Abstract
This study tested relationship among the consumption propensity, the perception of tourism value, and tourism participational intention, tourism participation. The consumption propensity affected tourism participational intention. Tourism participational intention had a significant impact on quantitative and qualitative participation. These results are thought to provide the following implications. First, travel agency managers will be able to realize relatively high performance if they analyze consumption propensity and implement marketing and inducement strategies. Second, travel managers suggest that it will be effective to use strategies and tactics to stimulate emotional aspects. Third, a low-price strategy rather than quality would be more effective on a people of economical consumption propensity and rational consumption propensity. Fourth, the government and travel operators will need to uniqueize the value of tourism products and use the value of tourism in their possession as a publicity tool.
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