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From aviation to space tourism - consumer issue: a study of tourist attitude towards the space travel and innovative space tourism technology in China and Taiwan

机译：从航天到太空旅游 - 消费者问题：对中国和台湾太空旅游和创新空间旅游技术的研究

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There are many issues to enhance from aviation tourism to space tourism: consumer attitude, tourist screening and training, space port facilities, reusable suborbital launch vehicles (RSLV), pilots, laws and regulations, marketing, insurance, operations, etc. The major purpose of this paper is to investigate the consumer issue. With increasing global competition in service sectors, innovative technologies have radically changed the tourism industry. To be successful, innovative products/services must have clear, significant points of difference that are related to the need in market place. Further, changes in consumer perceptions that emanate from an innovation are central to its effective product and service design. Space travel is in fact a future probability that will increasingly attract travelers who seek new vacation experiences, and as a result, sustain academic interest. Thus, in initiating space tourism for the purposes of recreation, leisure and knowledge enhancement, an estimation of potential global demand characteristics needs be undertaken parallel to promotion of research and development. This paper investigates both consumer attitudes towards space travel by analyzing the components of motivated consumer innovativeness (MCI) and the interest that potential consumers have in developing space tourism technology innovations across China and Taiwan. The MCI is complex and comprised of four innovativeness components, social, functional, hedonic and cognitive. As product/service innovation development has been relatively unexplored in the mature industry of tourism, business managers would welcome an understanding of which vacation travelers are most likely to be the earliest buyers of such an exciting new product. With data collected from a sample of 500 (250 in each area), this research uses confirmatory factor analysis and mediated regression to examine the influence of the four components of MCI on consumer's attitudes and acceptance of a space tourism technology, and the mediating role perceived novelty plays in the relationship. The findings indicate that all components of innovativeness are associated with improved consumer attitude and that novelty mediates the relationship for those four components of MCI. There are significant differences in MCI and attitude toward space travel across countries. The MCI and attitude toward space travel are more salient in China than in Taiwan. The implications for theory and practice are discussed.
机译：有很多的问题，以提高航空旅游到太空旅游：消费态度，旅游筛选和培训，太空港口设施，可重复使用的亚轨道运载火箭（RSLV），飞行员，法律法规，市场营销，保险，运营等的主要目的本文是探讨消费者的问题。随着服务行业的全球竞争中，创新技术已经从根本上改变了旅游业。要取得成功，创新的产品/服务必须有不同之处在于都涉及到在市场需求的清晰，显著点。此外，在消费者的观念，从创新发出的变化是中央对其有效的产品和服务设计。太空旅行，其实是未来的概率将越来越多地吸引谁寻求新的度假体验，并且其结果是，维持学术兴趣的游客。因此，在开始太空旅游娱乐，休闲和巩固知识的目的，潜在的全球需求特性需求的估计平行采取的促进研究和发展。本文通过分析消费者的动机创新（MCI）和利益是潜在的消费者在发展在中国和台湾太空旅游技术创新的成分调查对太空旅行既消费观念。该MCI是复杂的，由四个创新成分，社会功能，享乐和认知。由于产品/服务创新发展旅游业的成熟的行业已经相对未开发，业务经理欢迎的理解其中的度假旅行者最有可能成为这样一个激动人心的新产品的最早的买家。从500（250在每个区）的样本收集的数据，本研究采用验证性因素分析，并介导的回归检验MCI对消费者的态度和验收太空旅游技术的四个组成部分的影响，和中介作用感知新奇的关系发挥。研究结果表明，创新的所有部件都与改善消费者态度相关，并且新奇介导对MCI的那些四个组成部分的关系。有在MCI显著差异，对不同国家太空旅行的态度。在MCI和对太空旅行的态度是在中国比在台湾更突出。理论和实践的影响进行了讨论。

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