Travel Motivations

The purpose of this study was to assess and compare the travel motivations of both Asian and domestic college students. A comprehensive review of the literature was used to identify psychological motivations for travel and these were further assessed in terms of their importance and performance. Based on survey responses from 525 students enrolled at three universities in the U.S. Midwest, there seem to be many similarities as well as some clear differences in the students' travel motives. The importance-performance technique is used to assess the relative significance of attributes and satisfaction with the fulfillment of needs. Implications for marketing decision makers are suggested.