Comparison between own and others’ travel motives: A research note

This study examines the assumption that tendencies to dissociate oneself from other tourists relate to the desire to position own characteristics (using travel motives as an example) in a positive light. Results suggest that tourists tend to perceive themselves to be different to other tourists (referred as typical or average tourists) concerning most measured travel motives; yet, the direction of perceived differences between oneself and other tourists was not systematically related to levels of desirability associated with each motive. Implications for studying tourist experiences are being discussed whilst methodological limitations of the present study are acknowledged