Aspects of Lifestyle Change in China: Motivations for Self-Drive Travel – A Chinese Domestic Market Perspective

China’s rapid economic growth in the last decades has triggered an explosion of private car ownership, which has brought about the increasing popularity of self-drive travel. This study aims to explore Chinese domestic travelers’ motivations for self-drive travel. By surveying 436 habitual self-drive travelers in China, the study extracted a 5-factor motivation model (comprising 24 motivation items). Based on the diverse motivations, respondents were clustered into three groups. The results contribute to a better understanding of Chinese self-drive travelers’ needs and preferences and could be beneficial for operators in related fields and authorities for their product design and operation.