Seeking serenity, adventure, and cultural connections: unveiling motives for second home tourism in northern Jordan

Abstract

Second home tourism has emerged as a global trend, yet its underlying motivations remain understudied. This research explores the factors influencing second home ownership for tourism purposes in Jordan. Employing a qualitative approach, semi-structured interviews were conducted with 10 second home owners in northern Jordan. Thematic analysis revealed diverse motivations, including escaping urban life, seeking relaxation, and connecting with nature. While financial investment was mentioned, social and environmental factors were prioritised, indicating a holistic perspective on second home ownership. This study contributes to understanding this emerging market segment in Jordan, offering insights for targeted marketing, sustainable tourism development, and destination management.