Impact of Motivation on Travel Destination Decision among Travellers – A Study

Abstract

Tourism serves as an important means for individuals to relax and temporarily escape the monotony of routine life. One of the key questions that arise in this context is the choice of travel destination, a decision that has been widely examined through various theoretical models. This study adopts the Theory of Planned Behaviour (TPB), which posits that attitude, subjective norms, and perceived behavioural control influence an individual’s intention to travel, and that intention subsequently predicts actual behaviour. Recognizing the importance of intrinsic drivers, the present research extends the TPB framework by incorporating motivation as an additional construct, examining its impact on both intention and actual travel decisions. Data were collected from 322 domestic tourists in Madurai using a structured questionnaire, and the responses were analysed through Structural Equation Modelling (SEM). The findings reveal that motivation plays a pivotal role in shaping travellers’ intentions and significantly influences their final destination choices, more so than the traditional TPB variables. These results underscore the need for tourism marketers to design strategies that align with travellers’ motivational drivers. The study not only enhances the explanatory power of TPB but also provides actionable insights for practitioners seeking to attract and retain tourists in an increasingly competitive market.