Vacation Adventure Versus Relaxation: Revitalization or Exhaustion

Authors

  • William W. Hill, II Mississippi State University – Meridian
  • Yingge Qu Mississippi State University – Meridian

DOI:

https://doi.org/10.33423/jmdc.v15i1.4171

Keywords:

marketing development, vacationer’s activity intention, vacation restoration, individual travel factors, vacation style

Abstract

This paper focuses on how a vacationer’s activity intention influences possible feelings of rest and relaxation at the end of a typical vacation. Following previous research by the author examining vacationers from a sample of United States vacationers (Hill, 2016), two new concepts are proposed: activity intention and vacation restoration. The findings suggest these two concepts are clearly associated; specifically, the greater the level of planned activities, the less rested travelers feel at the end of a vacation. Additionally, the relationships of individual travel factors (gender, age, and education) and vacation style determinants (distance, group size, vacation length, tropical vacation choice) found support within the proposed activity intention-vacation restoration model.

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Published

2021-06-05

How to Cite

Hill, II, W. W. ., & Qu , Y. . (2021). Vacation Adventure Versus Relaxation: Revitalization or Exhaustion . Journal of Marketing Development and Competitiveness, 15(1). https://doi.org/10.33423/jmdc.v15i1.4171

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Section

Articles