了解其旅游决策过程和旅游行为是至关重要的。本文通过对旅游动机文献的综述，分析了此研究领域存在的不足，同时通过应用“手段目的链”理论，提出了一个概念模型来研究中国出境旅游者动机，并探讨了“手段目的链”相联系的“梯式递进”研究方法。此文论证了在理论层面和研究方法层面，“手段目的链”理论研究旅游动机的重要作用，并指出此方法能够为了解中国出境旅游者提供更多有价值的信息。