GLADIIS ET CLYPEIS: TRAVEL MOTIVES TOWARDS AN IMPROVEMENT OF QUALITY OF LIFE WHEN VISITING A MILITARY EXPO

Abstract

The African Aerospace and Defence military expo is held biannually in South Africa and is classified as the biggest military expo (event) on the African continent. This study sought to determine the effects that travel motives, and life domains have on visitors’ quality-of-life. The study followed a convenience sampling technique, with fieldworkers administrating the measuring battery to visitors at the African Aerospace and Defence military expo. Data was gathered from 293 visitors regarding their travel motives, life domains, life domains overall, and quality-of-life. A structural equation modelling analysis indicated a positive linear relationship between the visitors’ travel motives, life domains (social life, leisure life, and self-life), life domains overall, and quality-of-life; all of which attained good composite reliabilities. The findings indicate that travel motives have an influence on visitors’ life domains, positive and negative, relevant to their perceived importance. Overall, a visit to this military expo had a positive effect on visitors’ quality-of-life. Managerial recommendations include maximising the uniqueness and novelty of the event, which cannot be done generically. Digital marketing should be aimed at certain lifestyle aspects that are most appealing to visitors, such as social, leisure, or military life. The approach would likely appeal to the higher-order needs of potential visitors, which could contribute to their overall life satisfaction. This research contributes to the literature and methodology in tourism, positive psychology, and quality-of-life.