Emotions in Market Segmentation: A Study of Malaysian Overseas Chinese Students and Promotion of Tourism in Taiwan

[[abstract]]Developing tourism is an important economic activity to improve local economies. Although Taiwan governments have planed a serious of policies to enhance the current tourism industries, the results and effects are not obvious. Existing studies have shown emotional responses of consumers affect their purchase decisions. Moreover, some studies have also shown that emotions affect the degrees of satisfaction and willingness of re-purchase. Thus emotion would be one segment factor of tourism markets. The relationships and emotional experiences between tourists and tourism destinations influence satisfaction and loyalty. However, the studies discuss emotion and tourism industries are seldom available. In Taiwan, there are a number of overseas students. Theirs emotions to Taiwan may drive them to visit Taiwan again. Furthermore, they may also promote Taiwan to their friends. Therefore, this thesis focuses on Malaysian overseas students who had studied in Taiwan to discuss the relationships among their emotions, motivation, satisfaction, and loyalty. The research model investigates the relevant relationships among the constructs by using structural equation modeling approach. Moreover, this thesis also discusses their favorite travel pattern. The research results show that Malaysian overseas students who have more positive emotions to Taiwan have more willingness to visit Taiwan. The results also successfully demonstrate that emotion is an important segment factor