The relationships between socio-demographic variables, travel motivations and subsequent choice of vacation

This study explores the relationship between socio-demographic variables and travel motivation and further investigates how travel motivations influence the travelers' choice of vacation. The data were obtained using an internet-based questionnaire administered to a random sample of 256 respondents. Using factor analyses, six motivational factors, thematically similar to other studies on travel motivation, were identified. In contrast to previous research on travel motivations among travelers from other countries, this study identified 'social relationship with family/friends' as the most important motivational factor for Danish travelers. The results show that travel motivations differ across various socio-demographic variables and that travel motivations are related to the travelers' choice of vacation. The article closes with a discussion of the implications of these findings and suggestions for future research.