Behavioral models of multi-destination travelers

Siu-Ian So, Purdue University


Past tourism research has demonstrated the existence of multi-destination travelers. Despite its frequency of occurrence, relatively very few empirical studies have been analyzed multiple-destination choice behavior. The previous literature has expressed a sense of urgency for having a better understanding of the behavioral patterns of multi-destination travelers. The overall purpose of this research was two-fold. First, based on variety-seeking behavior related theories and destination choice models, this study proposed a theoretical framework for examining multi-destination travelers on long-haul vacations. Specifically, it investigated how previous experiences, personality, motivations, attitudes, and benefits affected multi-destination choice behavior on long-haul vacations. Thereon, it proposed a theoretical framework to analyze the impacts of previous experience and personality, via the mediation of motivations, on multi-destination choice in long-haul vacation travel. The second objective was to develop a typology for distinguishing multi-destination travelers. This research extends the body of knowledge on multi-destination travel behavior. The findings demonstrated that the motivations for long-haul vacation travel directly influenced multi-destination travel. In addition, the motivations for long-haul vacation travel affected attitudes towards the infrastructure of Asia. Previous experience and personality influenced the motivations for long-haul travel. The benefits people gained from traveling to multiple destinations greatly influenced multi-destination travel behavior. Significant implications for destination marketers were identified.




Cai, Purdue University.

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