25 February 2011

Travel Behavior Continuum

The literature in recreation and tourism notes that individuals tend to either repeat visits or diversify travel behavior. Actually people behave somewhere in between. Those who repeatedly visit the same destination (park, resort, trail etc.) may exhibit some kind of brand loyalty or "place attachment". Those who diversify their travel are seeking variety.

There are a multitude of reasons for both, and planners need to understand the different behavior.

When you vacation, do you like to visit the same place? We met a couple in Martinique who have vacationed there, in the same hotel for 15 years!

Or do you seek out a different vacation spot every year?

We do both!

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