Travel-Style Preferences for Visiting a Novel Destination: A Conjoint Investigation across the Novelty-Familiarity Continuum

Abstract

This research examines the contention made in the travel-style literature that individuals with different travel styles differ in terms of how they prefer to travel when on vacation. Study participants classified into travel-style groups evaluated conjoint profiles for a vacation to a hypothetical novel destination described in terms of three factors: type of accommodations, type of travel companions, and type of language. The findings indicated that preferences for the study factors differed by travel-style group, although not always in the direction suggested by the literature.