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Understanding vacation destination choice through travel motivation and activities

Department of Tourism, James Cook University, Townsville QLD 4811, Australia

Alastair M. Morrison

Department of Restaurant, Hotel, Institutional, and Tourism Management, Stone Hall, Purdue University, West Lafayette. Indiana 479D7. USA. He

Philip L. Pearce

Department of Tourism at James Cook University, Townsville, Queensland 4811, Australia

Cheng-Te Lang

Department of Forestry and Natural Resources, FPRD Building, Purdue University, West Lafayette, Indiana 47907, USA

Joseph T. O'Leary

Department of Forestry and Natural Resources, FPRD Building, Purdue University, West Lafayette, Indiana 47907, USA

In describing research into tourists' motivations Krippendorf suggested that many of the quoted motives are nothing but empty boxes, which every individual may fill with quite different contents'.¹ The central proposal of the present paper is that activities are important items in these motive boxes. The authors argue that activities are the critical link between tourist motivation and destination choice and develop a model in which travel motivations are related through activity preferences to vacation destination choice. These proposed relationships were tested through a secondary analysis of survey data collected from 1,503 Australian outbound travellers. These analyses did reveal consistent relationships between travel motivation and activities and between activities and features of preferred destinations.

Key Words: travel motivation • activities • destination choice

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