Abstract
The purposes of this study are two folds: (a) to identify the influences of tourism on subjective well-being, and (b) to understand the roles of travel motivation, constraint and personal value in subjective well-being. A polling agency was employed to select 500 respondents by quota sampling, and data was collected by online survey. ANOVA and regression results showed that tourism participants, compared to the non-participants, have a tendency to select tourism as a mean to enhance their subjective well-being because they are more self-motivated people. Their high motivation to take a trip lead to set up their feasible goals to achieve by the tourism experience and their relatively few constraints help them to have trip easily. The people`s satisfaction in tourism contributes to the satisfaction in his/her leisure life, which in turn contributes to his/her subjective well-being. It is also revealed that tourism participation and subjective income level are significant variables affecting subjective well-being, which explain 21.1 percent of the variance. The research suggests various managerial implications to reduce constraints and several ideas for future researches.
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