The effect of motivations on the formation of attitudes towards overseas leisure travel

Abstract

Throughout the years tourism has turned into a worldwide multi-billion dollar industry. However, the pressure of tough competitive conditions within the industry creates an ever-increasing necessity for a well-developed marketing strategy, which in its turn is impossible without a deep understanding of consumer behaviour and internal psychological forces that govern it. This study is set to explore two of the most prominent psychological factors believed to influence overt behavioural patterns, attitudes and motivations, as well as the relationship between the two. Chapter one, literature review, presents an outline of attitudes and motivations theory in general as well as the exploration of their role within the area of travel research. As it becomes apparent from literature review, one of the most important leisure travel motivators is need for variety, based on this the following hypothesis is drawn: H1: The higher the need for variety among individuals the more positive is their attitude towards overseas leisure travel. Survey research was then conducted using a sample of university students and the hypothesis was tested through a regression analysis. The result shows that need for variety does in fact influence attitude towards overseas leisure travel and age is another variable, which affects it. The statistical analysis of data has also shown that 'need for variety' in its turn is influenced by several demographic variables. The last section, which concludes the study, presents the discussion of results and limitations of the research process as well as suggestions for future research.