Traveler Behavior and Values Analysis in the Context of Vacation Destination and Travel Mode Choices

Abstract

The tourism industry has a dramatic impact on the world's economy and development. For this reason, it is important to study vacation traveler behavior, including where individuals travel on vacation and what travel mode they use to get there. This study uses the unique Eurobarometer vacation travel survey to model jointly travelers’ choice of holiday destination and travel mode while also considering an extensive array of stated motivation-based preference and value factors. The study further builds on the existing literature by applying the model to a large-scale travel market characterized by multiple origins and destinations within the European Union. The empirical results indicate the important effects of nationality, traveler demographics, travel companionship arrangement, traveler preferences and values, and trip and destination characteristics on holiday destination and travel mode choice. These results have important policy implications not only for each country within the European Union but also for countries and regions around the world.