Understanding vacation destination choice through travel motivation and activities

In describing research into tourists' motivations Krippendorf suggested that many of the quoted motives are nothing but empty boxes, which every individual may fill with quite different contents'. 1 The central proposal of the present paper is that activities are important items in these motive boxes. The authors argue that activities are the critical link between tourist motivation and destination choice and develop a model in which travel motivations are related through activity preferences to vacation destination choice. These proposed relationships were tested through a secondary analysis of survey data collected from 1,503 Australian outbound travellers. These analyses did reveal consistent relationships between travel motivation and activities and between activities and features of preferred destinations.