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Abstract

Decision-making has been studied extensively in tourism literature. Different models and theories have been proposed to explain travel decision-making. Taking another approach, this study applies the Motivation-Opportunity-Ability (MOA) model in cruise tourism to study the influential factors of travel intentions. Both qualitative and quantitative methods were adopted. The study results indicate that the MOA model is an acceptable model for explaining travel intentions.

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Investigating the role of motivation, opportunity and ability (MOA) on travel intentions: An application of the MOA model in cruise tourism

Decision-making has been studied extensively in tourism literature. Different models and theories have been proposed to explain travel decision-making. Taking another approach, this study applies the Motivation-Opportunity-Ability (MOA) model in cruise tourism to study the influential factors of travel intentions. Both qualitative and quantitative methods were adopted. The study results indicate that the MOA model is an acceptable model for explaining travel intentions.