Summer Holidaymaking in Greece and Spain: Exploring Visitor Motive Patterns

ABSTRACT

This paper explores variation in motives among outbound holidaymakers traveling to typical summer season destination areas in Greece and Spain. The study reveals differences in self-reported motives between visitors to the two countries and also some differences in relation to their gender, level of education and previous experience of these destinations. Four holiday interest structures are identified: 1) place experience and contemplation; 2) family togetherness, romance and relaxation; 3) beach life and pleasant climate; and 4) nightlife and new acquaintances. The data are derived from a national year-long survey of international charter flights from Norway. By way of conclusion, the paper suggests some alternative perspectives on popular summer holiday trips from Northern to Southern Europe.

KEYWORDS:

• Motive
• Holidaymaking
• Stratified consumption
• Greece
• Spain