Abstract
This study identifies the attribute-level motivations and the psychological-level motivations associated with one’s decision about a foreign travel destination. In particular, we investigate how people’s propensity characteristics (e.g., regulatory focus, uncertainty avoidance, extrovert, variety seeking, and need for uniqueness) would affect the extent to which they perceive these motivations to be prominent in their destination choices. The data analyses are conducted with 386 respondents collected with an online survey method. The results indicate that the importance of psychological-level motivations is significantly influenced by regulatory focus and variety seeking, and the importance of attribute-level motivations is affected by regulatory focus, variety seeking, and the need for uniqueness.
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