Identifying leisure travel market segments based on preference for novelty

Abstract

The motivation and knowledge of travelers affects their choice of destination and selection of activities while on vacation. Understanding motivation is important for all stakeholders in the tourism industry. The search for novelty is one motivating factor when planning leisure trips and vacation activities. A foreign destination offers a form of novelty to the traveler because it can provide experiences that are not of the everyday variety. The chosen location may have specific geographical features, a different cultural background, special shopping opportunities, a different language, new foods, and unique leisure activities that can provide a novel experience. The purpose of this study is to identify segments of potential U.S. leisure travelers based on their level of novelty seeking and to investigate the relationship between travelers' levels of novelty seeking and their knowledge of a destination and preferred travel style.