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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：从航空到太空旅游-消费者问题：中国和台湾游客对太空旅行的态度和创新的太空旅游技术

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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：从航空旅游到太空旅游，有许多需要增强的问题：消费者态度，游客筛选和培训，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。主要目的本文旨在调查消费者问题。随着全球服务业竞争的加剧，创新技术已从根本上改变了旅游业。要获得成功，创新产品/服务必须具有与市场需求相关的清晰，重要的差异点。此外，创新产生的消费者观念变化对于其有效的产品和服务设计至关重要。实际上，太空旅行是一种未来的可能性，它将越来越多地吸引寻求新的度假经历的旅行者，并因此保持学术兴趣。因此，在出于娱乐，休闲和知识增强的目的发起太空旅游时，需要与促进研究和开发并行进行对潜在全球需求特征的估计。本文通过分析动机性消费者创新（MCI）的要素以及潜在消费者对在中国大陆和台湾发展太空旅游技术创新的兴趣，研究了消费者对太空旅行的态度。 MCI是复杂的，由四个创新组成部分组成，即社会，功能，享乐和认知。由于在成熟的旅游业中尚未相对探索产品/服务创新的发展，因此业务经理将欢迎了解哪些假期旅行者最有可能是这种令人兴奋的新产品的最早购买者。利用从500个样本（每个区域250个）中收集的数据，本研究使用验证性因素分析和中介回归来检验MCI的四个组成部分对消费者的态度和对太空旅游技术的接受程度以及感知到的中介作用关系中存在新奇。研究结果表明，创新的所有要素都与改善的消费者态度有关，并且新颖性介导了MCI的这四个要素之间的关系。 MCI和各国之间对太空旅行的态度存在显着差异。与台湾相比，中国的MCI和对太空旅行的态度更为突出。讨论了对理论和实践的意义。

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