The relationship between motive and in-destination behaviour

Abstract

While a great deal of research has examined the relationship between motive and behaviour, virtually none has explored the relationship between travel motives and in-destination behavior. Motive research focuses on such issues as destination choice and loyalty, while in-destination behavior tends to track visitor movements without sufficient investigation into motives. This study examined the link between motive and behaviour in Bali. It is framed within Pearce's Travel Career Pattern motive model. Eight motive based segments were identified. Differences were noted in intensity of behaviour in the vast majority of the most popular activities undertaken or attractions visited. Management implications are identified.