The Impact of Contextual Factors on the Spring Break Travel Decisions of College Students

The college student is a major factor in the tourism success or the failure of many destination resort communities during the spring break season. This study examined the contextual marketing factors utilized by a successful coastal tourism community and their impact on the student's travel destination decision. This particular community utilized marketing factors in an attempt to discourage the label of a college spring break host. Sixteen community specific marketing factors were identified and studied. We found that factors other than the contextual marketing factors utilized by the host community may be the overriding influence in the deterrence of college students. Such factors may be related to traveler motivation and situation rather than a community's claimed marketing success.