From Motivation to Behavioral Intentions: An Application of Self-Determination Theory to the Chinese Outbound Tourists

Abstract

The rise of social media has led to a substantial change in the tourism industry. Nowadays, the inputs presented by social media influencers play an integral part in the consumer behavior of tourists around the world. This study uses self-determination theory, along with emotional perceptions and utilitarian perceptions, to account for changes in consumer behavior. Data from 261 Chinese tourists was collected to understand the impact of engagement between social media influencers and overseas tourists on travel decision-making. Furthermore, a structural equation modeling was used to reach conclusions, whereas the snowball sampling technique was used to determine the sample population. Research shows that emotional perceptions and utilitarian perceptions influence interactions with travel influencers, this association also has a significant positive effect on the behavioral intentions of tourists from China. Overall, the findings provide very useful implications for travel companies to leverage the power of travel influencers in recommending new destinations.