A review on the application of means-end chain theory in tourism

Abstract

Scholars investigating customer values and behavior in the field of tourism have used various measurement procedures. This study reviews the application of means-end chain (MEC) theory and its accompanying laddering technique in tourism and hospitality research. MEC theory provides a theoretical framework for scholars to understand consumer behavior. By reviewing 39 publications, this study aimed to comb previous reviews on MEC theory in the tourism industry via a more systematic and integrated review of this literature. We performed bibliometric analysis, which allowed us to establish study clusters, identify key research objects, distinguish interrelations, and excavate collaboration patterns. Content analysis was used to transform crucial results systematically and identify the importance of MEC theory in tourism research, the comprehensive application of multiple models and laddering techniques, and alternative approaches to grouping hierarchical value maps. The conclusion shows that tourism motivation is the most researched theme, and China and Chinese tourists are the most researched region and subjects. This study contributes theoretically and methodologically to the literature related to MEC theory. Theoretically, it bridges the gap of MEC theory used in tourism research and provides theoretical reference for the tourism industry. Methodologically, it also can lead respondents to think about their inner values in response to research questions. Moreover, it can be used alongside other research methods to contribute to more comprehensive and valuable knowledge about tourism.