Understanding cross-cultural consumer behaviour and implications for effective segmentation, targeting and positioning of Western Australia as a tourism destination

了解跨文化消费者行为以及对西澳大利亚作为旅游目的地的有效细分、定位和定位的影响

• 批准号: LP0348403
• 负责人: Prof Julie Lee
• 金额: $ 17.57万
• 依托单位: The University of Western Australia
• 依托单位国家: 澳大利亚
• 项目类别: Linkage Projects
• 财政年份: 2003
• 资助国家: 澳大利亚
• 起止时间: 2003-09-22 至 2007-09-21
• 项目状态: 已结题
• 来源: https://dataportal.arc.gov.au/RGS/Web/Grants/LP0348403
• 关键词: Understanding; cross; cultural; consumer; behaviour

This research extends a model of cross-cultural consumer behaviour suggested by the first CI (Lee, 2000) that provides richer specification of the antecedents of people's actions than previously suggested models. The model will be compared with these models, which have been successful in Western, but less successful in Eastern, cultures. The model will be tested in the tourism domain to predict intentions and behaviour of potential visitors. Results will be used to improve the effectiveness of Western Australia's tourism marketing. In addition, a method to reduce social desirability bias will be tested, as will two scales measuring aspects of culture.

这项研究扩展了第一个CI(Lee，2000)提出的跨文化消费者行为模型，该模型比以前提出的模型更丰富地描述了人们行为的前因。这种模式将与这些模式进行比较，这些模式在西方文化中很成功，但在东方文化中就不那么成功了。该模型将在旅游领域进行测试，以预测潜在游客的意图和行为。结果将用于提高西澳大利亚州旅游营销的有效性。此外，还将测试一种减少社会期望偏差的方法，以及衡量文化方面的两个标尺。