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The authors investigated the influence of gender and religion on health-risk behavior potentials and destination-related expectations of college students on spring break vacation using a random sample of 534 students from two U.S. universities. Results indicated that gender and religion had a significant impact on students’ potential to engage in health-risk behaviors during spring break as well as their choice of spring break destinations and their expectations for hospitality service quality and characteristics of the destinations. Important social marketing and public policy implications for the tourism and hospitality industry are discussed.
Mattila et al. (Thu,) studied this question.