Abstract (150 Words)
This research attempted to examine the effects of perceived tourism benefits on travel behavior based on the model of attitude importance. The results showed that the three factors of perceived tourism benefits – experiential, health, and relaxation benefits, had positive albeit weak effects on travel behavior through attitude importance, while the direct effects of the three benefit factors on travel behavior were not supported, which indicates that the tourism industry can encourage people to travel more by convincing them taking vacations is beneficial.
WHY PEOPLE TRAVEL? EXAMINING PERCEIVED BENEFITS OF TOURISM
This research attempted to examine the effects of perceived tourism benefits on travel behavior based on the model of attitude importance. The results showed that the three factors of perceived tourism benefits – experiential, health, and relaxation benefits, had positive albeit weak effects on travel behavior through attitude importance, while the direct effects of the three benefit factors on travel behavior were not supported, which indicates that the tourism industry can encourage people to travel more by convincing them taking vacations is beneficial.
