ABSTRACT

With the self-determination theory (SDT) as grounding, the current study uses qualitative investigation with twenty-five respondents and a two-stage quantitative validation with 782 respondents, to propose seven travel motivations for Indian millennials. These motivations are knowledge-seeking, escape, sense of accomplishment, experience stimulation, social relationships, destination rewards, and social media compulsion. These motivations are mapped to specific regulations in the SDT and organized into autonomous and controlled motivations. Both autonomous and controlled motivations have a significant impact on travel intentions. A judgemental sample of Indian millennials is drawn from the eligible client-list of a prominent tourism agency used as the sampling frame. The study guides destination managers to position their destinations aligned with the motivations that drive Indian millennials to travel.

摘要

本研究以自决理论 (SDT) 为基础，对 25 名受访者进行定性调查，对 782 名受访者进行两阶段定量验证，提出印度千禧一代的七种旅行动机。这些动机是求知、逃避、成就感、体验刺激、社会关系、目的地奖励和社交媒体强迫。这些动机被映射到 SDT 中的具体规定，并组织成自主和受控的动机。自主动机和受控动机都对旅行意向有重大影响。印度千禧一代的判断样本是从用作抽样框架的著名旅游机构的合格客户名单中抽取的。